June 8, 2026

4 YouTube Stats Tech Marketers Should Not Ignore

3rd + Lamar

Many tech companies still treat YouTube as a secondary channel.

We expect this to change as more executives realize YouTube is driving AI brand visibility and helping to offset search losses.

If you’re leading growth or brand marketing in tech and you’re trying to justify a larger YouTube investment, here are four compelling stats from a June 2026 report from Digital i titled, “The YouTube Era: 2025 In Review,” which aggregates data across 18 countries.

1. YouTube Surpasses Netflix In Average Daily Consumption

YouTube acts both as a social and streaming platform, and it competes with the largest premium entertainment platforms in the world.

Last year, YouTube surpassed Netflix in average daily usage per account at 99.1 minutes, a nearly 12-minute increase from 2024. Meanwhile, Netflix finished with 93.4 minutes after ending 2024 with 100.5 minutes.

This should change how B2B marketers think about the platform. YouTube is not just a place to host videos. It’s become an entertainment destination where your prospects and customers are spending meaningful time.

YouTube was the No. 1 app in the U.S. by audience share in Q4 2025 and also ranks No. 1 in the U.S. in TV viewing time. But the global consumption data illustrates that YouTube’s relevance extends beyond our borders.

This is an important distinction, especially for tech companies that operate worldwide.

2. YouTube TV Viewership Growing Faster Than Other Devices

The rise of vertical video has caused some companies to overlook how much content consumption occurs in the living room.

YouTube watch time on TVs grew to 33.7% in Q4 2025 after ending 2024 at 30.3%. Meanwhile, the share of YouTube viewership on web and mobile declined last year.

A video that works in a mobile feed may not hold up on TVs. Expectations for production and sound quality on larger screens are higher, and scrolling behavior is less common. So in this environment, the content must match the experience to resonate.

We recommend tech companies invest in higher-production storytelling and episodic content to help attract and retain an audience. Don’t treat YouTube as a dumping ground for webinar clips or repurposed LinkedIn videos.

Produce videos that are more intent-driven. Plot the non-branded search queries that your prospects may enter on YouTube and build a content plan to appear for those terms. Also, consider the recent roll-out of Ask YouTube in your video strategy to serve your prospects at each stage of the customer journey.

3. YouTube Consumption Growth Rate Fastest Among Older Viewers

If your tech company is deprioritizing YouTube because you’re more focused on reaching older decision-makers on LinkedIn, consider that the 55-64 year-old age demo (e.g. Gen X and Baby Boomers) represented the most growth in YouTube average daily minutes worldwide last year.

This age demo still trails younger viewers in average daily minutes watched, but 81.4 minutes per day is not insignificant. For B2B marketers, this matters because it dispels the notion that YouTube is irrelevant for reaching older professional audiences.

4. Long-Form YouTube Content Dominates Viewing Time

We’ve shared previously how long-form video content dominates YouTube.

According to the Digital i study, videos 20 minutes or longer rose from 63.6% of YouTube viewing time worldwide in 2024 to 67.7% in 2025.

Users visit YouTube to watch longer, more immersive programming. This type of content is often more memorable compared to the often ephemeral videos people scroll through on TikTok or Instagram.

Tech companies invest in videos to build trust and authority, which are more difficult to establish in short-form content. Compare this with YouTube, where users already engage with longer videos on larger screens. These two ingredients provide a larger canvas for tech companies to tell stories that build credibility and increase brand recall.

The types of videos we see perform well for tech companies on YouTube include: