YouTube and social video overtake traditional TV in viewership time

According to the 2026 Attention Economy Report by Attest, creator-driven content on social media and YouTube has overtaken traditional live TV and subscription-based streaming services in daily viewership time.

In the United States, consumers spend an average of 3 hours and 54 minutes daily on YouTube, TikTok, and social video. This exceeds the 3 hours and 20 minutes spent on live TV and streaming services like Netflix. While subscription services see an average daily usage of 1 hour and 49 minutes, YouTube follows closely at 1 hour and 46 minutes.

The data highlights a significant generational divide. Gen Z leads YouTube consumption with an average of 2 hours and 25 minutes per day, compared to 1 hour and 55 minutes for Millennials and 53 minutes for Boomers. Additionally, men spend more time on YouTube than women, averaging 2 hours and 9 minutes versus 1 hour and 23 minutes.

Contrary to the belief that digital content is moving exclusively toward shorter clips, the report notes a rise in long-form consumption. Two-thirds of users regularly watch YouTube videos exceeding 15 minutes, and a significant portion of users also consume long-form content on Facebook, Instagram, and TikTok.