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With cord-cutting on the rise, YouTube TV is emerging as a major player for those who value both the live TV experience of cable and the flexibility of streaming services. With premium add-ons like Sports Plus and NFL Sunday Ticket, the platform could see even more momentum as many Americans consider subscribing to a new service specifically to watch upcoming fall and winter sports.
CivicScience data show that usage is rising steadily, even with a membership price increase at the start of the year. The percentage who use YouTube TV has nearly doubled since 2019, led by Gen Z, lower-income households (coinciding with its younger user base), and men and women equally. Additionally, cord-cutters show an unsurprisingly stronger adoption than the Gen Pop, and those intending to cut the cord are twice as likely as the Gen Pop to plan on subscribing.
Answer our Poll: How often, if ever, do you stream TV/movies using YouTube TV?
Brands That Rank
Given its growing user base, YouTube TV presents a significant opportunity for advertisers, much like Hulu and Netflix. With the holiday season approaching, CivicScience took a closer look at which apparel brands are best positioned with YouTube TV users since apparel and shoes consistently rank as the top holiday gift-buying category year over year.
YouTube TV users are more likely than the average adult to shop at Polo, Tommy Hilfiger, and Guess. These mid-tier premium brands dominate among YouTube TV users, joined by similar premium and luxury names, such as Calvin Klein, Prada, and Lululemon. Footwear brands like Under Armour, Reebok, and Puma also stand out, signaling strong alignment with YouTube TV’s audience.
Diving Deeper: Key Holiday Insights Among YouTube TV Users
Beyond apparel, YouTube TV users stand out for their holiday-driven behaviors and spending:
- Holiday spending surge: 52% expect to spend more on holiday shopping this year, compared to just 14% of non-users.
- Price sensitivity shift: Three times more likely to say they’ve become less price sensitive over the past 12 months.
- Small businesses vs. big brand stores: 42% of users plan to do most holiday shopping at small businesses, compared to 17% who intend to do most of their shopping at big brand stores. Whereas, non-users skew the opposite. (The remaining percentage is equally likely to shop at both.)
- What matters most for holiday shopping: Users value expedited shipping, BNPL options, and curbside pickup nearly twice as much as non-users, who instead prioritize product availability.
- BNPL adoption: 44% say they’re more likely to use BNPL this winter holiday shopping season than last, compared to 17% of non-users.
- Gift categories: Beyond apparel, users are more likely to purchase home goods (food, cooking, décor) and entertainment/electronics (gaming, movies, etc.).
- Halloween shopping: Two-thirds begin in September or earlier (compared to 43% of non-users), with nearly half of these consumers starting in July or August.
Weigh In: What percentage of your TV viewing is streaming?
As holiday campaigns ramp up this month through the end of Q4, YouTube TV users stand out as a timely audience to engage. Their rapid growth and strong intent to spend during key shopping moments create clear opportunities for brands to connect. With CivicScience’s extensive database, clients and partners can uncover which brands resonate most with YouTube TV users and apply these insights to reach them at the moments that matter most.
