YouTube‘s tireless work to challenge network TV has paid off: It’s officially the first streaming platform ever to exceed 10% of total living room TV usage, according to the latest data from Nielsen.
It hit this milestone in July, after reaching 9.7% of total TV viewership in March and 9.9% in June. For July, it stands at 10.4%, with the next closest competitor, Netflix, lagging behind at 8.4%.
And that record-setting 10.4% contributes to another record: streaming as a whole (with YouTube, Netflix, Amazon‘s Prime Video, Hulu, Disney+, Tubi, Roku, Peacock, Max, Paramount+, Pluto TV, and a few unnamed smaller streamers) hit 41.4% of total living room TV viewership–the largest share for any viewing format in Nielsen data history.
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