And the top streaming service award goes to…

… Not Netflix or Amazon Prime.

According to Nielsen, YouTube is the most popular streaming service in the US.

8.6% of YouTube viewers tune in on their television screens compared to Netflix’s 7.9%.

Some other noteworthy stats:

• Viewers watch a daily average of 1B hours of YouTube on TV.
• 61% of Gen Z prefers user-generated content over other formats.
• Top YouTube creators increased TV watch time by over 400%.

And YouTube is taking notice. The platform launched a new channel page layout for TV, jumping on its popularity.

That means if someone visits your page on a big screen, they’ll see a larger channel art display and a bigger Subscribe button. Nice!

Shorts is having a moment, too, with TV views growing more than 100% over the past year.

These are some serious numbers.

So if you’re doing any kind of video marketing, you should obviously level up your YouTube game, especially if you’re in the US.