While we knew that YouTube was gaining ground in the face of declining television, the latest figures released by Nielsen represent a spectacular advance that could well be the norm of tomorrow...
In the latest report "Media Distributor Gauge" dated last April, we see that the American audiovisual landscape has been completely disrupted by YouTube and other streaming services, to the point of pushing linear television into the background.
While this study does not take French television into account, it is very likely that usage will move closer to it in the very near future.
YouTube, the new television today?
According to data published by the recently released Nielsen report, YouTube reportedly had the largest audience share for the third month in a row with 12.4% audience.
In last year's Nielsen report, at the same time, YouTube already had a significant share of the TV audience with 9.6%. And while this trend has accelerated significantly in one year, it could become even more pronounced in the coming months.
A look at the figures from the Nielsen Media Distributor Gauge study – Source: Nielsen
Even more worrying for traditional TV channels and video streaming platforms, YouTube revealed that the largest share of video traffic comes from TVs in the Americas.
And if we could contrast YouTube has been moving closer to traditional television in recent years, but the streaming platform is moving ever closer to this medium. Among the latest developments, the new "Peak Points" advertising format offers ads based on the most viewed moments in a YouTube video, which is reminiscent of advertising for traditional television series.
A few days ago, during the Upfront event, YouTube also announced the upcoming broadcast of the first NFL game of the season. Accessible free of charge to all YouTube users, the platform could break new audience records...
A stable top 5... but losing momentum
In its latest ranking, Nielsen also warns that the top 5 distributors have also been stable in recent months. But while Disney+ finished in second place with a 10.7% audience share, followed by Paramount which recorded 8.9%, YouTube's share continues to grow.
With certain announcements from competitors, such as Netflix, which recently announced a price increase in the United States, the gap could widen further. Indeed, YouTube is planning a new pricing plan that goes against its competitors, notably with a new, cheaper YouTube Premium subscription.
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