By Kayla DeKraker
YouTube creators are taking over the TV space as they produce content that looks and feels like regular television, changing how people watch and how companies advertise.
According to a report from Spotter, there are 6,600 “creator TV” channels on YouTube in the US producing long-form content, similar to traditional television. These shows are typically over 20 minutes and are released on consistent schedules. They generated an estimated 26 billion hours of watch time in 2025 alone. More than half of this viewing occurred on television screens rather than phones or computers, which proves that in many viewers’ minds, YouTube is a substitute for other TV programs.
Related: 2 Billion People Watch YouTube a Month
This shift is a new but growing trend.
Streaming as a whole has already overtaken cable and broadcast TV in total US viewership, with YouTube leading all platforms in watch time (12.5% in January, per Nielsen’s The Gauge). What makes YouTube unique, however, is its accessibility and personal feel. Unlike traditional TV, creator TV thrives on authenticity and direct audience engagement.
Spotter believes so much in YouTube’s potential that the company has invested $600 million in the platform. Their goal is to eventually invest $1 billion.
“Spotter’s proprietary prediction engine allows us to focus on the data behind the creator instead of dedicating energy to growing a specific vertical or type of video,” Spotter Founder and CEO Aaron DeBevoise said. “This means we’re doing the best deal possible for the creator and puts us in a position to work with creators across a wide range of verticals. Supporting such a broad scale of YouTubers is very important to us as it helps build a community for every creator.”
Because of YouTube’s booming popularity, DeBevoise advises advertisers not to overlook the market potential.
“There’s a category within creators that delivers the highest amount of attention that should not be ignored,” he said.
According to the exec, “Advertisers may pay $7 to $10 to reach 1,000 views on YouTube, which could put their ad on TV-style content and short-form video alike, while other TV platforms command $15 and up.”
“Audiences are watching more video than ever, but advertisers are still catching up to the idea that authenticity and entertainment, not polish alone, are what define quality TV today,” explained Toni Box, EVP of brand experience and media activation at Stagwell’s Assembly Global.
It looks like YouTube’s dominance will only continue to grow as creators work to develop their content. Will advertisers change their strategies to focus on the platform? Time will tell.
Read Next: A Look at YouTube 20 Years After Its Launch
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