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YouTube Dominates TV Viewing: streaming Surpasses Cable for the First Time
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Published: August 8, 2024 | Last Updated: August 8, 2024
In a landmark shift in media consumption, YouTube has solidified its position as the leading television platform in the United States, commanding 13.4% of all TV viewing time in July. This marks six consecutive months of leadership for the Google-owned streaming giant, and its dominance is actually *increasing*. The latest data from Nielsen‘s Media Distributor Gauge reveals a widening gap between YouTube and its competitors.
The July report, covering the period from June 30th to July 27th, shows YouTube extending its lead to a substantial 4.0 percentage points over second-place Disney (9.4%).This is a meaningful jump from the 2.8-point advantage YouTube held in June (12.8% vs. Disney’s 10%). The implications are clear: conventional television is no longer the undisputed king.
The rise of Streaming and the Decline of Linear TV
This surge in YouTube’s viewership is part of a broader trend: the continued ascent of streaming and the corresponding decline of traditional cable and broadcast television. Nielsen’s data confirms that streaming now accounts for a staggering 47.3% of all TV viewing in July. Notably, YouTube and Netflix, with 8.8% of TV use,together represent over 20% of all television consumption – equaling the combined viewership of *all* cable networks and surpassing broadcast television.
This isn’t simply about people switching to subscription services. YouTube’s success is driven by a diverse content library, including user-generated content, music, live streams, and increasingly, professionally produced shows and movies through YouTube TV and YouTube Premium. The platform’s accessibility – available on a vast range of devices – and its free-to-use tier are also key factors.
Breaking Down the Top Five Distributors
Beyond YouTube and Disney, the top five media distributors in July, according to Nielsen, were:
| Rank | Distributor | share of TV Use (%) |
|---|---|---|
| 1 | YouTube | 13.4 |
| 2 | Disney | 9.4 |
| 3 | Netflix | 8.8 |
| 4 | NBCUniversal | 7.6 |
| 5 | Paramount | 7.0 |
It’s crucial to note that Disney’s 9.4% share encompasses both its streaming services (Disney+, Hulu, ESPN+) and its traditional broadcast and cable networks, including ABC and ESPN. Similarly, NBCUniversal (7.6%) and Paramount (7.0%) derive their viewership from a mix of streaming and linear channels.
