YouTube becomes the world’s largest media company

Advertising revenue surpasses traditional media giants

YouTube has officially become one of the most powerful media platforms in the world, reshaping the global entertainment and advertising landscape. According to estimates from media research firm MoffettNathanson, YouTube’s advertising revenue in 2025 reached approximately $37.8 billion, surpassing the combined advertising income of major Hollywood companies such as Disney, NBCUniversal, Paramount Skydance, and Warner Bros. Discovery.

This shift marks a significant change in the media industry. Just a year earlier, in 2024, YouTube generated around $36.1 billion in advertising revenue, which was still lower than the combined $41.8 billion earned by those traditional media companies. However, the rapid growth of the platform allowed it to overtake them within a single year.

Another important factor behind YouTube’s success is its partnership model with creators. The platform shares 55% of advertising revenue with content creators, while keeping the remaining portion. This system has helped build one of the largest ecosystems of digital creators in the world.

YouTube dominates both advertising and viewership

Advertising is only one part of YouTube’s dominance. According to Nielsen data, the platform also captured a larger share of television viewership in the United States than Disney, NBCUniversal, Paramount, and Warner Bros. Discovery combined during early 2025.

YouTube currently holds about 12.5% of total TV viewing time, while Netflix — its closest streaming competitor — accounts for around 8.8%. Despite Netflix’s strong subscription model, it still cannot match YouTube’s advertising reach and free access model.

In addition to advertising, YouTube generated nearly $22 billion in subscription revenue in 2025. This includes services such as YouTube Premium, YouTube Music, YouTube TV, and the NFL Sunday Ticket package for sports fans. Analysts expect subscription revenue to grow even faster than advertising income over the next few years.

Artificial intelligence and new advertising formats

Google is continuing to expand YouTube’s influence through new technology and advertising formats. One of the most significant updates is the introduction of 30-second non-skippable ads on television devices. These ads are designed specifically for large-screen viewing and will gradually roll out worldwide.

To improve efficiency, Google will rely on artificial intelligence to optimize ad delivery. The company’s AI systems dynamically balance 6-second bumper ads, 15-second standard ads, and 30-second TV formats in order to reach the most relevant audience at the right time.

This AI-driven system allows advertisers to achieve higher campaign efficiency compared to manually selecting ad formats. At the same time, YouTube Premium subscribers will continue to watch videos without ads.

The growing influence of YouTube

The platform’s expansion into television screens is part of a broader strategy. YouTube has already become one of the most watched streaming platforms on smart TVs worldwide. In addition, the company is using artificial intelligence to automatically improve video quality for content below 1080p resolution when viewed on large screens.

From a broader perspective, YouTube now functions not just as a video platform but as a global media ecosystem combining advertising, streaming, subscriptions, and creator economies. While tech giants like Meta still generate more total advertising revenue — about $196 billion in 2025 — YouTube has firmly established itself as the most influential video media company in the world.