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This report analyzes the results of Ovum's Digital Consumer Insights 2019 consumer survey to identify the differing attitudes and preferences of daily YouTube and Netflix users, and assesses what they mean for players across the TMT ecosystem.


  • YouTube is replacing pay TV for tomorrow's paying consumers, Netflix for today's. YouTube daily usage peaks at 75% in the 16–18 age group, while Netflix daily usage peaks among respondents aged 25–34.
  • Most (younger) daily Netflix users are also daily YouTube users, and this overlap also spills into weekly usage of free broadcaster online video services and other paid OTT video services.

Features and Benefits

  • Assesses the demographics, overlap, and other media preferences of YouTube and Netflix daily users in five key markets: Australia, Brazil, the US, the UK, and Germany.
  • Identifies five key messages about YouTube and Netflix daily users, assessing their impact on, and providing recommendations for, video service providers, broadcasters, pay-TV operators, and technology vendors.

Key questions answered

  • Which other traditional and digital media services are most used by daily YouTube and Netflix viewers?
  • What are YouTube and Netflix daily users' attitudes toward paying for premium online video, and how do they differ to those of other survey respondents?
  • What are YouTube and Netflix daily users' attitudes toward pay TV, and what does this mean for operators?
  • Which types of video content are most important to YouTube and Netflix daily viewers, and on which devices are they mostly watching them?
  • What are the prospects of YouTube and Netflix daily viewers signing up to new OTT video services, including Disney +, HBO Max, Apple TV+, and Quibi?

Table of contents


  • Introduction
  • Download 1: Digital Consumer Insights 2019 Analysis: Daily YouTube and Netflix Viewers