YouTubeStreaming just hit a new milestone in the U.S., with YouTube pulling ahead of the pack and setting an unprecedented record.
According to Nielsen’s The Gauge report, streaming usage in July climbed to 47.3% of total TV consumption, compared to 22.2% for cable, 18.4% for broadcast, and 12.1% for other platforms. Leading the charge, YouTube accounted for 13.4% of all streaming viewership — its highest mark ever.
The Google-owned platform saw overall viewing rise 2%, with the biggest jump coming from 18-24 year-olds, who spiked by 8%. That dominance could grow even further as YouTube prepares to broadcast its first live NFL game next month.
Netflix and Roku’s new personal bests can’t match YouTube
Netflix also set a personal record, claiming 8.8% of total TV share after a 5% monthly increase. The streamer was buoyed by a wave of new releases, with Squid Game topping July’s charts at 5.4 billion minutes watched.
NielsenMeanwhile, The Roku Channel posted the biggest month-to-month surge overall, climbing 7.5%. Elsewhere, Disney and Prime Video pulled in 4.7% and 3.8% respectively.
Despite the new personal records, Netflix was nearly doubled by YouTube, the only platform to hit double digits. Netflix has a far lead over the other services for second place, cementing just how massive YouTube’s numbers are.
YouTube’s dominance comes as the platform faces growing scrutiny over its rollout of AI-powered age estimation technology in the U.S., which requires under-18 users to submit ID or personal info if flagged. Privacy experts have blasted the move, warning it could have major implications for digital rights.
