The news: Despite YouTube’s leadership in time spent with video, premium streaming platforms command a higher attention rate, per TVision research cited by Mediapost.

• Premium streaming platforms like Netflix and HBO Max received a 26.2% attention score. TVision used “eyes on the screen” computer vision technology and defines attention as the percentage of ad impressions with at least two seconds of eyes-on-screen viewing.
• YouTube, meanwhile, received a 17.6% attention score.
• The attention gaps between premium streaming and YouTube was present across times of day. Early fringe attention—the period preceding prime time hours—was at 24.5% for premium and 15.7% for YouTube; the daytime period saw premium attention land at 21.7% and YouTube at 15.9%.
• Early morning offered the smallest difference: 16.4% for premium and 13.6% for YouTube.
• YouTube (69.4% reach), Netflix (68.6%) and Prime Video (59.2%), were the only three streamers to reach the majority of streaming households.

Behind the gap: Even as YouTube commands 13.4% of time spent with streaming in the US, per Nielsen, the platform may not command the same level of sustained viewer attention for a key reason.

• YouTube is primarily known for its short-form and mid-length content offerings, making it ideal for quick consumption and discovery rather than long-form and sustained engagement.
• In contrast, premium streaming services like Netflix prioritize long-form, episodic, and film content that encourages viewers to pay more attention for sustained periods.

Implications for marketers: The findings indicate a potential mismatch with advertiser spending priorities; budgets may not reflect where attention is strongest. But YouTube is still the leading media platform worldwide, indicating a need to balance the unique strengths YouTube and premium streaming services offer.

• Marketers should prioritize the quality and relevance of content beyond platforms. YouTube’s vast reach and higher time spent make it essential for broader awareness efforts; premium services, meanwhile, are suited for campaigns that require deep engagement or association with high-quality, long-form content.
• YouTube stands out for its breadth of formats beyond episodic content. Influencer-led initiatives and short-form video are likely to perform more natively on the platform than on services like Netflix.