YouTube IS TV.
According to Nielsen’s latest Media Distributor Gauge, YouTube dominated TV viewing in July 2025, capturing 13.4% of all TV watch time, the biggest lead any media company has had since Nielsen began tracking in 2023. That’s more than Disney, more than any traditional TV network – YouTube is now the top media distributor on TV screens.
At the same time, streaming overall is approaching a major tipping point, with almost half of all TV viewership (47.3%) now happening via streaming platforms.
YouTube is prime time, front and center – the television of the modern era.
Maybe it’s time to stop delaying your YouTube strategy and start reaching your audience where they already are.
