YouTube overtakes Netflix in daily viewing time as TV consumption accelerates
June 4, 2026 11.15 Europe/London By Julian Clover


YouTube has overtaken Netflix in average daily viewing time across 20 international markets, underlining its growing position as a mainstream television platform rather than a purely social video service.

New research from Digital i found average daily viewing per YouTube account increased from 87.2 minutes in 2024 to 99.1 minutes in 2025. Over the same period, Netflix viewing fell from 100.5 minutes to 93.4 minutes per account. 

The shift has been driven in part by changing viewing habits, with audiences increasingly watching YouTube on television screens. TV’s share of YouTube viewing rose from 28% in January 2024 to 35% by the end of 2025, while mobile viewing declined from 35% to 31%. 

While Netflix remains ahead in the UK, the gap has narrowed significantly. According to Digital i, UK Netflix users watched an average of 88.2 minutes per day in 2025, compared with 84.8 minutes for YouTube users. 

Matt Ross, chief analytics officer at Digital i, described YouTube’s transformation as “one of the defining media shifts of the decade”, with audiences increasingly treating the platform as a primary entertainment destination rather than social media. 

The findings highlight how YouTube and Netflix are increasingly competing for the same audience attention. YouTube has expanded into premium content and live events, including sports and awards programming, while Netflix has moved further into creator-led content and video podcasts. 

Despite losing the daily viewing crown, Netflix remains a major force on YouTube itself. Digital i found Netflix’s official YouTube channel achieved the highest reach of any channel during 2025, attracting 78.2 million unique accounts worldwide.  The research comes as regulators and broadcasters pay increasing attention to YouTube’s growing role in television viewing. UK regulator Ofcom has previously identified YouTube as the second most-watched service in Britain behind the BBC, reflecting the continuing shift of audiences away from traditional television platforms