Smaller niche channels attracted more viewer attention than mega channels on YouTube, while studio channels outperformed creator channels on attention, according to TVision’s “State of Streaming” report released in September 2026.
Creator channels generated 62.5% of all YouTube viewing sessions between July and December 2025, compared with 38% for studio channels, per the report. Despite the smaller session share, studio content held viewer attention at 35%, a figure TVision describes as 34% higher than the 26% attention rate recorded for creator channels. TVision lists MrBeast, Dude Perfect and Dash Roblox as example creator channels in this category, and Apple TV, The Daily Show and WWE as example studio channels.
Mega Channels Trail Niche Channels on Attention, Lead on Co-Viewing
A separate breakdown in the report divides YouTube channels into quintiles by average session size rather than by creator versus studio status. Channels in the bottom 20% for viewing session size, which TVision classifies as niche and which average between 1,000 and 13,000 views, recorded 48% attention and 53% co-viewing. Channels in the top 20%, classified as mega and averaging between 2.5 million and 6 billion views, recorded 41% attention and 71% co-viewing.
TVision describes the niche-channel audience as “solo fans, intentional viewing” and the mega-channel audience as representing “group viewing, background noise” in the report’s chart labels. These findings are drawn from the TVision Panel, measured at P2+ across July through December 2025.
What the Report Says About Buying Implications
TVision’s own framing of the creator-versus-studio data states that the two categories function as distinct types of inventory for media buyers, with creator content delivering reach and studio content delivering attention. The report states that when these two types of content are priced the same, the more engaged audience “may be underpriced.”
The report does not provide a parallel buying recommendation specific to the niche-versus-mega breakdown, though it notes that larger viewing sessions correspond to higher co-viewing and lower attention, while smaller sessions correspond to the reverse.
All figures are drawn from TVision’s opt-in household attention panel. The underlying methodology measures presence and eye-on-screen attention for every second of programming and advertising without personally identifying individual viewers or transmitting images or video.
Image source: “TVision – State of Streaming Report” The full report is availablehere
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
Smaller niche channels attracted more viewer attention than mega channels on YouTube, while studio channels outperformed creator channels on attention, according to TVision’s “State of Streaming” report released in September 2026.
Creator channels generated 62.5% of all YouTube viewing sessions between July and December 2025, compared with 38% for studio channels, per the report. Despite the smaller session share, studio content held viewer attention at 35%, a figure TVision describes as 34% higher than the 26% attention rate recorded for creator channels. TVision lists MrBeast, Dude Perfect and Dash Roblox as example creator channels in this category, and Apple TV, The Daily Show and WWE as example studio channels.
Mega Channels Trail Niche Channels on Attention, Lead on Co-Viewing
A separate breakdown in the report divides YouTube channels into quintiles by average session size rather than by creator versus studio status. Channels in the bottom 20% for viewing session size, which TVision classifies as niche and which average between 1,000 and 13,000 views, recorded 48% attention and 53% co-viewing. Channels in the top 20%, classified as mega and averaging between 2.5 million and 6 billion views, recorded 41% attention and 71% co-viewing.
TVision describes the niche-channel audience as “solo fans, intentional viewing” and the mega-channel audience as representing “group viewing, background noise” in the report’s chart labels. These findings are drawn from the TVision Panel, measured at P2+ across July through December 2025.
What the Report Says About Buying Implications
TVision’s own framing of the creator-versus-studio data states that the two categories function as distinct types of inventory for media buyers, with creator content delivering reach and studio content delivering attention. The report states that when these two types of content are priced the same, the more engaged audience “may be underpriced.”
The report does not provide a parallel buying recommendation specific to the niche-versus-mega breakdown, though it notes that larger viewing sessions correspond to higher co-viewing and lower attention, while smaller sessions correspond to the reverse.
All figures are drawn from TVision’s opt-in household attention panel. The underlying methodology measures presence and eye-on-screen attention for every second of programming and advertising without personally identifying individual viewers or transmitting images or video.
Image source: “TVision – State of Streaming Report”
The full report is available here
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