YouTube Takes on TV 2026

How the Video Service Is Disrupting Traditional TV

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About This Report
YouTube is becoming TV. As its viewing shifts to TV screens and ad budgets blur across channels, marketers need to rethink where TV ends and digital video begins.
Table of Contents

YouTube is reshaping TV by stealing TV viewing and ad budgets. Marketers must balance the platform’s social roots with its growing role in connected TV (CTV) and traditional TV strategies.

Key Question: How is YouTube transforming TV ad buying, and what does that mean for marketers?

Key Stat: In 2027, TVs will account for 44.2% of time spent with YouTube among US adults, more than any other device.

Clients can find the full version of this chart later in the report.

authors

Ross Benes

Contributors

Rahul Chadha
Director, Report Editing
Sakina Thanawala
Copy Editor
Emman Velasco
Data Visualization Editor
Jherr Daven Velasco
Data Visualization Editor
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