YouTube has overtaken Netflix in average daily viewing time globally, marking a milestone shift in how audiences consume video content and raising fresh questions about the future of traditional streaming.

According to a new report by London-based audience measurement firm Digital i, titled The YouTube Era: 2025 in Review, average daily YouTube usage rose from 87.2 minutes in 2024 to 99.1 minutes in 2025, while Netflix declined from 100.5 minutes to 93.4 minutes over the same period.

Digital i described the shift as a landmark change in global consumption patterns, reflecting YouTube’s evolution from a complementary social platform into a primary entertainment destination.

A key driver of YouTube’s rise is where people are now watching it. Television’s share of YouTube viewing increased from 28 per cent in January 2024 to 35 per cent by the end of 2025, while mobile viewing declined from 35 per cent to 31 per cent over the same period.

The platform, long associated with short-form clips viewed on smartphones, is increasingly competing for the same living-room attention that streaming services have traditionally dominated.

The figures also reveal a generational shift. Gen Z remained YouTube’s most engaged demographic, averaging 111 minutes of viewing per day. However, the strongest growth came from men aged 55 to 64, whose viewing time increased by 15 per cent year-on-year. Women across all age groups also recorded higher daily viewing averages.

Netflix, however, continues to maintain a significant presence on YouTube itself. Its official YouTube channel recorded the highest reach of any channel in 2025, attracting 78.2 million unique accounts.

YouTube currently has approximately 2.7 billion monthly active users worldwide, compared with Netflix’s 325 million paid subscribers and an estimated 780 million monthly users.