Nearly three times the number of American millennials watch ad-supported TV content than use YouTube, according to the latest data from the Global TV Group. TV brands, across both linear and catch-up, recorded 4.8 million viewers per average minute this year, while YouTube registered at 1.9 million. Facebook clocked in at fourth with 1.0 million views per average minute, one-fifth of the level seen for TV brands.

Snapchat, Google and Instagram reported similar levels of viewers per average minute, between 650 and 700 thousand. This was significantly higher than Amazon, which placed 12th at 81,000.

This comes with major digital platforms increasingly seeing TV as a medium to advertise on, with FAANG brands' TV adspend nearly tripling between 2011 and 2017. However, total TV advertising expenditure in the US dropped to a six-year low in 2017.