YouTube has announced a significant evolution in its viewership patterns, with content consumption on television sets now surpassing that on mobile phones and other devices. Globally, users are streaming an average of over one billion hours of YouTube content each day on their televisions. This shift highlights a growing preference for large-screen viewing, fundamentally altering how audiences engage with the platform.
As stated in a recent tweet from the official YouTube Liaison account, > “People now watch YouTube on TV sets more than on their phones or any other device—an average of more than one billion hours each day.” YouTube CEO Neal Mohan has further underscored this trend, identifying living room TV viewership as a crucial strategic frontier for the company. He noted that for an increasing number of people, "watching TV means watching YouTube."
This surge in TV viewership is driven by several factors, including the platform's enhanced investment in the TV experience. Increased consumption of sports content, the rising popularity of video podcasts, and a general growth in family watch time contribute to this trend. YouTube has actively secured rights to major sports packages, such as the NFL Sunday Ticket, to further solidify its presence on large screens.
Nielsen data indicates that YouTube has maintained its position as the leading streaming platform in the U.S. by watch time for two consecutive years, capturing a substantial share of daily time spent with television. Concurrently, YouTube TV, the platform's live TV streaming service, has surpassed 8 million subscribers. This milestone positions YouTube TV as one of the largest television providers in the country, reflecting YouTube's expanding influence in the broader entertainment landscape.
The growing engagement on TV sets carries significant implications for content creators and advertisers. Creators are observing a higher percentage of their views originating from televisions, while YouTube itself reported record ad sales revenue, exceeding $10 billion in the fourth quarter of 2024. The platform continues to adapt its features and monetization strategies to cater to this evolving viewing preference, including the integration of Shorts on TV.