A dominant 12.5% of TV viewing is now happening on YouTube.
In a historic first, YouTube has overtaken Netflix and Disney Plus in U.S. television viewing time — even surpassing their combined share — according to fresh Nielsen data.
Figures for May 2025 reveal that streaming captured 44.8% of all television usage in the United States, overtaking the combined 44.2% of broadcast and cable. At the forefront is YouTube, commanding a dominant 12.5% share of TV watch time, compared to Netflix’s 7.5%. This makes YouTube the single largest platform on U.S. television screens.
Analysts say the platform’s success lies in its creator-driven ecosystem, where polished, long-form content and podcasts now rival Hollywood productions. Statistics also show that 49% of YouTube videos watched on TV are 11 minutes or longer, while 60% of viewing sessions last over half an hour — indicating that viewers aren’t just scrolling, but treating YouTube like traditional television.
The shift is not limited to younger audiences. Nielsen reports that YouTube viewership among Americans aged 65 and older has nearly doubled in the last two years, while the 50–64 age group has grown by 62%. With older audiences controlling most U.S. household wealth, advertisers are now repositioning campaigns to capture this market.
Industry experts note that while cable and broadcast TV may still rebound during sports seasons, the long-term trend shows a decisive shift toward streaming. YouTube, once dismissed as a hub for casual clips, has quietly built the world’s largest entertainment empire, outpacing media giants that spend billions on scripted shows and films.
“YouTube isn’t just competing with TV anymore — it is TV,” remarked one analyst, echoing YouTube CEO Neal Mohan’s view that the platform is redefining how television is consumed.
