YouTube just made history. Nielsen’s latest Media Distributor Gauge shows that, for the first time ever, YouTube topped the charts in total TV usage—capturing 11.6% of all TV viewing in February. That’s more than Netflix. More than Hulu. More than anyone.
And yes, we’re paying attention.
At Diray Media, we love a good data drop—especially one that tells a bigger story about how audiences are watching, engaging, and making purchase decisions. Spoiler alert: it’s never just one screen.
Let’s break it down—and talk about what this means for your media strategy.
The Rise of YouTube: What the Numbers Say
YouTube’s February numbers weren’t just impressive—they were record-breaking. Viewers spent over 206 billion minutes watching YouTube content on TV screens last month. And YouTube TV (its live platform) also saw a healthy 8% increase in viewership month-over-month.
What’s behind the surge?
- Kids’ content is booming.
- Creator-driven series are sticky.
- Sports, lifestyle, and live news keep users coming back.
Even more interesting: growth wasn’t limited to Gen Z and Millennials. Viewership among adults 65+ nearly doubled (+96%) over the past two years. That’s right—YouTube isn’t just for teens watching prank videos anymore.
And the momentum didn’t stop in February. Nielsen’s April Gauge showed YouTube still holding strong, with 12.0% of total TV usage—even as streaming competition intensified due to seasonal events like March Madness. With streaming overall reaching 43.8% of total TV time, YouTube’s continued dominance proves it’s more than a trend—it’s a new standard.
TV and Digital Aren’t Opposites—They’re Teammates
Here’s where we come in. At Diray, we never look at TV and digital as competing forces. Instead, we see them as a power couple—working together to amplify your message and drive results.
- TV builds awareness. It grabs attention during primetime, major events, and those “just browsing” couch sessions.
- Digital—like YouTube, CTV, and social—keeps the conversation going. It allows you to retarget, personalize, and get in front of niche audiences who are already interested.
Think of it like this:
YouTube gives your brand another chance to show up in front of the same person who just saw your TV ad during the game. But now, they’re watching a makeup tutorial, an unboxing video, or live-streaming a cooking class. With the right media mix, you’re not starting over—you’re reinforcing.
What This Means for Your Brand
If your media plan doesn’t include a thoughtful digital component, you’re likely leaving impact on the table.
Here’s what we recommend:
- Pair national TV spots with strategic YouTube placements.
- Use QR codes and custom URLs to connect offline and online.
- Follow up TV exposure with digital retargeting for conversion.
- Think about how your creative works across screens—not just on one.
At Diray, we’re all about the big picture. That means leveraging the reach and authority of traditional TV while tapping into the precision and scale of digital platforms like YouTube. The best strategies don’t choose between them—they connect the dots.
Final Takeaway: Platforms Shift. Performance Strategy Should Evolve, Too.
Audience behavior is always changing—but one thing remains the same: people want relevant, engaging content wherever they are. When you show up across screens in a way that feels natural, consistent, and intentional, your brand doesn’t just get seen. It gets remembered.
As we head deeper into 2025, one thing’s clear: the lines between TV and digital are blurrier than ever—and that’s a good thing. It opens up more opportunities for brands to show up consistently, wherever their audiences are.
Need help building that kind of strategy? That’s what we’re here for.