Analysts say Alphabet-owned platform’s evolution is one of the defining media shifts of the decade

YouTube has overtaken Netflix in average daily viewing among users around the world, according to analysis that reveals the digital platform’s ever greater media muscle.

A major shift to watching YouTube on television has fuelled a growing rivalry between the world’s pre-eminent digital and streaming platforms. “YouTube is not just cat videos any more,” Netflix’s co-chief executive, Ted Sarandos, said recently. “YouTube is TV.”

With the constant risk of being recorded, many young people are afraid of showing enthusiasm – let alone doing something so potentially embarrassing as dancing in public. Is there a way to set themselves free?

In a video posted to TikTok, where Katie Whitney has 2.5 million followers, she says to camera, bluntly: “This video is for Cynthia Erivo. If you’re not Cynthia Erivo … you can keep on scrolling.” Her demeanour then shifts, her voice becomes softer; more the way a person might talk to their puppy: “Hi Cynthia. Hi baby. Hey baby. How are you?” It’s toe-curling – or, in modern parlance, cringe – to watch. “I feel traumatised,” says one commenter. Others post photos of a stunned-looking Erivo and imagine: “What if the Wicked star were to actually watch this video?” Cringe!

Now 25, but having started making this kind of content – “weird skits” – at 20, Whitney is part of what is known online as CringeTok, a subsection of the internet that deals in content designed to make your toes curl. It’s in many ways a reaction to a fear of being “cringe”, which is seeping into all parts of life – from social media to classrooms to the workplace.