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YouTube viewers averaged 99.1 minutes on the platform per day in 2025, edging past Netflix's 93.4 minutes, according to a new report by Digital i, a UK-based media analytics company. The 5.7-minute gap is minor, but analysts say it marks a meaningful turning point for streaming platforms.
Netflix gained an edge with exclusive original shows, prestige dramas, movies, and documentaries, drawing paying subscribers. YouTube, however, led with short clips and user-generated content.
This divide has narrowed with YouTube streaming full-length podcasts, live sports talks, video journalism, and long interview series. These content types were limited to broadcast and cable TV.
A key driver of YouTube's rise in watch time depends on the device people use to view it. Audiences are increasingly streaming the application on smart TVs rather than phones.
YouTube's shift places it right against Netflix, fighting for space and viewers during prime time. Passive watching, once limited to Netflix, now happens on YouTube as well.
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Netflix is still one of the biggest entertainment platforms, and the difference in daily viewing time between it and other services is minimal. However, the numbers highlight a key problem: Netflix and other sub services have to constantly prove their worth every month.
Meanwhile, YouTube keeps people hooked with a large volume of free, personalized videos. It curates content in a way that keeps you scrolling and watching endlessly.
The bigger lesson here is that the entertainment industry needs to catch up. YouTube is now competing with standard TV shows and movies. Viewers are increasingly invested in content made by creators and are watching it on the same devices they use for Netflix.
