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YouTube Dominates TV Time Amidst Streaming Wars
24 Nov, 2025
Summary
- YouTube maintained 12.9% of TV time in October, with viewership up.
- Disney and NBCUniversal held second and third place viewership.
- Streaming accounted for 45.7% of total TV time last month.
In October, YouTube solidified its leading position, capturing 12.9% of all television time. This dominance was propelled by a 4% increase in viewership, notably among children and teens during school fall breaks across the United States.
Major media companies experienced significant growth, with Disney and NBCUniversal securing the second and third spots with 11.4% and 8.6% of viewership, respectively. Disney's gains were broad-based, benefiting from both linear and streaming platforms, while Fox saw a substantial boost from MLB playoff coverage.
Overall, the month saw streaming services command the largest share of TV time, accounting for 45.7%. Broadcast and cable categories followed, with 22.9% and 22.2% of viewership, respectively, indicating a continued shift in viewing habits.
