In a significant development, YouTube has taken the lead over Disney in Nielsen's Media Distributor Gauge for February. The Alphabet-owned platform achieved an 11.6% share of time spent watching TV, marking its highest share to date and second time topping Nielsen’s list since November 2023. Older audiences have driven this increase, with viewing from adults aged 65 and above growing by 96% year-over-year. Meanwhile, Disney came in second place with a 10% share after losing two points. Other key players like Fox climbed to third place with an 8.3% share, largely due to Super Bowl and Fox News Channel viewership boosts.
Growth in YouTube's Audience Demographics
YouTube's rise in TV viewing is notably fueled by older demographics. Adults aged 65 and up now account for 15.4% of the platform's total viewing, showing a remarkable increase of nearly double in the last two years. This demographic shift highlights a growing trend where seniors are increasingly engaging with digital content. Furthermore, the age group between 50-64 represents the largest segment at 62%, followed by other groups such as 35-49 (19.4%), 18-34 (21%), 12-17 (6.9%), and children aged 2-11 (16.9%).
This demographic surge reflects changing preferences among older generations who are adopting online platforms more actively than ever before. The substantial increase in viewing hours suggests that YouTube's diverse content offerings cater effectively to these audiences. For instance, educational videos, news segments, and how-to tutorials appeal strongly to older users seeking both entertainment and information. Moreover, the platform's ease of use and accessibility contribute significantly to its popularity across all age groups, particularly enhancing engagement among senior viewers.
Streaming Industry Dynamics Amid Broadcast Decline
The streaming sector continues to expand, adding 0.9 share points month-over-month to reach a total of 43.5%, its highest share yet. In contrast, traditional broadcast and cable combined accounted for 44.4% of TV viewing in February. Netflix led the streaming programs with "The Night Agent" garnering 6 billion viewing minutes, followed by Disney+'s "Bluey" with 4.2 billion minutes. Cable news gained traction, representing 27% of all cable viewing, primarily driven by Fox News Channel telecasts.
Despite the prominence of major events like the Super Bowl, total broadcast viewing dropped by 10%, accounting for just 21.2% of TV, while cable viewing fell by 9%. Sports event viewership experienced significant declines, decreasing by 54% on broadcast and 42% on cable compared to January. These figures underscore shifting consumer habits towards streaming services, which offer personalized, on-demand content that appeals more broadly to modern audiences. Additionally, broadcast dramas saw a 15% increase versus last month, highlighting specific niches where traditional media still maintains strong appeal despite overall downward trends. As industry dynamics evolve, companies must adapt strategies to meet evolving viewer expectations, emphasizing flexibility and innovation in content delivery methods.