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YouTube Continues to Dominate Streaming Market Share

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If you need a reminder that YouTube is the new TV, this latest data from Nielsen further solidifies the online video giant’s expanding TV presence.

According to Nielsen’s “The Gauge” overview of the biggest streaming video services in the U.S., YouTube reached a new high of 12% of overall streaming watch time in March.

Nielsen Gauge Report

As you can see in this chart, that puts YouTube’s Connected TV (CTV) offerings well ahead of Netflix, Disney+, and other streaming providers, making it the key go-to entertainment option among streaming viewers.

YouTube’s actually been rising up the rankings on this front for some time. According to Nielsen data, YouTube was the top streaming platform by watch time in 2023, while last July, it reached a then record of 10% of overall streaming view time, as noted in that month’s “The Gauge” report.

It continues to build on this, with the popularity of its CTV offerings, including YouTube Shorts, now making it a viable competitor against traditional TV.

Which makes sense, right? These days, audiences under 25 are far more likely to be aware of MrBeast than they are some rising TV presenter. Indeed, the success of “Beast Games”, a spin-off TV series created by MrBeast for Amazon Prime, looks set to kickstart a new range of crossover TV shows stemming from YouTube channels.

Like them or not, YouTubers are now TV stars, and the future of TV entertainment, which also brings more attention to YouTube and its emerging creators.

And that, in turn, creates more opportunity for video marketers.

Increased CTV viewing makes TV ads more accessible, to a broader range of audiences, due to enhanced targeting, simplified creation process, and more delivery options. Long considered the peak of advertising influence, TV ads can help to boost brand awareness, and drive direct response, with full-screen displays that are beamed into consumers’ homes.

YouTube’s CTV offerings provide significant opportunity on this front, and it’s worth considering the potential for your brand, in alignment with more YouTube TV viewing.

You can check out Nielsen’s “The Gauge” report here.

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