In this day and age, short video formats are quite popular among users. Dominated by TikTok and other social media platforms, some may feel that the long video format on YouTube is becoming increasingly irrelevant. However, a Nielsen report might change your mind. So, what should you know about it?
According to Nielsen, YouTube continues to strengthen its position as the dominant media platform in the living room, with Nielsen's latest report for April 2025 showing that it accounted for 12.4% of total television viewing, the highest percentage ever recorded by the platform.
Additionally, it is also the third consecutive month that YouTube has topped the list, reflecting a major shift in users' viewing habits. Behind YouTube, Disney remains in second place with 10.7% of TV viewership. This small jump was helped by sporting events like the NFL Draft and NBA Playoffs, as well as the success of series like Grey's Anatomy, which are easily accessible across multiple platforms and channels.
Meanwhile, Paramount recorded the biggest growth this month, up 8.9%, driven by increased viewership on its CBS network. Meanwhile, NBCUniversal and Warner Bros. Discovery gained 8.2% and 6.7%, respectively. WBD got a big boost from NBA games on TNT and the success of HBO series The White Lotus on the Max platform.
Meanwhile in Malaysia
According to Statista, traditional TV in Malaysia is significantly shaped by macroeconomic factors such as consumer spending power, technological advancements, and government policies. However, Malaysians are increasingly gravitating towards on-demand video content just like their global counterparts.
This trend is heavily influenced by younger demographics who prefer streaming services over traditional TV. It's also worth noting that streaming platform growth has been drastic thanks to the wide-spread availability of mobile phones and internet in Malaysia.
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