TV sports programming content has surged 30% in viewing hours this year on YouTube versus 2023, according to a post by the video platform.
The company did not disclose specific breakdowns for viewing hours. But it did say that now, all daily global streaming viewing is over one billion hours.
YouTube also says there has been a rise in viewing of kids programming.
NFL’s “NFL Sunday Ticket” — which offers subscribers out-of-market games — has been a major contributing factor to the rise of live sports viewing.
Starting in 2023, YouTube secured exclusive access to the franchise for its virtual pay TV platform, YouTube TV, and its stand-alone YouTube Primetime Channel.
In addition, YouTube says video podcast viewing is also growing rapidly — to over 400 million hours.
YouTube says there has also been an increase in uploading of videos in the 4K format — up by over 35% year-over-year. Video creators now are making a majority of their revenue from TV — more than 30% higher year over year.
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Nielsen’s monthly Total TV measure for persons two years of age and up finds YouTube has gained in share over all individual platforms. It is now at a 10.8% share in November — up from a 10.6% share in October.
In the third quarter of 2024, YouTube’s advertising revenue grew 12% to $8.92 billion.
