The news: YouTube’s global reach is rewriting entertainment power dynamics. Creator-led channels now rival and surpass traditional studios, signaling a shift from centralized production to audience-driven storytelling. That dominance extends beyond mobile screens and into the living room.

YouTube accounts for 13.4% of all US TV viewing, eclipsing Netflix’s 8.8% and nearly tripling Disney’s 4.7%. Amazon Prime Video trails at 3.8%, with Roku, Tubi, and Paramount each below 3%, per Nielsen. 

Why it’s worth watching: YouTube has become both the largest streaming network and the biggest stage for creators, families, and brands, per Social Blade, which listed the top YouTube creators by subscribers.

MrBeast’s 448 million subscribers exemplify a new media model—where personal brands can outscale billion-dollar studios. MrBeast’s hybrid of philanthropy, stunts, collaborations, and storytelling defines the “creator-as-network” era.

• MrBeast > T-Series: One individual now surpasses India’s biggest studio, T-Series (306 million subscribers),  showing that creative energy no longer rests solely with big production houses.
• YouTube > Netflix: Open access and creator diversity have made YouTube the preferred platform for viewers and advertisers, illustrating the power of participation to drive reach.
• Global and local: Channels like SET India (187 million subscribers) and T-Series sustain massive viewership, proving that cultural storytelling and localization drives scale.

Family and kids’ content anchors loyalty: Half of YouTube’s top 10 channels—Cocomelon, Like Nastya, Vlad and Niki, Kids Diana Show, and SET India—target youth- and family-friendly viewership. 

Their evergreen, education-meets-entertainment models fuel engagement, drive retention, and reinforce viewer trust. Here are some takeaways from Social Blade’s findings:

• Cocomelon’s 198 million subscribers position it as a digital preschool TV destination.
• Family-safe storytelling generates cross-generational appeal and brand and advertiser confidence.
• Ad-supported formats like YouTube keep engagement high and barriers to entry low.

What this means for brands: Half of the top 10 YouTube channels cater to kids and families, offering reliable spaces for brand-safe storytelling and high retention, provided that compliance with child privacy rules is prioritized.

Brands that treat creators as strategic media partners—not just influencers—will command trust, deeper engagement, and measurable ROI.