YouTube has solidified its position as a powerhouse in the TV viewing landscape, taking the top spot in Nielsen’s February 2025 Media Distributor Gauge with a record-breaking 11.6% share of time spent watching TV. The platform saw a 2% increase from January, marking its highest share to date and the second time it has led the Media Distributor Gauge since Nielsen began tracking in November 2023. The achievement underscores YouTube’s growing influence as a pure-play streamer, outpacing traditional media giants in a month that saw significant shifts in viewer habits.
Nielsen’s data reveals YouTube’s impressive long-term growth, with time spent watching the platform on TV screens surging 53% since February 2023. Back then, YouTube held a 7.9% share of TV usage, a figure that has now climbed to 11.6%, according to Nielsen’s The Gauge™ reports. A notable driver of this growth is the platform’s expanding appeal among older audiences. Viewing among adults aged 65 and older has nearly doubled over the past two years, up 96%, and now accounts for 15.4% of YouTube’s TV audience—nearly matching the contribution from kids aged 2-11 at 16.9%. Other age groups have also shown significant increases, with the 50-64 demographic up 62% and 35-49 up 50%, reflecting YouTube’s broadening demographic reach.
The February 2025 audience composition for YouTube on TV breaks down as follows: 16.9% from ages 2-11, 6.9% from 12-17, 21.0% from 18-34, 19.4% from 35-49, 20.4% from 50-64, and 15.4% from 65 and older. This diverse viewership highlights YouTube’s ability to attract a wide range of audiences, from younger viewers drawn to gaming and creator content to older users increasingly turning to the platform for entertainment and education. Notably, the data excludes viewing on YouTube TV, meaning these figures reflect organic usage of YouTube’s free, ad-supported content.
Elsewhere in the Media Distributor Gauge, FOX-owned entities climbed to third place with an 8.3% share of TV usage, their highest ranking to date. The company saw a 5% overall gain, fueled by a multi-platform Super Bowl broadcast, a 3% uptick in FOX News Channel viewership (which drove 37% of FOX’s total viewing), and a 45% surge in FOX Sports 1 viewership, largely due to NASCAR events. Meanwhile, Disney, which had its best-ever performance in January thanks to NFL games and the College Football Playoffs, slipped two share points in February, dropping out of the top slot for only the third time since the Gauge’s inception.
Nielsen’s The Gauge™, expanded in April 2024 to include the Media Distributor Gauge, provides a monthly snapshot of broadcast, cable, and streaming consumption on TV screens, offering a comprehensive view of audience behavior. YouTube’s latest milestone signals a shift in how viewers are engaging with TV, with streaming platforms increasingly dominating over traditional media. As YouTube continues to grow its share—particularly among older demographics—it’s clear the platform is no longer just a secondary screen option but a primary destination for TV viewing across generations.
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