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YouTube has emerged as the second-largest player in the U.S. television streaming market, accounting for a record 11.1% of total viewing time in December 2024. This data, reported by Nielsen’s Media Distributor Gauge, highlights the video platform’s growing dominance in the increasingly competitive streaming landscape.
The report’s findings are particularly noteworthy when considering Spotify’s ongoing efforts to expand its own video offerings. While Spotify has been making strides in video podcasts, concert specials, and television shows, YouTube’s core video-sharing platform has managed to maintain its grip on viewers’ attention.
Interestingly, YouTube’s television viewing share percentage is even higher when factoring in its YouTube TV live-streaming service, which boasts over eight million subscribers in the United States. This suggests that the platform’s appeal extends beyond its traditional video-sharing functionality, as more and more viewers turn to YouTube for their live and on-demand television needs.
The data also sheds light on the shifting dynamics within the podcast market. Surprisingly, YouTube has surpassed Spotify as the leading podcast platform in the U.S., with users reportedly watching over 400 million hours of podcasts monthly on living room devices in 2024. This shift can be attributed to a growing preference for video-based podcast content, a trend that YouTube has been able to effectively capitalize on.
