A new report from Digital i found that average daily viewing time on YouTube increased from 87.2 minutes in 2024 to 99.1 minutes in 2025, while Netflix declined from 100.5 to 93.4 minutes per account.
YouTube has reached a new milestone in the global battle for attention. According to The YouTube Era: 2025 in Review, a report by audience measurement firm Digital i, Google’s video platform surpassed Netflix for the first time in average daily viewing time per account, reinforcing a trend that is reshaping the international audiovisual landscape.
The data shows that average daily viewing on YouTube rose from 87.2 minutes in 2024 to 99.1 minutes in 2025, while Netflix fell from 100.5 minutes to 93.4 minutes per account. The study covers 20 international markets, including the United States, Brazil, Mexico, Argentina, the United Kingdom, Spain, France, Germany, Japan, and South Korea.
Beyond the comparison between the two platforms, the report points to a much deeper shift: YouTube is no longer perceived merely as a video-sharing social platform, but increasingly as a mass entertainment destination competing directly with major streaming services and traditional television.
The findings are particularly significant for the audiovisual industry because they coincide with another key behavioral change: YouTube consumption on connected TVs continues to grow rapidly. Between January 2024 and December 2025, TV screens increased their share of total viewing time from 28% to 35%, while mobile viewing declined from 35% to 31%.
This migration toward the big screen is bringing YouTube closer to a space historically dominated by broadcasters and premium OTT platforms. The competitive battle is no longer limited to subscription services, but increasingly involves different distribution models competing for the same living-room audience.
Paradoxically, Netflix also emerges as one of the major beneficiaries of this transformation. The report found that Netflix’s official YouTube channel achieved the highest global reach of any channel in 2025, reaching 78.2 million unique accounts. The result highlights how major studios and streaming platforms are increasingly using YouTube as a strategic tool for marketing, audience discovery, and viewer engagement.
For producers, distributors, and content owners, the message is clear: YouTube has evolved from a promotional outlet into a central pillar of distribution and monetization strategies. The success of official channels operated by studios, platforms, and franchises demonstrates that the audiovisual ecosystem is moving toward more hybrid models, where premium content coexists with the creator economy and digital communities.
Another important takeaway for the industry is the platform’s growing demographic reach. While Generation Z remains the most intensive user group, Digital i identified strong growth among men aged 55 to 64, as well as increased usage among women across all age groups. This trend further aligns YouTube’s audience profile with that traditionally associated with linear television.
The findings come at a time when major entertainment companies openly acknowledge YouTube as one of their most significant competitors. The platform not only dominates digital video but is also expanding into areas traditionally controlled by broadcasters and streaming services, including live sports, podcasts, long-form content, and connected TV programming.
More than a one-off victory over Netflix, Digital i’s report confirms a structural shift in the audiovisual business. Competition is no longer defined solely by subscribers or revenue, but by the ability to capture audience attention. By that measure, YouTube is increasingly establishing itself as the dominant force in the global video market.
