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YouTube reigns supreme in crowded streaming wars

Article by Emmy Liederman  |  Sep 15, 2025
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YouTube reigns supreme in crowded streaming wars
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Time Spent with Media
Video-on-Demand (VOD)
United States
YouTube Dominates Streaming Watch Time, (time spent with streaming TV as % of total US time spent with TV, by platform/company, July 2025)
E-Mail ChartDownload

Key stat: 13.4% of all US streaming TV time is spent watching YouTube, more than any other streaming platform, according to July 2025 data from Nielsen.

Beyond the chart:

  • Streaming makes up nearly half (45.3%) of ad-supported TV viewing, according to the Nielsen data.
  • Some 62% of US adults have cut the cord and moved to streaming only services, according to a July 2025 report from CivicScience.

Use this chart: Marketers can use this chart to inform how they can prioritize YouTube in their CTV media mix—especially for reaching younger, cord-never audiences. Streaming platform marketers can invest in short-form and creator content to stay competitive in watch time battles.

Related EMARKETER reports:

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