YouTube has officially become the leading distributor of streaming content on television, surpassing rivals in total viewing minutes and reshaping the competitive dynamics of the media industry. According to Nielsen’s “Media Distributor Gauge,” YouTube is now the top streaming platform by TV consumption, a milestone that underscores its evolution from a mobile-first service into a dominant force in the living room.
Findings from Hub’s “TV Advertising: Fact vs. Fiction” study further demonstrate the scale of this shift. Unlike audiences for many “non-traditional” platforms, YouTube TV viewers do not skew younger nor show higher subscription rates, but they consume significantly more television overall. They are also more likely to access content through MVPD apps and traditional broadcast and cable channels, reinforcing YouTube’s role as an integral part of broader viewing habits.
Survey data confirms the platform’s ubiquity: 87% of respondents use at least one version of YouTube—free, Premium, or YouTube TV—and half of them report watching it regularly on televisions. More people now watch YouTube on TV than on desktops or laptops, further consolidating its position as the top destination for long-form and short-form video alike.
With its unmatched scale and sustained growth in TV viewing, YouTube’s ascent presents advertisers with both a challenge and an opportunity. Its leadership in streaming minutes forces a recalibration of strategies as brands look to engage audiences who increasingly consume YouTube content on the big screen.