YouTube has surpassed Netflix in average daily global viewing time, signaling a significant shift in how audiences engage with digital content across platforms. Analysis conducted by the Digital i agency across 20 international markets found that average daily usage per YouTube account increased from 87.2 minutes in 2024 to 99.1 minutes in 2025. During the same period, Netflix’s average daily viewing declined from 100.5 minutes to 93.4 minutes.

The growing popularity of watching YouTube content on television screens has played a critical role in this trend. YouTube’s share of viewing time on TV rose from 28% in January 2024 to 35% in December 2025, reflecting a broader move away from traditional laptops and smartphones. Despite YouTube's global lead, Netflix remains slightly ahead in the UK, where the average daily viewing for Netflix users was 88.2 minutes last year compared to 84.8 minutes for YouTube.

Both platforms continue to expand their influence, increasingly encroaching on each other’s domain. Netflix’s official YouTube channel, for instance, boasted the highest reach of any channel in 2025, with 78.2 million unique accounts accessing content, including full episodes of its "Our Planet" series narrated by David Attenborough. Conversely, YouTube has ventured into territories historically dominated by broadcasters and streaming services, securing exclusive streaming rights for the Oscars starting in 2024. This multi-year agreement includes red carpet coverage and behind-the-scenes content.

YouTube is also making inroads into live sports broadcasting. The platform aired its first NFL game last year, drawing a record audience of over 17.3 million concurrent viewers for a livestream. Meanwhile, Netflix has leveraged YouTube’s popularity by partnering with sports-focused podcasts such as "The Rest Is Football," featuring Gary Lineker, Alan Shearer, and Micah Richards, streaming daily episodes during the ongoing World Cup.

A notable distinction between the two services is that YouTube does not commission original content in the traditional sense, unlike streamers and public service broadcasters (PSBs) such as the BBC. However, traditional media outlets are increasingly succeeding on YouTube: channels like "Saturday Night Live" and Universal Pictures reached 55.8 million and 54.6 million users respectively, demonstrating the platform’s growing importance as an attention hub.

Generational viewing patterns reveal that Gen Z remains the most engaged group on YouTube, averaging 111 minutes per day. Meanwhile, the fastest growth in viewing comes from men aged 55 to 64, whose daily usage rose by 15% since 2024. Viewing by women of all age groups also increased.

YouTube’s expanding role in the UK media landscape has attracted regulatory scrutiny. Authorities have suggested mandating greater prominence for public service broadcasters like the BBC and ITV on the platform. Senior BBC officials regard YouTube as a primary competitor—more so than Netflix. Last year, UK public broadcasters, including the BBC, S4C, STV, and Alba, collectively called for fairer treatment of their content on YouTube to help them stand out amid intense online competition.