In what marks a turning point for the American audiovisual landscape, YouTube has become the most-watched video platform on television screens in the United States, surpassing legacy giants like Disney and NBCUniversal. The figures, published by Nielsen, confirm a steady and strategic rise for the Google-owned platform, which has transformed itself from a web-based alternative into a mainstream viewing destination for millions of households.
From smartphones to smart TVs, YouTube’s evolution has followed the viewers. Long perceived as a mobile-first service for short videos and creator content, the platform has gradually refined its experience for the big screen. Key to this success: an intuitive interface on connected TVs, longer and more polished content offerings, and advertising formats tailored to living room consumption.
The platform’s growing presence owes much to its understanding of new family habits. As younger generations—raised on tablets and streaming—mature, they bring YouTube into the heart of the home, changing the function of the television itself. YouTube no longer complements TV; it is TV.
This transition is also financial. While subscription fees on platforms like Netflix or Disney+ continue to climb, YouTube remains largely free, supported by a robust advertising model. In 2024, the platform generated $54.2 billion in ad revenue, placing it second only to Disney in the entertainment sector, according to MoffettNathanson. Its premium offering, YouTube TV, priced at $83 per month, mimics the structure of traditional cable—complete with live channels—but with the digital flexibility modern viewers expect.
At the same time, YouTube is investing aggressively in sports rights, securing exclusivity on the NFL Sunday Ticket and football tournaments in Brazil. These bold moves underscore the platform’s ambition: to dominate not only online video, but also the core pillars of mainstream broadcast.
What sets YouTube apart today is its hybrid nature. On one end, it hosts user-generated content and vlogs. On the other, it offers live events, documentaries, and shows that rival network productions. In this space where formats collide and audiences converge, YouTube is redefining what television means in the streaming era.
More than a shift in platforms, this is a shift in culture. The once-clear line between Hollywood production and internet content has blurred. And in that blur, YouTube has found its advantage, steadily pulling audiences—and ad dollars—away from the studios that once dominated the screen.
