Ampere Analysis has released findings from its latest survey.
YouTube continues to enjoy strong viewing figures, with 85 per cent of internet users now watching content on the platform every month, according to Ampere’s data.
The company’s latest global consumer tracker of 56,000 adults found 18 per cent of viewers watch full-length films and TV shows on YouTube. Older audiences are having a significant impact on the figures as the 35-64 year-old group drives a surge in long-form multigenerational viewing. Households with children form another key driver, pointing to consumers increasingly turning to the platform for family viewing.
Additionally, Ampere found viewers of film and TV on YouTube are “content super-consumers”, engaging with more genres than the general online population.
There is a wide variance across regional markets. In India, 32 per cent of users watch film and TV content on YouTube, falling to 20 per cent in Saudi Arabia, 15 per cent in the US, 12 per cent in the UK and just 7 per cent in Sweden.
Countries with fewer on-demand services and broadcaster catch-up platforms are leading the YouTube uptake, with Brazil and Mexico standing out. Both countries offer attractive distribution opportunities for content owners, said Ampere, reporting large audiences on the platform itself and for YouTube viewing on smart TVs.
Ed Ludlow, senior analyst at Ampere Analysis, said, “YouTube’s vast audience makes it an attractive partner for content owners seeking to monetise their catalogues and reach beyond their regular audience. But that same scale means viewing behaviours vary widely across demographic groups — it’s crucial that content owners understand who they’re really engaging when distributing content on the platform.”
The latest findings bolster those from the 2025 Ofcom Media Nations Report, which showed YouTube overtaking ITV to become the second most-watched service in the UK throughout 2024. Year-on-year, UK in-home YouTube use grew from an average of 35 minutes per individual per day to 39 minutes, an increase of 13 per cent.
