YouTube Reaches All-time High in TV Viewership
It’s no secret that YouTube is the world’s second largest search engine, after Google. When many people want to find out what is happening in the world, they are as likely to go to YouTube as they are to traditional media sources. The content on YouTube is varied; if you can think of a topic, there is likely a YouTube channel devoted to it.
Wildly Successful
In addition to being a search engine, YouTube is also growing in TV viewing and popularity. The platform took the lead in Nielsen’s February 2025 Media Distributor Gauge, and captured 11.6% of TV viewing. The Hollywood Reporter noted that the 11.6% viewing “…was an all-time high for YouTube and the second time it has placed atop the distributor rankings; it previously did so in July 2024.”
YouTube beat out Disney, Fox, Netflix and scores of other networks to reach the top spot. The social media platform has been growing for some time as people switch from cable to streaming. Additionally, distrust in traditional media sources may fuel YouTube’s growth.
Some people feel they get extremes with mainstream media and they are increasingly looking for nuanced content from independent media. My sense is that people want the authenticity that YouTube creators provide, even if the content doesn’t have the backing a cable network.
More People are Watching YouTube TV
According to Nielsen, “time spent watching YouTube on television is up 53% versus two years ago in February 2023.” Nielsen also reported that YouTube’s share of TV has grown from 7.9% to 11.6% during the same time period.
Interestingly, the growth has been driven by viewers who are over 50. If this is a demographic that you target with your organizing and work, you really should consider launching or growing a YouTube platform.
You’re Not Alone
The good news is you don’t have to do it alone. Spotlight PR has held workshops on YouTube which can be accessed on the Events page of our website here.
Jennifer R. Farmer, aka The PR Whisperer®, is an author, lecturer and strategic communications expert. Check out our blog posts and subscribe for updates.