"13.4% of all US streaming TV time is spent watching YouTube, more than any other streaming platform, according to July 2025 data from Nielsen."
"Streaming makes up nearly half (45.3%) of ad-supported TV viewing, according to the Nielsen data."
"Some 62% of US adults have cut the cord and moved to streaming only services, according to a July 2025 report from CivicScience."
"Marketers can use this chart to inform how they can prioritize YouTube in their CTV media mix-especially for reaching younger, cord-never audiences. Streaming platform marketers can invest in short-form and creator content to stay competitive in watch time battles."
YouTube accounts for 13.4% of all US streaming TV watch time, the largest share among streaming platforms per July 2025 Nielsen data. Streaming represents 45.3% of ad-supported TV viewing, highlighting the shift of ad dollars and audiences to streaming environments. A July 2025 CivicScience report finds 62% of US adults have cut the cord and now use streaming-only services. Marketers should prioritize YouTube within CTV media mixes to reach cord-never and younger audiences. Streaming platforms should invest in short-form and creator-driven content and platform-specific creative to compete for watch time and engagement.
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