Parks Associates’ latest research from its Streaming Video Tracker examines the impact of creator-driven media on the video ecosystem and the importance of social video for streaming services looking to capture these millions of viewers. The research reveals platforms like YouTube, TikTok, and Twitch are now central to consumers’ TV experiences, creating new opportunities for studios, streamers, and brands to reach new audiences.
TIME Magazine’s inaugural TIME100 Creators 2025 list features digital leaders such as Kai Cenat, MrBeast, Alix Earle, Khaby Lame, and Alex Cooper, who attract millions of viewers and have growing influence in media with their own multimillion-dollar content enterprises. Key findings from Parks Associates' research highlight that social video now accounts for 4.9 hours per week of TV viewing, 20% of all video consumed on the television, surpassing time spent watching pay TV or broadcast video. Moreover, among consumers ages 18–34, social video nearly matches SVOD viewing on TVs and exceeds SVOD on mobile devices, with 40% watching more than 15 hours per week.
YouTube is the top social video site and the most popular streaming pay-TV service, with approximately 9.3 million US subscribers to YouTube TV. Its Shorts platform is emerging as a cross-device driver of creator engagement. High-profile deals, such as MrBeast’s $100 million partnership with Amazon MGM Studios and Tubi’s 2025 launch of “Tubi for Creators”, reflect the growing integration of creator-led content into mainstream streaming catalogs.
“As the streaming market matures, consolidation and aggregation are reshaping the competitive landscape,” said Elizabeth Parks, President and CMO, Parks Associates. “Platforms are bundling creator-led, studio, and niche content into unified experiences to keep viewers engaged across formats.”