YouTube features took center stage at this year’s Brandcast upfronts, as the platform celebrated its dominance in connected TV (CTV) streaming and unveiled a slate of tools for advertisers and creators.
For the first time, TV has overtaken mobile as the primary device for YouTube viewing, signaling a major shift in user behavior and platform strategy.
TV Is Now King of YouTube Viewing
According to Nielsen, YouTube has been the No. 1 streaming service on U.S. TV sets for over two years. This surpasses giants like Netflix, Disney+, and Amazon Prime Video.
As of Q1 2025, televisions overtook mobile devices as the primary way people watch YouTube content. In fact, in February and March 2025, YouTube was the top media company based on U.S. watch time across broadcast, cable, and streaming platforms combined.
YouTube CEO Neal Mohan emphasized this milestone during the Brandcast presentation, saying:
“YouTube is not just a video platform; it’s the home of culture. From the biggest artists to homegrown creators, we are shaping how people watch and engage with content on the largest screen in their homes.”
