YouTube sees 38% of users engaging with TV and film content

More than a third of YouTube’s global monthly active users now watch traditional TV and film content on the platform, according to consumer research published by Ampere Analysis.

The report found that 38% of YouTube users globally viewed documentaries, TV shows or films in the month prior to the February–March 2025 survey period. Documentaries were watched by 24% of users, ranking as the fourth most popular content type, while TV shows and films were fifth, viewed by 23%.

Ampere noted that the audiences for documentaries and TV or film content were largely distinct. Of those watching either genre, 41% watched documentaries only and 37% viewed only TV or film, with 22% overlapping.

Viewership for these genres showed a slight skew toward users aged 35 to 44 and households with families. The content was especially popular in Asia Pacific, where 45% of monthly active users watched it, and in Latin America, with 40%. In comparison, 28% of users in Western Europe and 37% in North America engaged with these content types.

Smart TVs have become an important device for long-form content. Among users who watched both documentaries and TV shows or films, 34% used a smart TV for at least some of their viewing. This compares with 22% across all YouTube monthly users. However, smartphones and laptops remained the dominant devices at 77% and 37%, respectively.

YouTube continues to have the broadest global reach among online video platforms, with 84% of internet users accessing it monthly, 73% weekly, and 59% daily, according to the study.

Daniel Monaghan, senior research manager at Ampere Analysis, said the platform has evolved from its early focus on short-form content to hosting more full-length shows and films from established producers and broadcasters. He noted that while this may impact some owned-and-operated services, it also presents opportunities for broader audience reach and new revenue via advertising partnerships.

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