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YouTube is positioning itself as an all-in-one streaming platform, attracting advertisers and reshaping VOD consumption habits.

The same story will play out with Disney+: We expect its time spent to decline by 1.0% this year thanks to its less-engaged ad-supported viewers. Estimates for Hulu and the other sub OTT services were not affected by the writers strike.

Globally, its viewers outnumber the biggest social media, digital video, and digital audio platforms. And this is despite the fact that it has been banned in some highly populous countries (including China). YouTube also leads all other digital platforms for US time spent.

Dropping viewers: Netflix is expected to lose viewers for the second consecutive year in 2023 according to our forecast update, with the number of viewers decreasing by 0.5% to 170.6 million. The decline is attributed to the implementation of paid account sharing, which will likely cause casual viewers to drop off and subscribers to downgrade or cancel their plans.

YouTube tops TV rankings: Nielsen鈥檚 February data shows YouTube capturing 11.6% of TV viewing, overtaking Disney and redefining the streaming landscape.

Streaming stick/device ownership is also boosting online viewership. Nearly a third (32.0%) of internet users owned a streaming stick/device in H1 2023, up from 29.9% last year and 22.2% in 2019. For many, streaming devices are a cheaper alternative to buying a new smart TV. Streaming video consumption is still considerably lower in Canada than in the US.

TV viewers. Video-on-demand (VOD) viewers. Social media/messaging users. Digital audio listeners. Voice assistant/search users. Executive Summary. Ownership of nonessential digital devices is lowest in Southeast Asia compared with the rest of the world. The figures reflect a greater income divide among respondents in the region comparatively.

New features let brands display shoppable feeds and target ads during key video moments, capitalizing on YouTube's rising share of streaming time.

Some 241.8 million people in the US will watch YouTube this year, or 90.4% of digital video viewers in the US, per our February 2024 forecast. More people will watch YouTube than subscription OTT, ad-supported video on-demand, or free ad-supported streaming TV. YouTube was the second largest TV distributor by watch time in June 2024, behind only The Walt Disney Company, according to Nielsen. 3.

Netflix will have 18.1 million viewers aged 11 and under in the US, per our February 2024 forecast. That accounts for more than a third (36.6%) of the age group overall.