YouTube has surpassed Netflix for the first time in average daily viewing time worldwide, confirming its evolution from a digital entertainment video platform.
According to the report “The YouTube Era: 2025 in Review” by Digital i, users spent an average of 99.1 minutes per day on YouTube during 2025, compared with 93.4 minutes on Netflix. The figure represents a shift in trend compared with the previous year, when Netflix led consumption.
From mobile to television
A large part of this growth can be explained by the rise of consumption on connected TVs. Between January and December 2025, YouTube’s share of TV viewing increased from 28% to 35%, consolidating its presence on the main screen in households.
In addition, the platform has expanded its offering beyond short-form videos, incorporating video podcasts, live broadcasts, sports events, and long-form content that compete directly with traditional streaming platforms.
The battle for attention
Although Netflix continues to lead in subscriptions and original content production, both companies are increasingly competing for users’ attention.
YouTube’s relevance has grown to such an extent that Ted Sarandos, Netflix’s co-CEO, recently stated that “YouTube is television.” Meanwhile, Netflix has begun exploring formats closer to the digital ecosystem, such as video podcasts, live events, and collaborations with creators.
A shift that goes beyond streaming
The data reflects a deeper transformation of the audiovisual market. The boundary between television, streaming, and creator-generated content is becoming increasingly blurred.
While Netflix continues to invest in major productions and a subscription-based model, YouTube benefits from a virtually unlimited supply of content and a vast creator community capable of attracting audiences of all profiles.
The conclusion is clear: competition is no longer solely between streaming platforms. The real battle is for users’ attention, and for now, YouTube is in the lead.