YouTube continues to solidify its dominance in the entertainment landscape, becoming the first streaming platform to capture over 10% of all TV viewing in the U.S., according to Nielsen’s latest TV and streaming report.
As of July, YouTube now accounts for 10.4% of total TV viewing, marking a significant achievement in the platform’s growth trajectory.
The report also highlighted a rare increase in overall TV viewing in July, driven by the start of the Summer Olympics and a surge in streaming.
Streaming platforms collectively achieved a record 41.4% share of TV viewing, the largest for any viewing format in Nielsen’s The Gauge™ history. Streaming usage surged by over 5% compared to June, contributing to a 1.1-point increase in streaming’s share of the TV market.
The early days of the Summer Olympics in Paris had a notable impact on TV viewership. Despite only three days of coverage in July, the Olympics boosted total TV usage by 2.3% compared to June and by 3.5% year-over-year.
Broadcast TV saw a slight increase, rising to 20.3% of total viewing, with the Olympics dominating the top broadcast telecasts for the month.
Peacock’s Olympics coverage led to a 33% increase in its viewership, propelling the platform to 1.5% of total TV viewing, its second-highest share ever.
Amazon Prime Video and The Roku Channel also saw double-digit growth, with Prime Video rising by 12% to 3.4% of TV viewing, and The Roku Channel increasing by 10% to 1.6%.
July’s surge in streaming culminated in the top four most streamed weeks ever reported by Nielsen, with YouTube leading the charge.
The platform’s 7% month-over-month growth pushed it past the 10% threshold, cementing its position as the most-watched streaming service in the U.S.
Programs like “House of the Dragon” on Max, “Bluey” on Disney+, and “The Boys” on Amazon Prime Video were among the top streaming content in July, contributing to significant increases in viewership for their respective platforms.
Meanwhile, cable TV remained stable month-over-month but lost market share due to the overall rise in TV usage, ending July with 26.7% of TV viewing.
YouTube’s milestone is a testament to the growing power of streaming platforms in shaping modern TV consumption. For marketers, this shift underscores the importance of adapting strategies to reach audiences where they’re increasingly spending their time—on digital and streaming platforms.
