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YouTube TV, the internet pay-TV service offered by Alphabet-owned YouTube, has seen a surge in popularity as more viewers opt to cut the cord on traditional cable packages in favor of more affordable streaming options. Launched in 2017, YouTube TV offers a wide range of live channels and access to local broadcast networks like ABC, CBS, FOX, and NBC for just over $70 per month.

Christian Oestlien, vice president of product management at YouTube, attributes the platform’s success to the convenience it offers users in managing all their favorite content in one place, alleviating the subscription fatigue many consumers experience from juggling multiple services. This strategy seems to be paying off, as YouTube recently claimed the title of the most-watched streaming service on television screens for the 13th consecutive month in February.

According to Nielsen’s latest TV viewing report, YouTube captured 9.3% of total US TV viewing, surpassing competitors like Netflix. This achievement is particularly noteworthy in a media landscape characterized by fragmentation and increasing competition.

With over 8 million subscribers and a price point of $72.99 per month, YouTube TV has solidified its position as the largest pay-TV streamer in the market, outpacing rivals like Disney’s Hulu + Live TV. Oestlien credits the platform’s success not only to YouTube TV but also to the popularity of its digital arm, which features content like YouTube Shorts and viral creators like Mr. Beast.

As consumers continue to seek affordable and comprehensive streaming options, YouTube TV’s all-in-one approach seems to have struck a chord with viewers, solidifying its position as a leader in the increasingly crowded streaming market.