YouTube’s Growth Means Bigger Reach For Podcast Talent.

The lure of YouTube keeps growing with Nielsen’s monthly data showing just how big the video service is becoming on television. Nielsen says YouTube share continued to climb in July, when it had a 13.4% share of all video streaming time. That put it well ahead of Netflix, at 8.8%. It marks YouTube’s fifth consecutive month atop Nielsen’s Media Distributor Gauge report, as well as its largest share of TV to date.

Nielsen didn’t offer any public details about what people were streaming on YouTube or when they were using it. But the platform now has a billion active viewers of podcasts on the platform each month.

“Driven by an influx of streaming options across platforms, streaming usage trended upward slightly as audiences spent a record 47.3% of overall TV viewing time in July watching its content,” Nielsen says in the monthly update. That was up from 46% share in June. At the same time, broadcast TV’s share shrank to 18.4%, down a tenth of a point month to month. Cable TV’s share fell from 23.4% in June to 22.2% in July. “Broadcast and cable were each affected by standard summer programming slates, which remained light on sports and original shows before those return on a larger scale in the fall,” says Nielsen.

YouTube has joined other podcast apps and is now offering a weekly ranking of the most listened-to podcasts in the U.S. on its platform. The ranking of the top 100 is according to watch time, and the company says it includes “playlists that are designated as ‘podcasts’ by the creator in the upload process, and will not include playlists that contain only clips or Shorts.” But the ranking listing doesn’t offer specifics about what shows had the most TV consumption.