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In Graphic Detail: How YouTube redrew the TV map
As YouTube has risen over the past 20 years to the streaming giant it is today, the platform has changed the way people watch TV.
It’s upfront week, and YouTube’s influence looms large over every pitch and negotiation. No better moment to revisit how, over the past 20 years, it’s become the tip of the spear in the transformation of how people watch TV.
From mobile mainstay to living room fixture
Watching YouTube on TV screens isn’t new but the pace of its monetization is accelerating fast. In the first quarter of 2025, YouTube ads served on TVs rose 88% year-on-year, according to Tinuiti’s latest benchmark report. TV screens now command 43% of YouTube video ad spend nearly doubling from 24% last year. Mobile slipped to 42%, down from 51% while desktop and tablets continue their decline.
The takeaway: YouTube isn’t just where people are watching, it’s where advertisers are betting big.
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