YouTube now accounts for 12.4% of TV set viewing in the US – a stat that cements its role in the Streaming TV marketplace and helps justify its $4bn+ in annual ad revenue. But advertisers should look beyond the headline.

TV set viewership share is a useful planning metric, helping brands align investment with audience behaviour. But it doesn’t tell the full story. YouTube’s content mix is radically different from that of Disney or Netflix – and that matters.

From an exclusive live NFL game this September to premium programming from broadcasters, YouTube offers high-quality environments where brands are eager to appear. But much of its viewership sits in the long tail – short-form, user-generated content where brand suitability and attention can be more variable.

A significant share of that 12.4% will include YouTube Shorts – a valuable but fundamentally different proposition to long-form Streaming TV. Treating all YouTube viewing as equal risks undermining media planning rigour.

Advertisers should lean in, not step back. But they must apply clear principles: different YouTube formats serve different roles in a plan, and the buying model, creative approach, and measurement need to reflect that.

YouTube’s scale is undeniable, but smart planning is critical to ensure the spend is fit for purpose. Otherwise, we risk trading relevance for reach.

Nielsen’s April 2025 report confirms YouTube’s growing dominance in the TV landscape, holding the largest share of television viewing for the third consecutive month at 12.4%, up from 9.6% a year ago.

It now surpasses traditional media giants like Disney, Paramount and Netflix, with Disney trailing at 10.7%. Internal data shows TVs were the main device for YouTube viewing in the U.S. during Q1 2025.

YouTube's presence is set to grow further following a new deal to exclusively stream the NFL’s first Friday game of the season, marking its debut as a global live broadcaster for the league.