Television networks have more on their plate than just competing with streaming services. According to recent data from Nielsen, around 10% of Americans’ television viewing time is now dedicated to YouTube, not traditional programming. This shift in viewer habits is contributing to the decline in the traditional television market. Even big names like Disney have felt the pinch, with network and cable revenues slowing down so much that they once considered selling off ABC and its other linear holdings.
YouTube: No Longer Just User-Generated Content
While YouTube is widely known as a platform for user-generated content, from DIY videos to sensational stunts, it has expanded its offerings significantly. The video service, owned by Alphabet, now includes full-length movies and live sporting events. It even has its own form of entertainment featuring influencers like MrBeast, who has arguably become a bigger celebrity to younger generations than many actors on network programs.
YouTube Vs. Traditional Television
Despite YouTube’s rising popularity, traditional broadcast programming still holds the lead, accounting for 22% of people’s monthly TV viewing. Cable channels stand at 29%. However, when compared to streaming services, YouTube takes the cake. It outperforms all streaming services, with only Netflix coming close, accounting for 7.6% of people’s TV viewing. By comparison, Disney+ commands just 1.8% of the time and Max 1.2%.
YouTube’s Rising Star
Among single media companies, only Disney, with its extensive broadcast and cable holdings, holds a larger share of the TV audience than YouTube. Even NBCUniversal and Paramount fall short of YouTube’s TV usage numbers. In fact, YouTube’s viewer base is nearly 50% larger than Fox’s aggregated viewers.
This is a significant shift from November of 2323, when NBCUniversal and Paramount were ahead of YouTube. The tide began to turn in February of this year, with NBCUniversal dropping down the list, and Paramount following suit the next month.
Implications for Networks
This new data highlighting YouTube’s strength comes at a critical time for networks. Currently, they are in the midst of upfront presentations, where they showcase their upcoming programming slates to sponsors. These sponsors will undoubtedly be taking note of YouTube’s growing influence when deciding where to place their advertising dollars.
Key Points:
- 10% of American’s television viewing time is now dedicated to YouTube
- YouTube has expanded beyond user-generated content to include full-length movies, live sports, and its own form of entertainment
- Only Disney holds a larger share of the TV audience than YouTube among single media companies
- YouTubes’s viewer base is nearly 50% larger than Fox’s aggregated viewers
Stay tuned to the latest updates on the ever-changing landscape of television viewership. As always, we’re here to bring you the most important news affecting Suwannee County and beyond.
