YouTube is killing traditional television

In a seismic shift reshaping the television landscape, YouTube has emerged as the most-watched TV provider in the United States for 2025, according to comprehensive data from Nielsen. The Alphabet-owned video-sharing platform has steadily climbed the ranks throughout the year, capturing the largest share of total TV viewing time and outpacing long-standing industry leaders. This development underscores the accelerating dominance of digital streaming services over traditional broadcast and cable networks, as viewer preferences continue to migrate toward on-demand and user-generated content.

Nielsen’s year-to-date analysis, drawn from its Media Distributor Gauge reports spanning January through August 2025, reveals YouTube commanding an average share of approximately 11.8% of all TV usage. This marks a substantial increase from previous years, with the platform’s viewing hours surging by over 50% compared to 2023 levels. The growth is particularly pronounced among diverse demographics, including a 96% year-over-year rise in viewership from adults aged 65 and older, who now represent about 15% of YouTube’s TV audience. Younger viewers aged 18 to 34 account for 21%, while children aged 2 to 11 contribute 17%, highlighting the platform’s broad appeal across generations.

Trailing YouTube in second place is Disney, which encompasses Disney+, Hulu, and ESPN, averaging a 10.2% share of TV viewing for the year. Despite its robust portfolio of family-friendly programming and live sports, Disney has experienced a noticeable decline, shedding roughly 1.5 percentage points from its 2024 performance. The drop is attributed to the absence of major sports events like the NBA playoffs in certain months and increased competition from free ad-supported platforms. Hulu’s integration of original series and multi-platform distribution has helped mitigate some losses, but overall, Disney’s traditional broadcast arms, including ABC affiliates, have seen reduced engagement as audiences opt for more flexible viewing options.

Netflix secures the third position with an average 7.9% share, bucking the downward trend among legacy media companies by posting consistent gains. The streaming pioneer’s success stems from a steady pipeline of original content, including high-profile series that generate billions of viewing minutes monthly. For instance, in July 2025, Netflix’s catalog dominated eight of the top 10 streaming titles, with shows like Squid Game amassing 5.4 billion minutes alone. This performance reflects a 27% increase in Netflix’s TV usage since 2021, fueled by ad-supported tiers and strategic licensing deals that amplify the “Netflix Effect,” where acquired shows often see renewed popularity.

Further down the rankings, NBCUniversal holds fourth place at 8.1%, followed by Paramount Global at 7.8%, Fox Corporation at 7.2%, and Warner Bros. Discovery at 6.5%. These traditional media conglomerates, which rely heavily on linear TV channels like NBC, CBS, Fox broadcast, and cable networks such as TNT and HBO, have collectively seen their shares erode by an average of 1.2 percentage points compared to 2024. NBCUniversal’s brief surge during the Paris Olympics in August—reaching a record 13.4%—provided a temporary boost, but post-event viewership on Peacock and MSNBC returned to seasonal norms. Paramount’s declines are linked to the winding down of major events like the NCAA tournament and Masters golf, while Fox benefited sporadically from MLB and NASCAR coverage but struggled with overall cable erosion. Warner Bros. Discovery, home to Max and Discovery channels, maintained modest gains from hits like The White Lotus but could not offset broader losses in cable news and sports.

The broader context of these shifts points to a profound transformation in how Americans consume television. Streaming as a category has reached historic highs, accounting for 44.8% of total TV usage in May 2025 and climbing to 47.3% by July, surpassing the combined share of broadcast and cable for the first time. This milestone, up 71% since 2021, is driven by multi-platform strategies where content is distributed across apps, smart TVs, and free ad-supported services like Tubi and The Roku Channel. Traditional TV’s decline—broadcast down 21% and cable down 39% over the same period—stems from lighter summer schedules, reduced sports programming, and the rise of cord-cutting households.
Nielsen data indicates that YouTube’s ascent is not merely a flash in the pan but a reflection of evolving habits. The platform’s algorithm-driven recommendations, vast library of short-form and long-form videos, and seamless integration into smart TVs have made it a go-to destination for everything from tutorials and music to live events. In February 2025, YouTube hit 11.6% during the Super Bowl window, and by April, it reached 12.4%, setting consecutive records. Netflix’s parallel growth, meanwhile, leverages exclusive live streams like NFL games on Christmas Day 2024, which set streaming records and spilled over into 2025 viewership.

For the beleaguered traditional providers, the year has been marked by strategic pivots. Companies like Disney and Warner Bros. Discovery have expanded ad-supported tiers and bundled services to stem subscriber losses, while Fox and Paramount emphasize free streaming options like Tubi and PlutoTV to recapture audiences. NBCUniversal’s Olympic success demonstrates the potential of hybrid models, blending linear broadcasts with streaming simulcasts to maximize reach. However, the overall trend suggests that without further innovation, these giants risk further marginalization.
As 2025 progresses into the fall season with the return of NFL football and new original series, analysts anticipate YouTube and Netflix to solidify their leads, potentially pushing streaming beyond 50% of TV usage. This realignment not only challenges advertisers to rethink targeting strategies but also signals a future where user-generated and on-demand content defines the core of entertainment. With Nielsen’s ongoing tracking, the industry watches closely as digital disruptors continue to redefine what it means to “watch TV” in the modern era.