Can YouTube Be Considered the New Television?
YouTube’s chief executive recently made the following claim: “YouTube is the new television.” A statement like this is bound to stir discussion, but does the data back it up? Let’s take a closer look at the numbers.
TV vs. YouTube: The Hard Data
In the U.S., the television set has indeed become the “primary device” for watching YouTube. However, that doesn’t mean YouTube dominates TV viewing. According to Nielsen’s The Gauge, YouTube accounts for only 11.1% of TV-set viewing in the U.S., far from making traditional television obsolete.
The UK presents an even starker contrast. Data from Barb in 2024 shows that YouTube accounted for just 8.1% of TV-set viewing. Meanwhile, traditional television still commands a dominant 91.9% of total TV-set viewing time (74.2% from broadcasters, 17.5% from subscription video-on-demand services like Netflix, and 0.1% from ad-supported platforms like Samsung TV Plus). These figures highlight that television remains the overwhelming choice for audiences watching on a TV set.
The Youth Argument
One common counterpoint is that younger audiences drive YouTube’s rise. This is true, to an extent. Among 16 to 34 year olds in the UK, YouTube represents 16.2% of TV-set viewing, but traditional TV still accounts for 83.5%. Even within this demographic, television remains the preferred medium.
YouTube’s Place in the Bigger Picture
There’s no denying that YouTube is an integral part of modern media consumption. It’s the dominant video sharing platform and a staple in many people’s lives. But should it be considered the “new television”?
When you aggregate YouTube viewing across all devices (smartphones, tablets, laptops, and TVs), it totals around 53 million hours watched per day by UK adults (data from Ipsos Iris and Barb). In comparison, TV viewing stands at 209 million hours per day.
From an advertising perspective, TV remains the dominant force, accounting for 85% of all audiovisual advertising time in the UK, while YouTube accounts for just 11.1% (source: Thinkbox Trends in TV 2025).
A Changing Definition of Television?
YouTube’s growing presence on TV screens is undeniable, but whether it replaces traditional television is still up for debate. Perhaps the real question isn’t whether YouTube is television, but rather how the definition of television is evolving.
As YouTube’s CEO has pointed out, "The 'new' television doesn’t look like the 'old' television. It’s interactive and includes things like Shorts, podcasts, and live streams, right alongside the sports, sitcoms, and talk shows people already love." (Source: YouTube Blog, "Our Big Bets for 2025").
Ultimately, what people consider television today isn’t necessarily what we’ve always defined it as. With streaming services, user-generated content, and on-demand viewing, the lines between digital and traditional TV are blurring. What do you think—does television mean the device we watch on, the type of content we consume, or the way we engage with it?