YouTube has firmly taken the lead in TV-viewing trends, outpacing industry giants such as Disney, Netflix, and Paramount, according to Nielsen’s most recent figures. In Nielsen’s “Media Distributor Gauge” report for April 2025, YouTube secured the largest share of total television viewing time—a substantial 12.4%. This new number marks YouTube’s third consecutive month at the top, reflecting rising viewer preference for the platform.
The 12.4% viewership figure represents growth from the previous month’s 12%, as well as a considerable jump from just 9.6% recorded one year ago. In comparison, Disney ranked second with 10.7% of the total viewing share, trailing notably behind YouTube.
Further underscoring YouTube’s escalating influence in home entertainment, internal data from the company indicates that, in the first quarter of 2025, televisions have become the primary viewing devices for YouTube content within the United States.
The platform seems poised to expand its footprint even further. At its annual Upfront advertising event earlier this month, YouTube announced a major deal with the National Football League. Under this agreement, YouTube will exclusively broadcast the first Friday NFL game of the upcoming season to a worldwide audience, marking the first time the platform will act as a live broadcaster for NFL events.
These developments highlight YouTube’s ongoing transformation from a user-generated media platform into a dominant mainstream television alternative, reshaping audience viewing behavior and altering competitive dynamics across the streaming landscape.
