For many years, Facebook was considered the leading digital platform in Tunisia. In 2026, user habits have evolved significantly, with YouTube becoming an increasingly important part of Tunisians' daily digital lives.
With 7.83 million users in Tunisia, YouTube has become one of the country's most influential digital platforms, slightly surpassing Facebook, which now has 7.80 million users.
YouTube stands out for its ability to reach audiences of all ages. Younger users rely on it for entertainment, tutorials, and content creators, while adults use it to access practical, educational, professional, and informative content.
More than 70% of Tunisians report using YouTube every day. This widespread daily usage demonstrates that YouTube is no longer just a video-sharing platform—it has become an essential part of everyday media consumption.
On average, active Tunisian users spend around 120 minutes per day on YouTube.
This impressive viewing time highlights the platform's importance in everyday content consumption. Tunisians use YouTube to stay informed, learn new skills, entertain themselves, compare products, and discover new brands.
Today, YouTube plays a key role in consumer decision-making. Before purchasing a product, choosing a service, or forming an opinion about a brand, many internet users watch reviews, product demonstrations, tutorials, testimonials, and explanatory videos.
For brands, this means YouTube can influence customers throughout the entire buying journey:
In 2026, a major global shift is taking place: YouTube viewing on Smart TVs has officially surpassed mobile viewing.
Smart TVs now account for 35% of global YouTube viewing, compared to 31% on mobile devices.
This trend shows that YouTube is increasingly moving into living rooms. It is no longer just a mobile platform but has become a shared family screen and an everyday entertainment experience.
YouTube now occupies a position comparable to traditional television channels and major streaming platforms. Users consume long-form videos, interviews, podcasts, documentaries, educational programs, live broadcasts, and entertainment content on a daily basis.
In 2026, YouTube surpassed Netflix in terms of global daily viewing time, reinforcing its position as the world's leading video platform.
Media consumption habits during Ramadan further demonstrate YouTube's importance. Even during a period traditionally dominated by television channels and Ramadan series, YouTube remains one of the country's most frequently used platforms.
Outside Ramadan, 54% of respondents report using YouTube frequently. During Ramadan, this figure remains remarkably high at 46%.
This confirms that YouTube is no longer an occasional entertainment platform. It has become an integral part of Tunisian media consumption habits, even during periods of intense audiovisual competition.
For businesses, YouTube should no longer be viewed simply as a video distribution platform. It has become a strategic marketing channel for building brand awareness, strengthening customer trust, and supporting purchasing decisions.
Brands can leverage YouTube to:
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In 2026, YouTube has become much more than a video-sharing platform. It has established itself as a central media channel in the digital habits of Tunisians.
With its massive audience, exceptional viewing time, and strong presence across every generation, YouTube has become an essential growth driver for brands.
To remain visible and competitive, businesses must fully integrate YouTube into their content marketing, communication, and digital marketing strategies.
