YouTube is becoming a more frequent part of Americans’ media routines than live television. A new Attest study shows the platform has moved ahead of traditional TV.
What We Know: Attest’s 2026 Attention Economy Report surveyed 1,000 U.S. adults about their weekday media habits. The study found 90% use YouTube on a typical weekday, compared with 79% who use streaming services and 73% who watch live television. The findings suggest YouTube has become a routine part of daily media consumption, rather than simply an alternative destination for digital video.
What the Numbers Show: The report also highlights a growing challenge for traditional television: attention. Just 12% of respondents said they give their full attention to TV. Meanwhile, 68% use a second screen while watching, including for social media, messaging, gaming, or other activities. Additionally, 23% of Americans primarily watch YouTube on their televisions, further blurring the line between digital video and traditional TV.
What They Said: “YouTube hasn’t just become an alternative to TV, it’s already ahead of it. Tellingly, 23% of Americans primarily watch YouTube on their televisions … Gen Z watches by far the most YouTube, 2h 25m a day on average, well ahead of Millennials (1h 55m), Gen X (1h 18m) and Boomers (53m). Men also watch significantly more than women overall (2h 09m vs 1h 23m).” -Attest Researchers
What It Means: For broadcasters and advertisers, the findings reinforce how quickly viewing habits are changing. YouTube now competes directly for time that once belonged primarily to television. Moreover, the second-screen behavior shows live TV still reaches large audiences, but it often struggles to command their complete attention. As a result, media companies face pressure to treat YouTube and other digital platforms as core parts of the viewing ecosystem.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.