YouTube has become the first streaming platform to break 10% of TV viewership and the first streamer to account for the most TV viewership in a single month.
The Big Picture: YouTube is officially TV now, which could reshape how the company does deals on everything from ad sales to sports rights.
Between the Lines: YouTube had a great July, per Nielsen’s TV distribution rankings.
10.4% of all TV viewership came from audiences watching YouTube on TV, with people 17 and under accounting for 30% of that viewership (that’s what happens when school is off).
It’s the first time this year that Disney (which includes all of its brands) was dethroned. It moved to second place at 9.9% of viewership.
NBCUniversal also had a good month, thanks to the Olympics — it jumped from 8.5% of TV use in June to 9.5% in July.
Closing Thoughts: YouTube’s popularity on TV demonstrates how top digital creators don’t necessarily need to transition to a premium platform to command premium viewership. But they still may need to if they want premium money.
Go Deeper: YouTube has had a bumpy road to TV dominance. Remember YouTube Originals?
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