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YouTube Views Skyrocket—On TV

April 5, 2023

A survey of consumer streaming behavior shows that Disney holds a commanding lead in users, primarily due to the popularity of Hulu, in which Disney has a major stake. Second in overall popularity is YouTube, experiencing skyrocketing popularity for viewing on TV rather than on other devices. YouTube was the first choice of those under 45 years old, edging out Netflix. The increasing success of YouTube on TV raises questions about whether the platform even qualifies as television, with industry, network, and advertising sectors having different stakes in the answers. But the ultimate decision will rest with advertisers, who will need to decide whether YouTube should be included in their budgets for TV or for digital. 

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