Hearing a lot of debate on whether YouTube is TV or not….What’s your take, Skip?
—Anonymous, EVP of Programming
Let me stop you right there. This isn’t a debate. It’s a funeral for the old guard, and YouTube is delivering the eulogy, on a 75-inch screen, with 15-second skippable ads.
Here’s the blunt truth: YouTube is TV. Not because it fits the traditional mold. Because it replaced it. It occupies the same device, commands the same attention, and swallows the same budget line-items. It just doesn’t ask permission.
Still clinging to Nielsen as your sacred text? Great. Then read it: YouTube led all TV platforms again last month, including when ranked by parent company. YouTube beat Netflix. Beat Disney. Beat everyone. This isn’t a one-off. It’s a pattern. People now watch YouTube on their TVs more than on phones or any other device—more than a billion hours a day. That’s more viewing than Disney gets from its entire output: broadcast, cable, and streaming combined.
Now, to the gatekeepers clutching their pearls: “But Skip, YouTube isn’t real TV. It’s fragmented. It’s algorithm junk. It doesn’t have hits!”
Cool story. And radio didn’t have sitcoms either. Things evolve. What you’re calling fragmentation is actually personalization. What you’re calling junk is exactly what your kids binge. And hits? Let’s talk reach. MrBeast dropped a video that pulled 100 million views in 48 hours. That’s more than the Super Bowl in half the time, without Rihanna, beer ads, or the NFL machine behind it.
“But it’s all just sleep loops and pirated clips!” Yeah, and network TV is all reruns and Masked Singer. Every medium has garbage. YouTube just doesn’t pretend otherwise. It lets the audience decide. And guess what? They’re deciding every single day to spend more of their time there than anywhere else.
And if you think this is still solo snackable content, take a seat. Good Mythical Morning now gets over half its views on TV sets. So does Hot Ones. Viewers have moved from bedrooms to living rooms—and brought their friends. Rhett & Link run a 100-person operation outside L.A. with writers’ rooms, prop departments, and sound stages. That’s not amateur hour. That’s daytime TV in a lab coat.
Here’s the part that should keep traditional media up at night: YouTube’s dominance isn’t just with Gen Z. It’s cross-demo, cross-device, and cross-border. It’s the new first stop when the TV turns on. The default, not the alternative. That’s how you know it’s won.
And let’s talk money. Longer YouTube videos mean more mid-roll ads. More mid-rolls = more money. That’s why creators are going long, and why advertisers are following the cash. Try selling “appointment viewing” to a brand manager who just got 3x conversions from a mid-roll in a grooming tutorial.
Meanwhile, YouTube isn’t just playing in the margins. It’s buying the crown jewels. NFL Sunday Ticket? That’s a $2 billion signal flare. They’re even airing an NFL game for free this fall. That’s not dabbling in sports rights—that’s torching the gate.
What’s really happening is that YouTube has done what no one else could: it broke the monoculture and built something stronger—a mesh of microcultures that feel personal, participatory, and alive. It’s not about being the “new TV.” It’s about being the next reality. One where creators matter more than showrunners, where discovery matters more than distribution, and where viewers call the shots.
So go ahead and nitpick. Say it’s not really TV. Keep drawing lines around what counts. But here’s the thing about lines: the audience doesn’t see them. They just see what they want, when they want it—and YouTube keeps giving it to them.
If you’re still asking whether YouTube is TV, you’re not just behind the times. You’re in the wrong business.
Skip Says:
- YouTube isn’t redefining TV, it already did.
- The algorithm is the new channel lineup.
- MrBeast is pulling bigger numbers than your primetime lineup. Deal with it.
- Deny it all you want, but your audience, and your ad dollars, have already moved on.
Ask Me Anything
Whether you’re fed up, fired up, or just want the truth behind the trends, send me your questions using this form. Anonymity guaranteed. Bullshit not included.
