According to a recent international analysis, YouTube has surpassed Netflix in average daily viewing time across major global markets. The development marks a significant shift in how audiences consume video content and highlights the growing influence of digital platforms in the entertainment industry.
The data shows that average daily viewing per YouTube account increased from 87.2 minutes in 2024 to 99.1 minutes in 2025. During the same period, Netflix saw its average viewing time decline from 100.5 minutes to 93.4 minutes, allowing YouTube to move ahead.
One of the most notable aspects of this trend is the growing role of television screens in YouTube consumption. The platform is no longer viewed primarily as a mobile-first service. More users are now watching YouTube through connected televisions than ever before.
Between January 2024 and December 2025, television’s share of YouTube viewing rose from 28 percent to 35 percent. At the same time, mobile viewing recorded a decline. This shift suggests that audiences increasingly view YouTube as a mainstream entertainment destination similar to traditional television and streaming platforms.
Netflix co-CEO Ted Sarandos recently described the trend by stating that “YouTube is TV.” The comment reflects how the distinction between streaming services and online video platforms continues to narrow.
A major strength of YouTube lies in the diversity of content available on the platform. Users can seamlessly move from creator videos and podcasts to sports highlights, news content, movie clips and documentaries without switching services. This wide range of options helps keep viewers engaged for longer periods.
As a result, YouTube competes not only with streaming platforms but also with television broadcasters, sports networks, podcast services and social media companies. Its ability to serve multiple forms of content from a single platform gives it a unique advantage in the attention economy.
Traditional media companies have also embraced the platform. Many of the most-viewed YouTube channels now belong to established entertainment brands. Netflix itself has built a large audience through trailers, clips and promotional content shared on YouTube.
Other major entertainment brands such as Saturday Night Live and Universal Pictures continue to attract millions of viewers through their official channels. Their success highlights YouTube’s growing role as a distribution platform for premium content.
The implications for the entertainment industry are significant. YouTube has expanded into live sports, major event coverage and video podcasts, while Netflix is increasingly exploring creator-led programming and podcast-style formats. Both platforms are evolving to capture a broader share of audience attention.
The competition is no longer limited to television versus streaming. Instead, the battle is increasingly being fought between platforms that offer different types of content experiences. As viewing habits continue to evolve, companies that can keep audiences engaged across multiple formats are likely to emerge as the biggest winners.
