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In the age-old debate of “watch a series or browse YouTube,” the latter is increasingly coming out on top.
Young viewers are gravitating toward free, creator-driven content over premium streaming subscriptions, and the numbers tell a compelling story.
According to Nielsen’s February 2025 analytics, YouTube now commands 11.6% of total TV viewership —surpassing Disney and rivaling the combined share of Netflix and Amazon.
Notably, this figure doesn’t even account for viewing on smartphones and tablets, where YouTube’s dominance is likely even more pronounced.
For years, industry veterans dismissed YouTubers as mere amateurs, but the data is forcing a reckoning.
A striking 56% of Gen Z viewers find social media content more relevant than traditional TV shows and movies.
Additionally, half of young audiences report feeling a stronger emotional connection to creators than to actors or TV characters. Meanwhile, 41% of consumers believe streaming services simply aren’t worth the subscription cost.
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YouTube’s appeal goes beyond its personal connection with creators. The platform offers a robust recommendation algorithm, an endless stream of diverse content, and—crucially—no hefty subscription fees.
This last point hits hard: after Disney raised its prices in late 2024, it lost 700,000 subscribers, underscoring the growing resistance to rising costs. Even YouTube’s advertising model seems to resonate better with viewers, delivering targeted ads that feel less intrusive than those on traditional streaming platforms.
These trends put legacy media companies in a precarious position. With viewers increasingly frustrated by price hikes and questioning the value of streaming services, the traditional subscription-based model is under scrutiny.
YouTube’s rise highlights a fundamental shift in how audiences consume entertainment, forcing streaming giants to rethink their strategies. As young viewers continue to prioritize accessibility, relatability, and cost, the battle for screen time is no longer just about content — it’s about understanding what today’s audiences truly value.
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