Premium Video Sees 33% More Co-Viewing Than YouTube

When it comes to attention, not all impressions are created equal. New research from the Video Advertising Bureau (VAB) and TVision shows premium video platforms like Netflix, HBO Max, and Prime Video outperform YouTube in two major areas: co-viewing and attentive minutes. Premium streaming generates 33% stronger co-viewing overall than YouTube, with 76% of impressions among viewers under 17 happening in shared viewing settings. That means more people in the room and more impact per impression.

The advantage of premium streaming grows even more when you factor in time spent. Premium platforms convert watch time into attentive minutes 18% more effectively than YouTube, fueled by viewing sessions that run nearly 50% longer. The result? A 26.2% attention score for premium streaming ads, well ahead of YouTube’s 17.6%. For marketers focused on meaningful engagement, not just reach, Connected TV delivers longer sessions with higher attention and makes every impression work harder.

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