YouTube has surpassed Netflix in average global daily viewing time, with users now averaging 99.1 minutes per day on YouTube, up from 87.2 minutes in 2024. This shift is largely attributed to increased connected TV consumption of YouTube content, which grew from 28% to 35% of total viewing time between 2024 and 2025. The data, reported by Digital i, highlights YouTube's evolution from a social video service to a primary entertainment destination, impacting how media and streaming companies operate.
YouTube's increased viewing time, particularly on connected TVs, signifies its evolution from a social video platform to a primary entertainment destination directly competing with traditional TV and streaming services. This shift forces media companies to consider YouTube not just as a marketing channel but as a core distribution and content platform. The growing engagement from older demographics and continued dominance of Gen Z indicate broad audience appeal. Companies should monitor YouTube's continued expansion into long-form content, sports, and live events to understand its full competitive impact on linear television and SVOD offerings.
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