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Happy 2025! As we plan for the year ahead, it’s time to talk about the most important screen for your YouTube channel. It’s not the phone in your viewer’s pocket. It’s the 65-inch television hanging on their living room wall.
For years, we’ve seen this shift happen. We watched as YouTube grew from a video website into a true streaming giant. Now, the data is undeniable. The platform isn't just a competitor to services like Netflix and Disney+; it's the clear leader.
This isn’t just a trend. It is a fundamental change in how people watch video. And in 2025, this shift will accelerate faster than ever before. For creators who understand this change, the opportunity to build a real media business is massive.
How YouTube Quietly Won the Living Room
Let’s look back at the numbers, which tell a powerful story. The tipping point happened back in September of 2022. That was the month Nielsen first reported that people spent more time watching YouTube on their TVs than watching Netflix (source). The world’s biggest streaming service was officially dethroned.
Since that moment, YouTube has never looked back. While other streaming services have fought for second place, YouTube’s lead has only grown wider. A year ago, in January 2024, the race was still close. YouTube had 8.6% of all TV streaming time, just ahead of Netflix’s 7.9%.
But then something big happened. In July of 2024, YouTube crossed into double-digit territory for the first time, capturing a massive 10.4% of all streaming viewership. It has stayed above 10% ever since. People are choosing, decisively, to watch creators on their big screens. This is now the default way many people watch TV.
Think about what that means. Every single night, in millions of homes, viewers are picking up their remote and choosing to watch your content over a billion-dollar Hollywood movie or a prestige TV show. The power has shifted from the old-school studios to you, the creator.
The Next Mountain: Total TV Dominance
Winning the streaming war was just the first step. The next goal is even bigger: winning all of television. That means getting more viewing time than everyone; streaming services, broadcast, and cable channels combined. This is the true prize, and YouTube is closer than anyone thinks.
We got a glimpse of the future last summer. In July of 2024, YouTube did the unthinkable. It captured a larger share of total TV viewership than Disney’s entire empire—that includes Disney+, Hulu, and all of its linear channels like ABC and ESPN. For one month, a platform built by creators was the #1 video source in the world.
Disney retook the top spot in August and has held it since, but the message was sent. It is no longer a question of if YouTube will become the undisputed king of TV, but when. We believe 2025 is the year it happens for good.
Our key prediction is this: Sometime in 2025, YouTube will become the #1 source for all television viewing in the United States, and it will never give that spot back. The platform’s library is endless, personal, and more connected to its audience than any traditional network could ever hope to be. This is the future, and it’s arriving now.
What This Means For Your Channel in 2025
So, what should you do now? If your audience is watching you on a television, you need to create content that feels at home there. This is your chance to level up your channel and turn it into a real network. You don’t need a Hollywood budget, but you do need to be intentional.
Start by thinking about formats that work well on a big screen. Longer, more narrative videos are perfect for this. Think about creating "shows" with a clear beginning, middle, and end. A limited series on a specific topic can capture an audience’s attention much more than a random collection of vlogs.
Pay attention to your production value. Great audio is more important than ever. Make sure your graphics are clean and easy to read from a couch across the room. These small details signal to the viewer that they are watching a high-quality production.
The most important thing is a shift in mindset. You are no longer just competing with other YouTubers for clicks. You are competing with HBO, ESPN, and Disney for a spot on the family television. If that sounds intimidating, we're here to help. Schedule a free consultation call to discuss how Octo can help you compete, and win.
