YouTube Overtakes Netflix in Viewing Time for the First Time

Why It Matters

The crossover of YouTube into the living‑room space challenges traditional subscription‑based OTT models and forces studios to treat the platform as a primary distribution and monetization channel, reshaping advertising and content strategies.

Key Takeaways

• YouTube daily viewing rose to 99.1 minutes, surpassing Netflix.
• Netflix average viewing fell to 93.4 minutes per account.
• Connected‑TV share of YouTube viewing grew to 35% in 2025.
• Netflix’s official YouTube channel reached 78.2 million unique accounts.
• Men 55‑64 and women of all ages increased YouTube usage.

Pulse Analysis

The latest Digital i findings underscore a decisive pivot in how audiences allocate screen time. YouTube’s surge to nearly 100 minutes per day per user not only eclipses Netflix but also mirrors a broader migration toward larger displays. Connected‑TV devices now capture over a third of YouTube’s total viewing, eroding the dominance of mobile and positioning the platform alongside legacy broadcasters and premium OTT services.

\n\nFor content owners and advertisers, the implications are profound. 2 million unique viewers—to drive awareness, tease upcoming releases, and funnel audiences toward subscription funnels. The platform’s hybrid model, blending user‑generated clips, long‑form originals, and live events, offers diversified revenue streams through ad‑supported formats, brand partnerships, and premium memberships. \n\nLooking ahead, YouTube’s ascendancy suggests a more fragmented yet interconnected audiovisual ecosystem.

Competitors will likely double down on exclusive content and bundled services, but they must also embrace cross‑platform promotion to stay relevant. The rise of YouTube as a central hub for discovery and engagement may accelerate partnerships between creators, studios, and advertisers, fostering new formats such as interactive live sports and podcast‑style video series. Ultimately, the battle for attention will be measured less by subscription counts and more by total minutes watched, a metric where YouTube now holds a clear advantage.