YouTube overtakes Netflix in average daily viewing around the world
YouTube has passed Netflix in average daily viewing worldwide as more people watch it on TV. The shift reflects YouTube’s move from short clips to a major entertainment platform.
Intelligence analysis by GPT-5.4 Mini
Digital i data across 20 markets shows YouTube’s daily use rose while Netflix’s fell, with television now driving a bigger share of YouTube viewing. The platform’s reach is expanding across ages and countries, and it is increasingly competing with streaming TV.
YouTube is turning into a giant TV room on the internet. More people are watching it on their televisions now, so it has started to beat Netflix in daily watching time, like one favorite playground becoming busier than another.
Analysis
The shift in viewing
YouTube has overtaken Netflix in average daily viewing among users around the world, according to Digital i analysis across 20 international markets. Average daily usage per YouTube account rose from 87.2 minutes in 2024 to 99.1 in 2025, while Netflix fell from 100.5 minutes to 93.4.
A key driver is the move from phones and laptops to television sets. The article says TV’s share of YouTube viewing time rose from 28% to 35% between January 2024 and December 2025, while mobile viewing fell from 35% to 31%. Netflix still leads in the UK, but the gap is small: 88.2 minutes a day for Netflix viewers versus 84.8 for YouTube.
Why the platforms are converging
The story describes a growing rivalry between the platforms. YouTube, owned by Alphabet, has pushed further into TV-style territory by buying the exclusive rights to stream the Oscars and by showing its first NFL game, which drew more than 17.3 million concurrent livestream viewers. Netflix, meanwhile, has leaned into YouTube-shaped content such as video podcasts and a deal to stream a daily edition of The Rest Is Football during the World Cup.
Digital i says traditional media has started to “crack the YouTube reach code,” with major channels like Saturday Night Live and Universal Pictures drawing large audiences. The analysis also shows YouTube’s strongest age-group engagement among Gen Z, while growth has been strong among men aged 55 to 64 and among women across age groups. South Korea recorded the highest daily use, and France saw the fastest growth.
Key points
- Digital i says YouTube’s average daily viewing rose above Netflix’s across 20 international markets in 2025.
- YouTube’s TV viewing share grew from 28% to 35% over the period, while mobile viewing fell.
- Netflix still leads in the UK, but the gap with YouTube is narrow.
- YouTube is moving deeper into TV-style content through Oscars rights, NFL livestreaming, and broader media reach.
- Traditional media channels are also finding large audiences on YouTube.
YouTube’s TV growth could make it an even bigger entertainment destination, giving creators and media companies a larger audience on the biggest screen in the home. The platform’s wider reach across age groups also suggests it can keep attracting viewers beyond its younger base.
The rivalry with Netflix and broadcasters may sharpen as YouTube takes more TV attention, which could trigger more regulatory scrutiny, especially in the UK. The platform’s growth also depends on keeping viewers engaged as habits shift across phones, TVs, and competing services.
