YouTube leads TV streaming in U.S., according to Nielsen’s latest report
Nielsen’s January report on viewing usage across linear TV and streaming has reaffirmed YouTube’s position as the top streaming service in the U.S., accounting for 8.6% of viewing on television screens. Netflix follows closely behind with 7.9% of TV usage. This data underscores YouTube’s continued dominance in the TV streaming landscape, marking 12 consecutive months of holding the top spot.
In a blog post celebrating this achievement, the Google-owned streaming service revealed that viewers now watch a daily average of over 1 billion hours of YouTube content on their televisions. This suggests a preference for user-generated videos among U.S. consumers over traditional TV shows, with 61% of Gen Z expressing a preference for user-generated content.
Furthermore, creators are experiencing a surge in viewership from TVs. According to YouTube, the number of top YouTubers receiving the most watch time on TVs has soared by more than 400%. Notably, creators like HopeScope, who review viral products, saw a remarkable 172% increase in TV watch time in 2023. This trend bodes well for family-friendly YouTubers seeking to compete with TikTok for children’s attention, as a recent study found that children ages 4 through 18 spent an average of 112 minutes daily on TikTok in 2023.
While YouTube maintains its dominance in the living room, TikTok continues to thrive on mobile devices. The short-form video app has begun testing the ability for users to upload 30-minute videos, potentially encroaching on YouTube’s territory. Additionally, TikTok has ventured into spatial reality with the launch of a native app on the Apple Vision Pro, whereas YouTube has opted not to develop a dedicated app for the device.
In recent months, YouTube has achieved several other milestones, including surpassing 100 million users paying for YouTube Music and YouTube Premium. YouTube TV boasts over 8 million subscribers, and YouTube Shorts has surpassed 70 billion daily views.
