While Jimmy Kimmel’s return to Jimmy Kimmel Live! sparked a significant ratings boost on ABC, YouTube has claimed the lion’s share of the viewership, according to a YouTube executive.
Speaking at the MIA Market in Rome, Luca Forlin, YouTube’s Head of Business Strategy and Operations for EMEA, stated that although the show’s comeback led to a major spike in traditional TV viewership, it was still “dwarfed” by the numbers generated on YouTube.
“It was a big moment, and the audience on linear TV grew substantially, but even that couldn’t compare to what YouTube achieved in terms of viewership,” Forlin said.
Kimmel returned to the air on September 23 after a suspension related to controversial remarks surrounding the death of right-wing activist Charlie Kirk. Initially, major affiliates like Nexstar and Sinclair refused to air the show but later resumed broadcasting it.
The post-suspension episode became ABC’s second-most-watched Jimmy Kimmel Live! episode ever, drawing 6.5 million live+same day viewers. However, on YouTube, the clip titled “Jimmy Kimmel is back!” attracted 22 million views in just two weeks—excluding millions more from related videos.
“That multiplier effect—four, five, even ten times—is what we consistently see with livestreams and digital events,” Forlin noted.
Using the Kimmel case as an example, Forlin highlighted how traditional TV brands can leverage YouTube to expand their audience reach. He encouraged Italian producers and creatives to explore opportunities on the platform, whether by monetizing existing content or developing original programming specifically for YouTube.
To underscore the platform’s potential, he referenced YouTuber MrBeast’s recreation of Squid Game. “Netflix announced that the series had reached 400 million viewers after six months,” Forlin said. “MrBeast hit that same number with his own Squid Game in just a few weeks. That’s the kind of speed and scale YouTube can offer—and it’s available to all of you.”
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