YouTube has become the first streaming platform to surpass 10% of total TV viewership in the U.S. according to data from Nielsen. Nielsen reports that YouTube captured 10.4% of total TV viewership, representing a 0.5 percentage point rise from June 2024, when YouTube held a 9.9% share.

YouTube's 10.4% share of TV viewership places it ahead of other streaming services. Competitors such as Netflix, captured 8.4% of TV viewership, while Prime Video lagged with a 3.4% share. Also, Hulu and Disney+ trailed with 2.7% and 2.1%, respectively. 

Growth in streaming consumption

According to Nielsen’s report, there is an increase in the amount of time people have spent watching streaming content over the past seven months. Overall streaming consumption rose by 15% in July 2024 and now accounts for 41.4% of total TV viewing time. This indicates a growing preference for streaming services, as viewers are choosing to stream content compared to watching through traditional platforms.

Other platforms have also contributed to the overall expansion of the streaming market. For instance, Peacock saw a 33% increase in usage in July 2024, propelled by exclusive content such as the Summer Olympics and Love Island USA. This surge allowed Peacock to capture 1.5% of total TV viewing.

Amazon Prime Video and Roku Channel registered double-digit growth, securing 3.4% and 1.6% of TV viewership, respectively.