YouTube Tops Disney and Netflix in TV Viewing, Nielsen Finds
Wondering which platform is currently dominating TV viewing in 2025? Nielsen’s latest report reveals that YouTube has overtaken traditional media giants like Disney and Netflix to become the most-watched platform on television. With an impressive 12.4% share of total audience TV time in April 2025, YouTube’s growth signals a major shift in how viewers consume video content. This milestone reflects a rise from 9.6% just a year ago, underscoring YouTube’s expanding influence in the TV streaming landscape.
According to Nielsen’s “Media Distributor Gauge” report, YouTube has held the top spot for three consecutive months, surpassing even Disney’s 10.7% share in April. This surge highlights the platform’s strength in engaging audiences beyond traditional online video — especially on big screens. In fact, YouTube’s internal data confirms that televisions were the primary device for YouTube viewing across the U.S. in early 2025, reflecting a broader trend toward living room streaming.
What makes YouTube’s rise even more significant is its expanding role as a premium content destination. During its 2025 Upfront event, YouTube announced a landmark deal with the NFL to exclusively stream the first Friday night game of the season to a global audience. This marks YouTube’s debut as a live NFL broadcaster, which is expected to drive even more viewership and ad revenue on the platform. With high-value partnerships and a growing TV audience, YouTube is poised to further disrupt the streaming industry and attract advertisers seeking premium placements.
In summary, YouTube’s growing dominance in TV viewing challenges the traditional streaming hierarchy. For viewers, this means easier access to diverse content on the biggest screens, while advertisers can leverage YouTube’s expanding audience to reach engaged viewers with targeted campaigns. As the platform continues to innovate and secure exclusive deals, it’s clear that YouTube is not just a video-sharing site but a leading player in the future of television.
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