For years, Netflix sat comfortably at the top of the streaming mountain, rewriting the rules of television along the way. But while the platform focused on maintaining its dominance, YouTube was busy building an empire of its own. Now, the video-sharing giant has officially overtaken Netflix in average daily viewing time, delivering one of the biggest media shake-ups of the decade.

According to new research from Digital i, YouTube has officially overtaken Netflix in average daily viewing time. Across 20 international markets, users spent an average of 99.1 minutes per day on YouTube in 2025, up from 87.2 minutes the previous year, while Netflix fell from 100.5 minutes to 93.4. Although YouTube has long led total watch time thanks to its enormous user base, the latest figures point to a deeper shift in viewing habits.

The platform continues to draw its strongest engagement from viewers aged 18 to 24. However, audiences over 55 are emerging as its fastest-growing demographic.

As YouTube continues its migration to television screens, the platform’s rivalry with Netflix has entered a new phase. The change has become so pronounced that Netflix co-CEO Ted Sarandos recently admitted that “YouTube is TV.” Digital i analyst Matt Ross went even further, calling YouTube’s rise from a social video platform to a “dominant global attention platform” one of the defining media shifts of the decade, driven by audiences increasingly viewing it as a primary entertainment destination rather than social media.

Yet despite losing ground to YouTube in daily viewing, Netflix is hardly stepping away from the fight.

Netflix’s 2026 lineup shows it is still playing offense

The platform has loaded 2026 with some of its biggest returning franchises and most anticipated releases. From Avatar: The Last Airbender Season 2 and Bridgerton Season 4 to fresh chapters of The Lincoln Lawyer, Lupin, The Gentlemen, and One Piece, Netflix continues to double down on fan-favourite titles. Meanwhile, Beef returns with an entirely new cast led by Oscar Isaac, Carey Mulligan, Charles Melton, and Cailee Spaeny, giving one of the platform’s most acclaimed dramas a fresh start.

Beyond television, Netflix is betting heavily on star power and blockbuster storytelling. Its upcoming film slate includes Enola Holmes 3, Peaky Blinders: The Immortal Man, The Rip starring Matt Damon and Ben Affleck, and Greta Gerwig’s highly anticipated adaptation of The Chronicles of Narnia.

As the battle for viewers continues to evolve, YouTube may have claimed a major victory, but it seems Netflix is making it clear that the streaming war is far from over.

What are your thoughts on YouTube surpassing Netflix in average daily viewing time? Let us know in the comments.

Written by

Lisa Roy

Edited by

Aliza Siddiqui