YouTube Dominates TV Viewing, Surpassing Disney and Netflix: Nielsen Report
YouTube has firmly established its dominance in the television viewing landscape, according to Nielsen’s latest “Media Distributor Gauge” report. The report, released on Tuesday, reveals that YouTube has maintained the largest share of TV viewing for three consecutive months, accounting for a significant 12.4% of total audience time spent watching television.
This milestone underscores YouTube’s growing influence, surpassing traditional media giants like Disney and Netflix. The Nielsen report serves as a wake-up call, highlighting the platform’s rapid ascent in the competitive TV market.
The 12.4% share represents a notable increase from the 12% reported in the previous month and a substantial jump from 9.6% a year ago. This consistent growth demonstrates YouTube’s ability to capture and retain a significant portion of the TV viewing audience.
In April, Disney held the second-largest share of TV viewing, with 10.7% of the total, further emphasizing YouTube’s leading position.
YouTube’s internal data supports these findings, indicating that TVs were the primary device for YouTube viewing in the U.S. during the first quarter of 2025. This trend highlights the increasing importance of the living room experience for YouTube users.
Looking ahead, YouTube is poised to further expand its reach in the TV market. The company recently announced a landmark deal with the NFL to exclusively stream the first Friday game of the season to a global audience. This marks the first time YouTube will serve as a live broadcaster for NFL games, a move that is expected to attract a substantial viewership and further solidify its position in the TV landscape.
The continued growth of YouTube on television screens signals a significant shift in media consumption habits. As viewers increasingly turn to online platforms for their entertainment needs, YouTube is strategically positioned to capitalize on this trend and maintain its leadership in the evolving TV market.
