YouTube Owns The Living Room But Brands Are Missing Out

"YouTube now accounts for the largest share of television screen time in the United States, representing roughly 12 percent of total daily TV usage, according to Nielsen's monthly Gauge reports. Connected TV advertising in the U.S. exceeded $30 billion in 2025, reflecting sustained growth in streaming environments. These patterns position YouTube as a core video distribution platform operating within both mobile and living room contexts."

"An increasing number of Creator Economy executives argue that many Fortune 500 advertisers continue to approach YouTube primarily as a paid media channel rather than as a cultural and narrative ecosystem. The CMO's perspective was culture doesn't happen on YouTube in the way that TikTok and Instagram culture happens there, with the perception linked to visibility and higher volume of traditional celebrities on short-form platforms."

YouTube has become the largest share holder of television screen time in the United States, accounting for approximately 12 percent of total daily TV usage according to Nielsen data. Connected TV advertising in the U.S. exceeded $30 billion in 2025, demonstrating sustained growth in streaming environments. Despite these metrics, many Fortune 500 advertisers continue to view YouTube primarily as a paid media channel rather than recognizing it as a cultural and narrative ecosystem. Industry executives argue there exists a perception gap where marketing leaders believe culture happens on short-form platforms like TikTok and Instagram due to higher visibility of traditional celebrities, rather than recognizing YouTube's substantial influence across both mobile and living room viewing contexts.

Read at Forbes