YouTube Overtakes Netflix and Disney in TV Watch Time

[madtrader]

The AI expansion aligns with shifting viewing habits. According to Nielsen, YouTube accounted for 12.4% of total television audience time in April 2025 — surpassing both Netflix and The Walt Disney Company in share of TV viewing.

As more households consume YouTube through connected TVs, embedding AI directly into the television interface allows users to explore content without interrupting playback. The feature reflects a broader push to make TV viewing more interactive, personalized, and conversational — blurring the line between passive watching and active engagement.

[johnblockbuster]

We’ve officially blurred the line between “watching TV” and “scrolling the internet on a giant screen.”