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Globally, more than half of Gen Z (53.1%) watch YouTube daily, according to GWI data on Gen Z media consumption. While in 2022, those under-18s spent an average of 67 minutes per day on YouTube globally, a 20% year-on-year increase. 

In the US, YouTube is the most popular channel for Gen Zs to catch up with sports news. It believes sports partnership will help “drive subscriptions”, as it recently announced its NFL Sunday Ticket offering. 

YouTube Shorts and engagement on connected TV have become key growth drivers for the platform. Since passing the 50 billion daily view mark – albeit some way behind Reels’ 140 billion daily views, reported by Meta – YouTube revealed that Shorts is seeing “strong watch-time growth”. 

YouTube leads in US TV streaming consumption and is the most popular ad-supported streaming service, according to Nielsen data. YouTube has overtaken Netflix as the biggest TV streaming platform in the US, accounting for 22.9% of all OTT viewing in March 2023. Netflix is in second place (21.5%), with Hulu in third (9.7%).

WARC Media subscribers can read more about YouTube in the latest Platform Insights report, with key data points spanning investment, consumption, and performance insights.