YouTube Remains Top U.S. Streaming Platform as Viewers Become 24/7 Fans

YouTube dominates US streaming, with 75% growth in Shorts views on TVs, as viewers become "24/7 fans" engaging across devices. This presents new opportunities for creators and advertisers to connect with loyal audiences.

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Sakchi Khandelwal
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YouTube Remains Top U.S. Streaming Platform as Viewers Become 24/7 Fans

YouTube Remains Top U.S. Streaming Platform as Viewers Become 24/7 Fans

YouTube continues to dominate the streaming landscape in the United States, with viewers deeply engaging with creator content across all screens. The platform has seen a remarkable 75% growth in YouTube Shorts views on connected TVs, indicating that viewers are becoming "24/7 fans" and consuming content more extensively.

This trend highlights YouTube's continued supremacy in the streaming market, even as other platforms like Netflix work to solidify their market share. Viewers are increasingly turning to YouTube for a wide range of content experiences, from long-form videos to the bite-sized YouTube Shorts format.

The rise of streaming and creator content has made it easier for people to access, explore, and engage with content they care about, turning casual viewers into deeply engaged fans. This is particularly evident in the beauty community, where there have been 36 billion views on YouTube videos related to skincare in the past year alone.

YouTube's popularity extends beyond mobile devices, with viewers globally watching over 1 billion hours of YouTube content on their TVs every day. This trend is further supported by the fact that people follow their favorite creators to the living room screen, solidifying YouTube's position as the #1 leader in streaming watch time.

Why this matters: YouTube's continued dominance in the streaming market has significant implications for content creators, advertisers, and the broader entertainment industry. As viewers become increasingly engaged with YouTube content across multiple devices, it presents new opportunities for brands to connect with their target audiences and for creators to build loyal fan bases.

To capitalize on this growing trend, YouTube has introduced new advertising services like YouTube Select Shorts, which allows advertisers to place ads alongside selected short video trends in popular categories. This service targets the massive audience of YouTube Shorts, which attracts over 2 billion monthly logins and 70 billion daily views, providing advertisers with customized options for ad style, format, and length to enhance brand engagement and visibility.

Key Takeaways

  • YouTube dominates US streaming, with 75% growth in Shorts views on connected TVs.
  • Viewers are becoming "24/7 fans", consuming content extensively across devices.
  • YouTube's popularity extends beyond mobile, with 1B hours of content watched daily on TVs.
  • YouTube introduces new ad services like Shorts to target its massive 2B+ monthly users.
  • YouTube's innovation and creator support are key factors in its ongoing streaming dominance.