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YouTube has become the first streaming platform to break 10% of TV viewership and the first streamer to account for the most TV viewership in a single month.
The Big Picture: YouTube is officially TV now, which could reshape how the company does deals on everything from ad sales to sports rights.
Between the Lines: YouTube had a great July, per Nielsen’s TV distribution rankings.
- 10.4% of all TV viewership came from audiences watching YouTube on TV, with people 17 and under accounting for 30% of that viewership (that’s what happens when school is off).
- It’s the first time this year that Disney (which includes all of its brands) was dethroned. It moved to second place at 9.9% of viewership.
- NBCUniversal also had a good month, thanks to the Olympics — it jumped from 8.5% of TV use in June to 9.5% in July.
Closing Thoughts: YouTube’s popularity on TV demonstrates how top digital creators don’t necessarily need to transition to a premium platform to command premium viewership. But they still may need to if they want premium money.
Go Deeper: YouTube has had a bumpy road to TV dominance. Remember YouTube Originals?
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