Netflix and Warner Brothers have announced a mega deal to join forces, but there’s a surprising entity that leads them both in terms of TV-viewing time.
According to Nielsen data through October 2025, YouTube commands approximately 13% of U.S. TV-viewing time, significantly outpacing both Netflix at around 8% and Warner Bros. Discovery at roughly 5%. The gap represents a remarkable shift in how Americans consume content on their television screens, with the Google-owned platform capturing more viewing hours than traditional streaming services.
YouTube’s dominance has been building steadily throughout 2024 and into 2025. The platform’s share began around 8.5% in early 2024 and has climbed consistently, reaching its current level by mid-2025. This growth trajectory stands in stark contrast to Warner Bros. Discovery, which has seen its share decline from approximately 7.5% to 5% over the same period.
Netflix has maintained relatively stable positioning throughout this timeframe, hovering between 7% and 8% of total TV-viewing time. While the streaming giant remains a major player, it has been unable to match YouTube’s momentum or prevent the Google platform from establishing a commanding lead.
The data captures broadcast and cable content viewed through services like YouTube TV, which is credited to the respective distributor rather than YouTube itself. This means YouTube’s 13% share represents primarily user-generated content, creator videos, and YouTube’s own programming rather than traditional television content redistributed through its TV service.
The viewing patterns underscore the fundamental transformation occurring in television consumption. YouTube’s model of diverse, on-demand content from millions of creators appears to be resonating more strongly with TV audiences than the curated libraries offered by traditional streaming platforms. The platform’s ability to serve niche interests and provide endless variety may be driving its outsized share of viewing time.
For media executives and investors, these trends raise important questions about content strategy and consolidation. The Netflix-Warner Bros. Discovery deal aims to create scale and leverage combined content libraries, but YouTube’s lead suggests that simply aggregating traditional entertainment properties may not be sufficient to capture maximum viewer attention in today’s fragmented media landscape.