A recent analysis reveals that YouTube, owned by Alphabet Inc., has surpassed both Disney and Netflix in terms of total TV viewership time. The streaming service is also on track to overtake Disney in revenue this year, marking a significant shift in media dominance. According to Wall Street analyst Michael Nathanson, YouTube's success can be attributed to its engagement strategies, advertising prowess, and subscription growth. This report highlights the changing landscape of media consumption as traditional companies adapt to the streaming era.

Rise of YouTube: Key Details and Insights

In the vibrant world of digital entertainment, YouTube emerged as the top contender in February 2025, capturing an impressive 11.6% of total TV viewing time. This achievement reflects a 2% increase from previous records, setting a new high for the platform. Meanwhile, Disney's share fell by 2 percentage points to 10%, losing its long-held leadership position. The data comes from Nielsen’s February 2025 Media Distributor Gauge, which tracks media consumption trends. Furthermore, YouTube generated $54.2 billion in revenue in 2024, placing it second among media giants. Disney, excluding its parks division, earned $59.7 billion, while Warner Bros. Discovery and Netflix trailed behind with approximately $39 billion each.

YouTube's financial backbone remains its advertising model, which raked in over $36 billion last year. Its subscription services, such as YouTube Premium, YouTube Music, and NFL Sunday Ticket, continue to grow steadily. Additionally, YouTube TV aims to become one of the largest pay-TV providers in the United States. Another remarkable trend is the increasing popularity of YouTube on non-computer screens. Since February 2023, viewing time on TVs has surged by 53%. Older demographics have significantly contributed to this growth, particularly adults aged 65 and above, whose viewing time has nearly doubled over two years.

As media companies grapple with the transition to streaming, YouTube exemplifies how innovative strategies can propel a brand to the forefront. Nathanson emphasizes that YouTube's ability to engage users across multiple platforms and demographics sets it apart in an increasingly competitive market.

From a journalistic perspective, YouTube's rise signals a profound transformation in how audiences consume content. Traditional media outlets must rethink their approaches to remain relevant. For readers, this story underscores the importance of adaptability and innovation in today’s rapidly evolving digital age. Embracing change could be the key to thriving in this new era of media consumption.