YouTube Overtakes Netflix in Average Daily Viewing Worldwide

According to an analysis by Digital i agency across 20 markets, YouTube has overtaken Netflix in terms of global average daily viewing time. The average time spent on YouTube increased from 87.2 minutes in 2024 to 99.1 minutes in 2025, while Netflix's average decreased from 100.5 to 93.4 minutes. YouTube's TV viewing share grew from 28% to 35%, whereas mobile viewing dropped to 31%. In the UK, Netflix remains ahead with 88.2 minutes compared to YouTube's 84.8. Netflix's YouTube channel attracted 78.2 million unique accounts. YouTube secured exclusive Oscars streaming rights and broadcast its first NFL game, drawing 17.3 million concurrent viewers. Gen Z spends an average of 111 minutes daily on YouTube, with the most significant growth seen in men aged 55-64 (up 15%). South Koreans lead in usage at 161.5 minutes daily, and France experienced a one-third increase. UK regulators are contemplating mandatory prominence for BBC and ITV on YouTube.