Can you guess which streaming service we watch more than Netflix during the day?

Turning on the TV first thing, leaving something in the background while we make breakfast, and sticking with it for much of the morning is far more common than it seems. Between one task and the next, between exercise and cooking, the remote almost always ends up going to the same place, because we want immediacy, variety, and zero friction from the moment the screen lights up. But where does that remote go?

YouTube dominates our morning and afternoon hours

In the United States, YouTube has spent years leading TV viewing time ahead of Netflix, Prime Video, Disney+, and the rest of the streaming services, and in November it reached roughly 13% of the total compared with 8% for Netflix. The gap is explained mainly by daytime viewing, as reported by The NYT.

In fact, the distance shows most clearly when you look at a specific hour: around 11 a.m., YouTube averaged 6.3 million viewers in October, while Netflix stood at 2.8 million. At that same time, Prime Video is around 1 million and other services sit at smaller figures, with several below 600,000.

By early evening, however, the map changes. Around 9 p.m., Netflix climbs above 11 million viewers, and YouTube rises to 12 million, a slot where a more premium catalogue starts to matter a lot and the gaps narrow. That’s when we’re more in the mood for a series, a film, or a long-form format, with a clearer intention to sit down and pay attention.

Background TV has changed channels

For decades, daytime TV leaned on programmes that kept us company: talk shows, cooking, or soap operas are the most common examples. Today, YouTube fills that space thanks to its flexibility and diversity. A clip from the news recap while we have breakfast, music to help us focus, an informative video on any topic we’re interested in, or a live stream of local news. Everything fits into viewing that hops from one thing to another with surprising ease.

That fit also has to do with the type of content. Part of what we put on during the day is looking more for company than for our full attention, and that’s where YouTube shines with playlists, kids’ content, and utilitarian videos that add up to hours without requiring us to stay glued to the screen.

Most importantly, though, YouTube stands out when our hobbies and interests get specific. Here, the recommendation algorithm makes us watch one more video instead of realising that what’s been playing on the TV for 10 minutes doesn’t interest us at all—and turning it off.

Netflix, Prime Video, and the rest want to break into our mornings

YouTube’s daytime lead has become a challenge for the other services. Netflix and other platforms have invested enormous amounts in scripted entertainment and big-budget formats, and now they’re watching the morning slot closely: more app opens, more daily habits, more viewing moments spread throughout the day.

One clear route into this space is video podcasts. Netflix has announced at least 34 video podcasts coming next year, and Prime Video has done the same, since a large share of podcast consumption happens between 6 a.m. and 6 p.m. according to data from Edison Research. YouTube, for its part, has said that its push for video podcasts on TVs has driven 75% year-on-year growth. Not to mention the deal to air the Oscars exclusively from 2029 onwards, which shows YouTube’s intent when it comes to major events.

All in all, the way we consume is becoming clearer: in the morning and afternoon we look for speed, company, and useful content, and at night, a more sofa-based experience. So while platforms try to offer us content for every hour of the day, for now YouTube works as daytime TV, and more cinematic entertainment is left for the end of the day.