YouTube has taken over the streaming industry, becoming the top player in a field once dominated by Netflix. In 2025, the platform is leading by a wide margin. 

YouTube is no longer just a platform for short viral videos or quick tutorials, and people aren’t just watching YouTube on their phones anymore. More are watching it on their TVs. For the first time, more people in the U.S. are watching YouTube on their televisions than on mobile devices. Neal Mohan, YouTube’s CEO, said, “YouTube is the new television,” noting that users now stream over 1 billion hours of content per day on their TVs.

According to Nielsen, YouTube is now the No. 1 distributor of TV content in the U.S., ahead of every other streaming or broadcast service. This rise isn’t a one-time spike. YouTube first crossed the 10% share mark for total U.S. TV viewership in August 2024, up from 9.9% in June. At that time, Netflix held 8.4%, while Prime Video and Disney+ trailed significantly. Since then, YouTube has kept climbing. Nielsen’s monthly reports continue to show YouTube in the lead.

YouTube beats Netflix, Prime Video, and traditional TV networks

Between March, April, and May this year, YouTube maintained the largest share of TV viewing at 12%, well ahead of Disney’s 10.7% and Netflix’s 7.5%, according to Nielsen’s data. In December alone, YouTube held an 11.1% share, while Netflix came in at 8.5% and Prime Video dropped to 4%.

This shift is not just about YouTube’s dominance on TV but about a wider redefinition of streaming success. With over 8 million YouTube TV subscribers, YouTube isn’t just competing with streaming services. It’s increasingly looking like the future of television itself.

The platform has carved out space in every major viewing category. The video platform is positioning itself as the single destination for the entire spectrum of television. YouTube offers live news, on-demand shows, creator content, and sports. Its growing investment in live sports — from deals with the NFL to coverage of global tournaments — shows it’s going after audiences that once belonged entirely to traditional TV.

Streaming is contributing to YouTube’s ad dollars 

Advertisers are following the attention and the money. More streaming is translating into stronger ad performance. According to Google’s Q1 2025 earnings, YouTube brought in $8.93 billion in ad revenue, up more than 10% year over year and rising from $8.0 billion in Q1 2024.

Marketers are using YouTube to reach audiences across formats, age groups, and content types. The numbers show that advertisers see real value in YouTube’s reach, especially on TV. This shift could be important for advertisers because it changes the context in which ads are seen. Unlike mobile, TV offers larger screens, longer watch sessions, and a more relaxed viewing environment — all of which influence ad performance.

There’s a changing media reality. More eyes on YouTube streaming mean more premium ad inventory and more pressure to compete in a platform-first ad economy. With YouTube Shorts, long-form content, and YouTube TV all under the same umbrella, the platform offers a mix of formats that brands can explore depending on their campaign goals.

YouTube says it’s building “the new television”

YouTube isn’t slowing down. Mohan said that in 2025, the company will roll out new features and updates to enhance the TV experience. “With innovative features, diverse content, and growing subscription services, we’re defining the television experience for a new generation,” he noted.

An independent valuation of YouTube shows a market cap of $550 billion, ahead of Netflix’s current $520 billion valuation, according to the MoffettNathanson analysts' estimate.

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