YouTube, a key platform for TV and Film, now reaches 38% of global users

YouTube is solidifying its position as a major player in the long-form content space, with 38% of its global monthly active users now watching traditional TV and film content on the platform, according to new research from Ampere Analysis. This marks a significant shift in viewing habits and expands YouTube’s role far beyond its origins in short-form, user-generated clips.

With the highest global reach of any online video platform, YouTube’s dominance is unmatched: 84% of internet users access the platform monthly, 73% weekly, and 59% daily. This penetration offers an unparalleled distribution channel for studios, producers, and broadcasters looking to extend the reach of their content, particularly as audience fragmentation accelerates across digital ecosystems.

Documentaries, TV shows, and full-length films now rank among YouTube’s top five most-watched content types. This rise in long-form viewing is not only reshaping the platform’s content mix but also altering monetization strategies. While there's a risk of cannibalizing audiences from owned-and-operated services, the scale of YouTube provides content owners with compelling upside: access to massive global audiences, longer viewer engagement, and new ad-share revenue streams.

Regional differences in viewing patterns highlight the global opportunity. In Asia Pacific, 45% of YouTube users report watching traditional TV and film content on the platform. In Latin America, the figure is 40%, while North America closely follows the global average at 37%. Western Europe trails behind, with 28% of users engaging in this type of viewing. These disparities underscore regional growth potential and the importance of tailored distribution strategies.

The adoption of Smart TVs is also playing a crucial role in fueling long-form viewership. Ampere’s data shows that 34% of users who watched both documentaries and TV/film content on YouTube in the past month did so via a Smart TV, signaling a blending of the linear and digital viewing experience. This shift supports the notion that YouTube is increasingly perceived as a television platform, particularly in family households and among viewers aged 35 to 44.

As consumer behavior continues to evolve, YouTube’s hybrid of massive reach, ad-supported monetization, and cross-device accessibility makes it an increasingly vital channel for professional content distribution. With the lines between traditional and digital video continuing to blur, YouTube’s growing role in TV and film consumption signals a fundamental reshaping of how and where audiences engage with premium entertainment.