YouTube has solidified its position as the leading streaming service in America, according to Nielsen, the global powerhouse in audience measurement. For an entire year, YouTube has held the #1 spot in watch time, with users regularly turning to the platform for content from YouTubers, artists, and other media sources.

YouTube shared this news on its blog and attributes this honor to the platform’s unique strengths that keep viewers continuously engaged and returning. Audiences are more driven than ever to the platform now that traditional boundaries between professional and user-generated content are blurring.

YouTube CEO Neal Mohan stated in a recent letter to the community: “When I started at YouTube, people thought about content from major studios and content from creators as entirely different. But today that stark divide is gone.”

Furthermore, YouTube also gave credit to the power of its creators and immersive experiences. Viewers appreciate the authenticity and connection they experience with the broad and diverse spectrum of creators currently on the platform. The fact that these creators are not as polished as Hollywood celebrities but have a personal and real quality resonates with audiences.

The rise of YouTube in television viewership signals a shift in viewing habits. The platform boasts an average of over 1 billion hours of daily TV content consumption. The number of creators receiving most of their views on TVs has seen a dramatic 400% increase, and the popularity of YouTube Shorts on connected TVs has surged by over 100% between January and September 2023.

YouTube’s recent updates to its content experience on mobile, desktop, and living room platforms show a commitment by the platform to remain in the number one spot. It remains to be seen if YouTube will continue to hold onto the crown and if more changes are on the way for a longer reign as America’s top streaming service.