Nielsen's April 2025 'Media Distributor Gauge' report reveals YouTube's increasing dominance in television viewership, claiming 12.4% of total audience time, an improvement from 12% and 9.6% in preceding months. This achievement positions YouTube ahead of major competitors like Disney and Netflix, which reported 10.7% in the same period. Notably, YouTube also reported that TVs were the leading device for its U.S. viewers in early 2025. Looking forward, the platform anticipates further growth, particularly following its groundbreaking NFL streaming deal, marking its first foray into live event broadcasting.
This marks a significant uptick from 12% the previous month and an even more notable increase from just 9.6% a year ago.
According to internal data from YouTube, TVs were the primary device for YouTube viewing in the U.S. during the first quarter of 2025.
YouTube's share of TV viewing is poised for additional growth due to new exclusive streaming deals, including a major agreement with the NFL.
The new data underscores YouTube's continued dominance in the living room, beating top media companies such as Disney, Paramount, and Netflix.
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