A recent study by Ampere Analysis reveals a fascinating evolution in YouTube's content landscape. The platform, boasting the largest active user base globally, with 84% of internet users watching monthly, is experiencing a significant shift towards longer-form video content.
Documentaries, TV shows, and films are now firmly established among the top five most-watched content types. This is a marked change from YouTube's early days, as noted by Daniel Monaghan, Senior Research Manager at Ampere Analysis: “The behemoth that is YouTube, the most-watched online video platform globally, has come a long way since its early days of short, low-quality, user-generated pranks, memes, and vlogs.” He further explains that while shorter-form content remains popular, the influx of full-length programming from major studios is creating both opportunities and challenges.
The inclusion of professionally produced content presents a potential risk of cannibalizing existing audiences, yet the sheer scale and reach of YouTube make the benefits undeniable. “The sheer scale and reach of YouTube mean the benefits of extending the addressable audience cannot be ignored, while also opening up new revenue streams via ad-share agreements with the platform,” Monaghan highlights. The study shows that 38% of YouTube monthly active users (MAUs) watched documentaries or TV shows/films in February and March 2025. Documentaries were particularly popular, ranking fourth with 24% of MAUs watching them, while TV shows/films were fifth at 23%.
Interestingly, smart TVs are playing an increasingly significant role in this shift towards longer-form viewing. 34% of users who watched documentaries and TV shows/films used a smart TV, compared to 22% of all YouTube MAUs. While smartphones and computers/laptops remain dominant, the rise of smart TVs points to YouTube's growing presence in the living room.
Monaghan anticipates continued growth in engagement, especially as YouTube strengthens its position on smart TVs, moving beyond its origins as primarily a mobile and desktop platform.