In February 2025, YouTube emerged as the leading platform in Nielsen’s Media Distributor Gauge, capturing 11.6% of total TV viewing time. This represents a 2% increase from January and marks YouTube’s highest share of television viewership to date. It is also the second instance since November 2023 that YouTube has topped the rankings. Over the past two years, there has been a significant rise in YouTube viewership on TV screens, increasing by 53%. Notably, older demographics have increasingly contributed to this growth, with adults aged 65+ nearly doubling their engagement (+96%). Meanwhile, FOX-owned entities saw a 5% increase due to successful multi-platform events like the Super Bowl and an uptick in FOX News Channel viewership, propelling them to third place. Conversely, Disney experienced a decline after its peak performance driven by NFL games and college football playoffs.

Detailed Insights into YouTube's Rise and Industry Shifts

In the vibrant month of February 2025, YouTube made headlines by securing the top spot in Nielsen’s Media Distributor Gauge. The platform captured an impressive 11.6% of all television viewing hours, reflecting steady growth over recent months. Compared to just two years prior, YouTube's share of television usage has risen from 7.9% to its current record-high percentage. Among various age groups, children aged 2-11 remain substantial contributors, accounting for 16.9% of the audience composition, while adults aged 65+ have shown remarkable growth, nearly doubling their engagement levels (+96%) compared to February 2023.

Beyond YouTube, other media conglomerates showcased varying trends. FOX-owned networks capitalized on major sporting events such as NASCAR races and the Super Bowl, boosting overall viewership by 5%. Their news channel also experienced a notable 3% increase in viewership, contributing significantly to the company’s overall success. On the contrary, Disney faced challenges following its previous high-water mark fueled by NFL matches and college football playoffs, dropping two points in market share and falling out of the top position.

From a broader perspective, these shifts highlight evolving consumer preferences and the growing importance of digital platforms in shaping modern media landscapes.

As a journalist observing these developments, it becomes evident that traditional broadcasting models are gradually yielding to more flexible, accessible streaming services tailored to diverse audiences. The surge in older demographic participation underscores how platforms like YouTube continue adapting to meet evolving viewer needs, offering content that resonates across generations. For readers, this trend suggests exciting possibilities for personalized media consumption experiences in the future, emphasizing innovation and adaptability as key drivers of industry success.