Social is TV. TV is digital. Digital is everything.

In case you haven’t been paying attention… 📺

– YouTube is now the #1 streamer by watch time.
– It’s also the #1 podcast platform. 🎙️
– And now, more Americans watch YouTube on their TVs than any other device.

The biggest screen in the house isn’t just for cable or Netflix anymore—it’s YouTube. TV as we knew it is gone. It’s not about channels or schedules anymore; it’s about on-demand, algorithm-driven, cross-platform content consumption.

According to Nielsen, YouTube has been the #1 streaming service in U.S. watch time for two years straight. Viewers are now spending 1 billion hours per day watching YouTube on TVs—and they’re not just watching gaming clips or vlogs. YouTube is home to premium talk shows, feature-length films, live sports, and primetime content that rivals network television.

Even podcasts are shifting. YouTube is now the most frequently used service for podcast listening in the U.S. The platform has fully integrated long-form, short-form, and live content into one seamless experience.

So, what does this mean?

For creators: You’re not just a YouTuber anymore—you’re a broadcaster with a bigger reach than most TV networks ever had.

For media companies: If YouTube isn’t a core part of your video strategy, you’re losing to those who treat it as the strategy.

For advertisers: TV buying without YouTube isn’t TV buying anymore.

And yet—most brands, agencies, and analysts are still measuring success with outdated frameworks designed for a world that no longer exists. If you’re still thinking of “social” and “TV” as separate, you’re already behind.

This shift is exactly why I spend so much time at Mondo Metrics thinking about how we track and benchmark content across platforms. The way we measure success needs to evolve along with the way people consume.

Social is TV. TV is digital. Digital is everything.

The only question is: Are you adapting, or are you measuring media like it’s 2015?

Neal Mohan’s latest post lays it all out—YouTube isn’t just a platform anymore, it’s the cultural epicenter of video. Worth a read.