Digital i, the streaming media measurement company, has released a report titled How is the US using YouTube? which explores what users in the country watched on the service, and how they watched it, during H1 2025.

The report includes the latest Digital i measurement of the platform from across the first half of this year, with insights into viewing trends and content preferences.

Some of the key takeaways include:

– Saturday Night Live was the most searched-for topic on the platform in the US during H1 2025, and the show’s official YouTube channel had the highest reach, with 38.6 million unique accounts viewing content.

– YouTube was watched on TV more than on any other device, accounting for 36 per cent of the estimated 45.1 billion hours viewed in the US during the period.

– Males aged 18-24 were the heaviest users of the platform during the period, spending an average of 165.5 minutes per day on YouTube.

– Out of the top 500 channels in the US in the period, ranked by reach, only 16 did not carry any YouTube Shorts.

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Categories: Articles, Consumer Behaviour, Content, OTT, Research

Tags: comedy, digital i, saturday night live, usa, youtube