YouTube is TV, and TV is YouTube.
That’s the key takeaway from YouTube CEO Neal Mohan’s annual letter. In it, Mohan states, “YouTube is the new television.” And he’s right. Consider these stats from his letter:
People aren’t just watching YouTube on their computers or phones. TV has surpassed mobile and is now the primary device for YouTube viewing in the U.S. (by watch time), and according to Nielsen, YouTube has been #1 in streaming watch time in the U.S. for two years.
Mohan goes on to say, “For more and more people, watching TV means watching YouTube.”
Why This Matters:
A few interesting things to consider here:
YouTube’s TV dominance is driven by two key factors: First, its growing library of long-form content makes it a direct competitor to traditional television. Second, the seamless integration of short-form video (Shorts) on the big screen allows YouTube to compete with mobile-first platforms like TikTok and Instagram. This combination makes YouTube a one-stop shop for all video content, threatening any other video platform.
Mohan also highlighted AI as a major opportunity in his letter. At first, it seemed like a predictable attempt to boost share value, but he makes a strong case. He points out that AI tools can “empower creators and artists throughout their creative journey,” making it easier to produce better content. He also emphasizes AI’s role in helping creators reach more people, citing features like auto-dubbing, which helps translate videos into multiple languages instantly. AI will only fast-track YouTube’s dominance as the go-to TV platform.
And now that TV is the primary screen for YouTube, that shift has major implications for advertising. Marketers have long treated YouTube as a digital video platform, but as it cements itself as a TV replacement, more traditional TV ad budgets will likely follow.
Experts React:
Lots of reactions to this one on adtech X.
Our Take:
A random thought (which is exactly what this section is for) — one of the key reasons YouTube is growing as a TV replacement is ease of use. We have more streaming options than ever—Netflix, Apple TV, Paramount, you name it. But YouTube’s rise on TV screens suggests that people are increasingly apathetic toward these platforms, finding them cumbersome and exhausting. There’s too much scrolling, too much content, and too many choices.
The algorithmic beauty of YouTube is that it serves up just relevant enough long-form videos or Shorts in a no hassle way. (That has also helped fuel TikTok’s growth.)
