{"id":29195,"date":"2026-08-27T17:25:31","date_gmt":"2026-08-27T17:25:31","guid":{"rendered":"https:\/\/apptopia.com\/en\/?post_type=insight&#038;p=29195"},"modified":"2026-08-27T19:18:10","modified_gmt":"2026-08-27T19:18:10","slug":"youtube-viewers-are-increasingly-skipping-netflix","status":"publish","type":"insight","link":"https:\/\/apptopia.com\/en\/insights\/youtube-viewers-are-increasingly-skipping-netflix\/","title":{"rendered":"YouTube Viewers Are Increasingly Skipping Netflix"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Netflix [NASDAQ: NFLX] has been launching new content features to try and get subscribers to spend more of their entertainment hours inside of Netflix. As many have pointed out, social media and streaming video products are all converging and starting to look the same. YouTube [NASDAQ: GOOG] was ahead of the curve when it came to hosting podcasts, something Netflix just launched at the beginning of this calendar year. As these features (podcasts, clips, shorts) have launched, YouTube has noticed and taken action. It was <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2026-08-19\/youtube-offers-creators-millions-to-not-work-with-netflix-mt0lbfaj\"><span style=\"text-decoration: underline;\">reported<\/span><\/a> YouTube is now paying creators handsomely not to work with Netflix.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"816\" src=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/nflx_ytube@2xapptopia-1024x816.png\" alt=\"\" class=\"wp-image-29200\" srcset=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/nflx_ytube@2xapptopia-1024x816.png 1024w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/nflx_ytube@2xapptopia-300x239.png 300w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/nflx_ytube@2xapptopia-768x612.png 768w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/nflx_ytube@2xapptopia-1536x1225.png 1536w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/nflx_ytube@2xapptopia.png 1588w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The above image shows YouTube viewers are increasingly skipping out on Netflix. This data is from Apptopia&#8217;s US consumer device panel. It is observed behavior. In August, about 92% of Netflix users were also users of YouTube while only about 16% of YouTube users were also users of Netflix.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">YouTube and other top social media apps [<a href=\"https:\/\/apptopia.com\/en\/insights\/american-social-media-time-increasing\/\" data-type=\"link\" data-id=\"https:\/\/apptopia.com\/en\/insights\/american-social-media-time-increasing\/\"><span style=\"text-decoration: underline;\">Americans\u2019 Social App Usage Is Up. Its Share of Screen Is not.<\/span><\/a>] are not the only threats Netflix faces. I also ran a cross app overlap analysis with top &#8216;micro drama&#8217; apps. These are streaming platforms featuring vertical, bite-sized video series that have been all over the top of daily US App Store charts. Cross app overlap between Netflix and the top micro drama apps has averaged a month-over-month growth rate of 21% this calendar year.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"787\" src=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/nflx-mdramacx@2x-1024x787.png\" alt=\"\" class=\"wp-image-29202\" srcset=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/nflx-mdramacx@2x-1024x787.png 1024w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/nflx-mdramacx@2x-300x230.png 300w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/nflx-mdramacx@2x-768x590.png 768w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/nflx-mdramacx@2x-1536x1180.png 1536w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/nflx-mdramacx@2x.png 1588w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">In the US, our panel shows Netflix&#8217;s user Churn is suffering a bit compared to last year. It&#8217;s been up an average of 10.4% year-over-year. Still, Average Time Spent per DAU is continuing to increase <a href=\"https:\/\/apptopia.com\/en\/insights\/netflix-time-spent-diverges-between-younger-and-older\/\"><span style=\"text-decoration: underline;\">for some cohorts<\/span><\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Netflix [NASDAQ: NFLX] has been launching new content features to try and get subscribers to spend more of their entertainment hours inside of Netflix. As many have pointed out, social media and streaming video products are all converging and starting to look the same. YouTube [NASDAQ: GOOG] was ahead of the curve when it came [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":29206,"comment_status":"open","ping_status":"closed","template":"","insight_category":[92],"insight_tag":[118,113],"ppma_author":[300],"class_list":["post-29195","insight","type-insight","status-publish","has-post-thumbnail","hentry","insight_category-video-streaming","insight_tag-googl","insight_tag-nflx","author-adamblacker"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.1 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>YouTube Viewers Are Increasingly Skipping Netflix - Apptopia<\/title>\n<meta name=\"description\" content=\"New Apptopia data shows 92% of Netflix users also use YouTube, but only 16% of YouTube users open Netflix, as churn climbs 10.4% YoY.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/apptopia.com\/en\/insights\/youtube-viewers-are-increasingly-skipping-netflix\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"YouTube Viewers Are Increasingly Skipping Netflix\" \/>\n<meta property=\"og:description\" content=\"New Apptopia data shows 92% of Netflix users also use YouTube, but only 16% of YouTube users open Netflix, as churn climbs 10.4% YoY.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/apptopia.com\/en\/insights\/youtube-viewers-are-increasingly-skipping-netflix\/\" \/>\n<meta property=\"og:site_name\" content=\"Apptopia\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-27T19:18:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2026\/08\/shutterstock_1732921487.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"664\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/apptopia.com\\\/en\\\/insights\\\/youtube-viewers-are-increasingly-skipping-netflix\\\/\",\"url\":\"https:\\\/\\\/apptopia.com\\\/en\\\/insights\\\/youtube-viewers-are-increasingly-skipping-netflix\\\/\",\"name\":\"YouTube Viewers Are Increasingly Skipping Netflix - 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