This was not a good look for YouTube TV.
YouTube TV, the streaming giant's pay-as-you-go subscription service designed to replace the traditional cable, suffered massive outages for many customers at the worst possible time of the year: during the crucial World Cup semi-final between England and Croatia.
YouTube TV's Twitter account has confirmed the failure on Wednesday afternoon.
About an hour later, YouTube TV announced that its services were back up and running.
But obviously the customers of the service were not satisfied with the badly timed outage.
GM general partner M.G. Siegler summed up how customers felt in two words:
Several people threatened to cancel YouTube TV.
Whether these Twitter users are actually YouTube TV customers or not is unclear. But what is clear is that for a year-long TV streaming service like YouTube TV, it's not good to see a dropout during the World Cup, which is not just a major sporting event, but an important cultural event where non-sports fans will attend the visit.
More importantly, failures like these have impacted consumer confidence in corded services like YouTube TV – because traditional cables are not reputed to be under pressure when millions of people try to use it at the same time. It will be interesting to see if and how YouTube TV reacts to this situation and feels comfortable with unsatisfied customers affected by the outage. Maybe a service discount will be enough, but people would probably prefer to see their content without interruptions.