In the United States, 'streaming' accounts for nearly half of TV viewing time, with YouTube accounting for 11.6% of the total.
Nielsen, a ratings measurement company, has released the February 2025 edition of 'The Gauge,' a summary of TV ratings by platform in the United States. The Gauge measures all types of content available on TV, including broadcast and distribution services, and in February 2025, YouTube took the top spot with an overall viewership of 11.6%.
The Gauge | Nielsen
YouTube achieves best monthly performance ever, leads Nielsen media distributor gauge for February | Nielsen
https://www.nielsen.com/ja/news-center/2025/youtube-achieves-best-monthly-performance-to-date-and-pulls-ahead-in-nielsens-february-media-distributor-gauge/
Below are the viewing rates by platform in the United States in February 2025. Streaming accounted for 43.5% of the total, significantly exceeding the 21.2% for broadcast (excluding cable TV) and the 23.2% for cable TV. The breakdown of streaming services is ' YouTube (11.6%)', ' Netflix (8.2%)', ' Disney+ (4.8%)', ' Amazon Prime Video (3.5%)', ' Roku Channel (2.1%)', ' Tubi (2.0%)', ' Peacock (1.5%)', ' Paramount+ (1.3%)', ' Max (1.2%)', ' Pluto TV (1.0%)', and 'Other (6.2%)', with YouTube coming in first.
Below is a graph summarizing the trends in viewership ratings for 'broadcast (excluding cable television) (orange),' 'cable television (green),' 'streaming (blue),' and 'other (pink)' by month from February 2024. While broadcast viewership ratings are on the decline, streaming viewership ratings are on the rise.
The trends in viewer ratings for each streaming service are as follows. YouTube's growth is particularly notable.
Below is a table summarizing the percentage of YouTube viewers by age group and the number of viewers in February 2023. YouTube has attracted viewers of a wide range of ages, mainly those aged 18 and over. In addition, the number of viewers aged 65 and over has nearly doubled compared to February 2023.
| Age group | Percentage for February 2025 | Comparison with February 2023 |
|---|---|---|
| 2 to 11 years old | 16.9% | +32% |
| 12-17 years old | 6.9% | +35% |
| 18-34 years old | 21.0% | +48% |
| 35-49 years old | 19.4% | +50% |
| 50-64 years | 20.4% | +62% |
| Age 65 or older | 15.4% | +96% |
| total | 100% | +53% |
YouTube CEO Neil Mohan has revealed that the main playback device for YouTube is shifting to television by February 2025. The total average daily YouTube playback time on television is said to have reached 1 billion hours.
YouTube has become the 'new TV,' says CEO, as the main viewing device shifts from smartphones to TVs - GIGAZINE
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