Gone are the days when YouTube was just for catching up on vlogs or diving into late-night rabbit holes. Today, the platform is staking its claim in TV and film.

According to a new survey conducted by Looper Insights between April 16 and 25, 66% of consumers discover TV or film content via YouTube. For 61%, it’s already part of their regular streaming habits, and for 34%, it’s a main source for TV and film content, as reported by Media Play News.

This shift isn’t surprising. In April, the Google-owned platform captured a record 12.4% share of all TV viewing. And it’s not just rival streamers who should be concerned. For three consecutive months, YouTube has ranked as the No. 1 distributor of television content, according to Nielsen.

Media executives are taking notice. Among the 65 surve

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