YouTube Hits New Milestone in Streaming Watch Time, Now Holds 12% Share
If there was any doubt that YouTube is becoming the new TV, Nielsen’s latest data makes it even clearer. According to The Gauge, Nielsen’s monthly report on U.S. streaming trends, YouTube accounted for 12% of all streaming watch time in March—a new record for the platform.
YouTube Extends Its Lead in Streaming, Becoming the Top Destination for Connected TV
As shown in the latest chart from Nielsen, YouTube’s Connected TV (CTV) content now accounts for 12% of all U.S. streaming watch time, putting it well ahead of platforms like Netflix, Disney+, and other major streaming services. This solidifies YouTube’s position as the top choice for streaming viewers and a growing force in the TV entertainment space.
This surge isn’t new—YouTube has been climbing steadily. According to Nielsen, it was the #1 streaming platform by watch time in 2023, and in July of that year, it hit a then-record 10% share of total streaming watch time, as noted in The Gauge report. Since then, YouTube has continued to build momentum, bolstered by the popularity of CTV content and formats like YouTube Shorts, which are increasingly being watched on TV screens.
And it makes sense. Today’s under-25 audience is far more likely to recognize MrBeast than a traditional TV personality. His growing presence, including the upcoming Beast Games show for Amazon Prime, signals the start of a wave of YouTube-native creators expanding into mainstream TV. YouTubers are no longer just digital influencers—they’re the new generation of TV stars, drawing more attention to the platform and the creators rising with it.
This evolution also presents a major opportunity for video marketers. The growth of CTV usage makes TV advertising more accessible—with better targeting, easier ad creation, and flexible distribution. TV ads have long been a gold standard in brand building, offering high-impact, full-screen messaging directly in viewers’ homes.
YouTube’s CTV ecosystem offers a powerful channel for that influence. For brands looking to boost visibility and engagement, now is a good time to consider how YouTube’s growing role in the TV landscape can align with your marketing strategy.
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