Entertainment & Sports
May 28, 2026
YouTube's 'partner' era changes the monetization game
As YouTube takes a more active role in creator monetization and brand partnerships, new legal and business questions will emerge around ownership, leverage, transparency and how value is divided among platforms, creators and advertisers.
YouTube is now the most-watched streaming platform in the United States. According to Nielsen's The GaugeTM, YouTube has maintained the leading share of U.S. television viewing among media distributors, reaching approximately 12.5-12.7% of total TV viewing, ahead of traditional media companies and major streaming competitors. Media analysts estimated that YouTube generated approximately $62 billion in revenue in 2025, slightly ahead of the media business of Disney (not taking...
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