YouTube overtakes Netflix

An interesting article in The Guardian caught my attention this week: YouTube has overtaken Netflix worldwide in average daily viewing time. Users now watch YouTube for an average of 99 minutes a day, compared with 93 minutes for Netflix. This growth is no longer happening only on smartphones. More and more people are watching YouTube on their television. For many people, YouTube still feels like a platform for short videos, creators and cat clips. But those days are behind us. YouTube has become a fully fledged entertainment platform where documentaries, podcasts, music films and high-quality series reach millions of viewers every day. Even Netflix now simply calls YouTube “TV”.

What this means for filmmakers

As a producer, I have worked for streaming services, broadcasters and digital platforms for many years. Streaming services remain an important home for high-quality content, but I also see a clear shift. Where every documentary filmmaker once dreamed of a place on a streaming service, I increasingly see open distribution as an equally interesting option. Not just because of its reach, but especially because of the relationship with the audience.

The Within Temptation example

A good example is the documentary Within Temptation: The Invisible Force, which I initiated and produced. Instead of putting the film behind a paywall, we deliberately chose an open distribution strategy through YouTube. That decision has more than paid off. The documentary has now been watched more than five million times worldwide. But I find something else even more valuable. Through YouTube, we can see:

• Who is watching
• Which countries they are watching from
• How long people keep watching
• Which scenes perform best
• Which audiences respond and share

You simply do not get that kind of insight from most streaming services. You deliver a film, sometimes receive broad figures, and that is it. Most of the data stays behind closed doors. For filmmakers, artists and financiers, that is quite remarkable. Those insights help you understand an audience better and make future projects stronger.

Reach versus exclusivity

Does this mean streaming services are no longer relevant? Absolutely not! A streaming service often offers financing, marketing power, prestige and a curated environment in which content can excel. For many projects, that remains the right route. But I do think filmmakers should more often ask themselves: What is the purpose of this film? Do we want to maximise revenue? Do we want to win awards? Do we want to reach a niche audience? Or is our main aim to create impact? For that last goal, I increasingly see YouTube as a serious alternative. Particularly for music documentaries, impact films and stories that speak to an international community.

A new reality

The figures from Digital i’s research show that YouTube is no longer simply an addition to television and streaming. For a growing part of the world, it has become the main destination for video entertainment. Average viewing times are rising, more viewers are using their television as a screen, and traditional media companies are investing heavily in their presence on the platform. For ENSHI, this is an interesting development. Ultimately, the audience is what matters when choosing a platform. If a story can move millions of people, be shared around the world and provide valuable insights for its makers at the same time, that is a distribution model I will continue to follow with great interest.