YouTube is Reshaping TV Viewing

In April 2025, Nielsen’s “Media Distributor Gauge” report revealed that YouTube has cemented its position as the leading platform for TV viewing in the U.S., capturing 12.4% of total audience time. This marks the third consecutive month YouTube has held the top spot, surpassing major competitors like Disney (10.7%) and Netflix. The platform’s growth is largely attributed to increased consumption on television screens, with internal data showing that TVs were the primary device for YouTube viewing in the first quarter of 2025.

Similarly, in Ireland, an analysis of media consumption conducted by Core showed that 61% of YouTube ads were served via CTV in Q1 2025, underscoring a parallel trend of growing YouTube viewership on large screens. This highlights the platform’s expanding influence reinforcing the shift towards TV-based digital video consumption.

To further strengthen its presence, YouTube also announced an exclusive deal with the NFL to globally stream the first Friday game of the season, signalling its expansion into live sports broadcasting.

YouTube’s dominance in TV viewing marks a significant shift in media consumption habits, with important implications for the Irish marketing landscape. As audiences increasingly turn to digital platforms for content, Irish marketers must consider adjusting advertising strategies by reallocating budgets towards online video platforms like YouTube. This shift presents opportunities for more targeted, interactive advertising campaigns, capitalizing on YouTube’s vast reach and engagement metrics. Additionally, the platform’s expansion into live sports streaming opens new avenues for brands to engage with audiences during real-time events, potentially reshaping traditional advertising strategies in Ireland.

Sources: TechCrunch, The Wrap, Irish Media Report, Core, May 2025