YouTube has reaffirmed its dominance in the streaming world, securing the top spot for watch time in the U.S. for the third month in a row as of April 2025.
According to Nielsen’s latest data, the platform accounted for 12.4% of total screen time, pulling ahead of competitors like Disney (10.7%), Paramount (8.9%), and NBCUniversal (8.2%). This consistent growth — up from 11.6% in February and 12% in March —solidifies YouTube’s position as the king of streaming, driven by its diverse content offerings and innovative monetization strategies.
A Steady Rise in Viewer Attention
YouTube’s upward trajectory in 2025 is a testament to its adaptability in a competitive streaming landscape. The platform’s share of screen time has climbed steadily, from 11.6% in February to 12.4% in April, reflecting its ability to capture and retain viewer attention.
Unlike subscription-based services like Disney+ or Paramount+, YouTube offers free access to a vast array of content — from vlogs and tutorials to live streams and music videos — supported by ads. This accessibility, paired with its algorithm-driven recommendations, keeps viewers engaged longer than its rivals.
The gap between YouTube and its competitors is telling. Disney, with its powerhouse franchises, trails by 1.7 percentage points, while Paramount and NBCUniversal lag further behind. YouTube’s lead highlights its unique position: it’s not just a streaming service but a cultural hub where creators and audiences converge, offering something for everyone in a way that curated platforms struggle to match.
Shorts Catch Up to Long-Form Content in Revenue
Beyond watch time, YouTube is making significant strides in monetization, particularly with its short-form video format, Shorts. In a recent statement reported by Variety, YouTube CEO Neal Mohan revealed that Shorts have achieved revenue parity with long-form content in several markets, including the U.S.
In some regions, Shorts are even outpacing traditional videos in earnings per hour of watch time. This milestone marks a turning point for YouTube, which launched Shorts in 2020 to compete with TikTok’s explosive growth in the short-form video space.
The success of Shorts is no accident. YouTube has increased ad impressions within the format, leveraging AI to enhance targeting precision and deliver more relevant ads to viewers. This has boosted revenue while maintaining user experience—a delicate balance in ad-supported platforms.
Additionally, overall watch time on YouTube grew by 20% in the first quarter of 2025 compared to the previous year, providing more opportunities for ad placements across both Shorts and long-form content. This growth reflects YouTube’s ability to keep viewers hooked, whether they’re watching a 15-second clip or a 30-minute documentary.
Why YouTube Continues to Win
YouTube’s dominance in 2025 stems from its ability to evolve with viewer habits and creator needs. Shorts, for instance, cater to the growing demand for quick, digestible content, while long-form videos remain a staple for in-depth storytelling and education.
The platform’s use of AI doesn’t stop at ad targeting — it also powers its recommendation engine, ensuring users are served content that keeps them engaged. This personalization sets YouTube apart from competitors, whose algorithms often struggle to match the same level of precision.
Moreover, YouTube’s creator-friendly ecosystem fosters a steady stream of fresh content, from viral Shorts to niche long-form series.
With over 2 million creators in its Partner Program as of early 2025, YouTube empowers a diverse range of voices, ensuring there’s always something new to watch.
This creator-driven model, combined with strategic monetization improvements, has made YouTube a formidable player in the streaming wars.
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The Road Ahead for Streaming
YouTube’s third consecutive month at the top of Nielsen’s watch time rankings, paired with the revenue success of Shorts, sends a clear message: the platform is not just surviving but thriving in the streaming era.
As competitors like Disney and Paramount invest heavily in exclusive content and subscriptions, YouTube’s free, ad-supported model continues to resonate with a global audience.
With watch time up 20% and Shorts proving their financial viability, YouTube is poised to maintain its crown as the streaming king for the foreseeable future.
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This article highlights YouTube’s dominance in streaming, its growth in watch time, and the success of Shorts in monetization, using Nielsen data and insights from Variety to illustrate its strategic wins.
