YouTube dominates streaming, forcing media companies to decide whether it's friend or foe
How does YouTube's viewership share compare to Netflix?
In May, YouTube made up 9.7% of all viewership on connected and traditional TVs in the U.S., while Netflix accounted for 7.6% of viewership. Among streaming platforms only, YouTube's total viewership was close to 25% market share.
What percentage of U.S. TV viewership did YouTube claim in May?
In May, YouTube made up 9.7% of all viewership on connected and traditional TVs in the U.S., according to Nielsen. This marked the largest share of TV for a streaming platform ever reported by Nielsen's monthly "The Gauge" report.
What strategies are media companies considering against YouTube?
Media companies are considering various strategies against YouTube, including adding user-generated content to their platforms, focusing on different content areas, and developing AI-driven personalization features. Disney, for example, is considering integrating some YouTube content as shoulder programming to its scripted series and movies, while Netflix is focusing on curated content and exploring ad-supported tiers.