YouTube Captures 9.7% of US TV Viewership, Leaving Competitors Asking the Question: Is It a Threat or an Opportunity?

YouTube dominated streaming in May 2024, accounting for 9.7% of all TV viewership in the US, more than any other streaming platform. Media executives are unsure whether YouTube is a threat or an opportunity. It provides a large audience but does not fit the traditional Hollywood model. YouTube's success stems from its community of creators and fans interacting in real time, which does not translate to other platforms. The future of AI use on YouTube could see it develop high-production-value content that challenges Hollywood.