YouTube emerged as the big winner in Nielsen's latest monthly ranking of streaming platform TV viewing, released on March 25 (data is for the U.S. market only). With 11.6% of views, the platform gained two points compared to the previous month, thus marking its best performance since the first Nielsen ranking in November 2023. This is the second time that it has been ranked Top 1.
These results are not due to young people becoming increasingly attached to the television screen, on the contrary. The strongest increases are observed among the over 50s. Since November 2023, the share of 50-64 year-olds watching YouTube on television has increased by 62%. The share of those over 65 has jumped by 96%. They reach 20.4% and 15.4% of viewings respectively.
Despite this increase, which is on par with a retirement plan, boomers are second to last in the ranking. They are just after 12-17 year-olds, who are 6.9% watching YouTube on television, for an increase of 35%. And just before 2-11 year-olds, who represent 16.9% of the audience, with a growth of 32%. 18-34 year olds are those who watch the platform the most on television, with a 48% increase to represent 21% of users.
Television, the preferred broadcast channel for those over 50
While the oldest are the "winners" of this ranking, it is important to keep in mind that the ranking focuses on the television that reaches them the most. According to a study by Ad4Screen, boomers spend about 8 hours a day in front of it and 85% of Generation X watches it daily.
In contrast, only 54% of Generation Z has daily contact with television and 63% of Generation Y watches it once a week. However, it is easy to imagine that a teenager is more likely to watch their videos in their bedroom, on their smartphone, than in the middle of the family living room.
Even shorts are watched on television
In any case, it remains certain that the possibility of watching videos from streaming platforms on television allows you to reach a new audience while retaining another. Usage is gradually reaching all age groups in society, but also a growing proportion of its users who now watch all types of content on it.
"The "new" television is nothing like the "old" television. It's more interactive and includes content like Shorts (yes, people watch them on TV), podcasts, and live streams, alongside the sports, sitcoms, and talk shows people already love," YouTube CEO Neal Mohan explains in a blog post, who believes that the platform has become "the new TV".
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