The number of people watching YouTube on TV during the daytime averaged 6.3 million, with many turning to YouTube when they have nothing else to watch.
With the advent of video streaming services on television, the number of viewers who watch YouTube and Netflix on their TVs is on the rise, with YouTube showing particularly remarkable growth, reaching an average of 6.3 million viewers during daytime hours in the US, more than double the 2.8 million viewers for Netflix.
Broadcast and Streaming Serve Up a Historic Month of TV in Nielsen's The Gauge™ | Nielsen
YouTube Has a Firm Grip on Daytime TV - The New York Times
https://www.nytimes.com/2025/12/23/business/media/youtube-has-a-firm-grip-on-daytime-tv.html
It's no longer uncommon to see TVs with a 'Netflix' button on the remote control, and televisions are used not only to watch broadcast programs but also to watch streaming services.
According to data from research firm Nielsen, as of March 2025, 43.5% of total television viewing time will be spent watching streaming services.
In the US, 'streaming' accounts for nearly half of TV viewing time, with YouTube accounting for 11.6% of the total - GIGAZINE
In December 2025, the figure increased further, with streaming services accounting for 46.7% of total viewers, with YouTube accounting for 12.9%, Netflix for 8.3%, Disney+ for 4.7%, and Amazon Prime Video for 3.8%.
The total viewing time for November 2025, which includes Thanksgiving, a holiday when TV viewing opportunities are particularly high, was 103.4 billion minutes. The most popular streaming title was Netflix's 'Stranger Things ,' with approximately 12 billion minutes of viewing time.
According to Nielsen, YouTube's share is growing due to the growing habit of watching TV during the day, with the average daytime audience reaching 6.3 million. Meanwhile, at night, people start watching other platforms besides YouTube, and the number of viewers is on par with that of rivals.
The survey confirmed the trend that 'when there is nothing to watch on TV or other streaming services, people turn to YouTube first,' and YouTube is likely to maintain its lead in the future.
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