Teenagers in the United States now watch more video content on YouTube than Netflix. This is according to the latest research from Piper Jaffray in their survey of 9,500 teenagers, with an average respondent age of 15.8 years.

YouTube accounted for 37% of teenager daily video consumption in fall 2019, an increase from one-quarter (26%) in spring 2017. This is the first time longer has been spent on YouTube than Netflix, whose share of total consumption has remained relatively flat but dipped to 35% most recently.

The launch of Disney and Apple streaming services further threatens Netflix's share of video consumption.

Cable TV is also seeing a decline in popularity, accounting for one-quarter (23%) of consumption in spring 2017 but just 12% in fall 2019. Hulu has made marginal gains to reach 7% – more than double the share that Amazon Prime takes (3%).

The report explains YouTube's growth as a result of a wider selection of teen-oriented content, including music videos, influencer and gaming content and how-to-videos.

Video content is fundamental for brands looking to engage with young audiences, particularly by emphasising emotion and self-expression. Recent research has found that YouTube offers brands greater awareness, particularly if the video goes viral, while social video performs better around brand favourability.