YouTube Tops Netflix in Daily Watch Time

YouTube has emerged as the dominant platform for daily viewing minutes per user, surpassing Netflix. Data from 2025 revealed YouTube's average daily consumption reached 99.1 minutes, an increase from 87.2 minutes in 2024. In contrast, Netflix's average daily viewing fell to 93.4 minutes in 2025 from 100.5 minutes the previous year. This shift marks a significant change in media consumption habits across 20 global markets.

While Gen Z continues to be YouTube's most dedicated audience, averaging 111 minutes daily, the platform experienced its strongest demographic growth among men aged 55 to 64, with a 15% year-on-year increase. Women across all age groups also increased their daily YouTube usage. South Korea leads in daily viewing time at 161.5 minutes, with Japan and the US also showing substantial engagement.

Audiences are increasingly shifting their viewing habits towards television sets, with YouTube's share on TVs rising from 28.2% to 33.7% between Q1 2024 and Q4 2025. Despite falling behind in daily minutes, Netflix leverages its YouTube channel effectively for brand awareness, achieving the highest reach of any channel with 78.2 million unique accounts in 2025. The report suggests YouTube excels in personalized content, while subscription services lead in global series.

Matt Ross of Digital i described YouTube's transformation into a "dominant global attention platform" as a "defining media shift of the decade." He noted that audiences are increasingly viewing YouTube not merely as social media but as a primary entertainment destination. This evolution underscores YouTube's growing influence in the digital media landscape.