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U.S.-based online video platform YouTube's viewing in Türkiye surpassed traditional satellite television during July and August 2025 for the first time, according to data compiled by Turkish electronics titan Vestel’s Internet of Things (IoT) team.
The report shows that YouTube accounted for 43% of total viewing time over the two months, compared with 36% for satellite broadcasts.
The findings pointed to a notable change in viewing behavior, given that satellite television has been the leading medium in Türkiye for decades.
The report suggested that audiences are spending more hours on interactive, algorithm-driven platforms than on scheduled programming, noting that this change reflects a wider move away from traditional broadcasting.
Viewers increasingly prefer platforms that provide choice, personalization, and access across multiple devices. Younger generations are leading the shift, with satellite viewing declining most sharply among those under 30.
In Türkiye, satellite television has long been the backbone of home entertainment.
However, the report indicated that its share is shrinking steadily as digital platforms expand their reach and capture more viewing time. Satellite channels still retain strength in live content such as news and sports, but their overall role is diminishing.
The report also stressed that the shift is not limited to Türkiye. Citing U.S. measurement firm Nielsen’s 2025 research, the report notes that YouTube has been the leading television platform in the United States for three consecutive months. In Europe, similar changes are taking place as digital services gain ground.
The report highlights Ofcom data from the United Kingdom showing that YouTube is now the most-watched platform on TV screens after the BBC.
Among British youth, daily viewing of scheduled television is continuing to fall, while YouTube dominates as the preferred service.
Comparable patterns are also emerging in Germany, France, and other European countries.
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The report concluded that the television set is no longer defined primarily by broadcast technology but by the platforms it hosts. According to the report, televisions are increasingly being used as digital hubs for streaming, gaming, and social video.
"Television today represents not just a screen but a comprehensive ecosystem," said Duygu Badem Uylukcuoglu, Vestel’s Chief Marketing Officer.
"We recognized this transformation early and aligned our strategy accordingly."
Vestel, one of Europe’s three largest television manufacturers, has positioned itself at the center of this transformation by offering multiple operating systems—including Vidaa, Powered by TiVo, Fire TV, Roku, Titan OS, Android TV, and Google TV, she said.
"We are strengthening our leadership in the sector while also demonstrating the advanced level of our product management, R&D, and software capabilities."
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