The news: Premium video platforms, including Netflix, HBO Max, and Prime Video, far outperform YouTube in co-viewing time and attention, according to a study from the Video Advertising Bureau (VAB) and TVision. Co-viewing is defined as multiple viewers watching content together.

• Co-viewing is 33% stronger on premium video platforms than on YouTube. The highest majority was among consumers under 17, where 76% of premium video impressions are co-viewing moments, compared with 59% for YouTube—but the trend of premium over YouTube is consistent across age groups.
• Premium video is 18% more likely than YouTube to convert viewing time into attentive minutes. This is partially due to session lengths on each—premium platforms have 49% longer viewing sessions than YouTube does, giving more opportunities for marketers to make an impression.

The findings echo previous TVision research that found premium streaming platforms received a 26.2% attention score, defined as the percentage of ad impressions with at least two seconds of eyes-on-screen viewing. YouTube’s attention score was 17.6%.

Behind the data: Heightened co-viewing moments and longer viewing periods give premium video platforms the opportunity to deliver greater ad exposure than YouTube.

• Co-viewing means more viewers per ad exposure. Premium video is frequently watched on connected TV (CTV) devices by households, meaning a single ad impression can reach multiple people at once; something less common for YouTube.
• Psychologically, co-viewing can boost impact. It encourages brand discussion and allows ads to become part of a collective experience. This context elevates the impact of ads.