YouTube viewership surpasses ITV in the UK, according to Ofcom
In the ever-evolving landscape of entertainment, a notable shift has taken place in the UK, with YouTube leading the charge in the streaming takeover of TV sets.
According to recent data, people are spending an average of 40 minutes per day consuming content from Video on Demand (VoD) platforms, with YouTube emerging as the second most-watched service, trailing behind the BBC and ahead of ITV. This trend is particularly evident among the younger generation, with those aged 16-34 spending 18 minutes of their daily viewing time on YouTube via their TV sets.
The content audiences are watching on YouTube has evolved significantly. Half of the platform's top-trending videos now resemble traditional TV, featuring long-form interviews, game shows, and other programmes that were once the domain of broadcast TV.
Netflix, while remaining the most popular streaming service, is not immune to this shift. In the first quarter of 2025, Netflix's Adolescence was the most-watched TV event, demonstrating the growing appeal of streaming services among viewers.
Broadcast TV still holds a majority share of in-home viewing, accounting for 56% of total viewing time. However, the data suggests that audiences are increasingly turning to YouTube, with over 55s now watching nearly double the amount of YouTube content on their TVs compared to the previous year.
The Spain vs England Euro 2024 final was the most-watched live sports event of the year, with 19.8 million people tuning in across the BBC, ITV, and STV. This underscores the enduring popularity of live sports on traditional broadcast TV.
Podcasts have also found a home on platforms such as YouTube, Spotify, and Global Player, with more than nine in ten UK adults (93 per cent) listening to some form of audio content each week. Young adults (16-34) are driving this trend, spending more than half of their weekly listening time with streamed music and podcasts.
Interestingly, public service broadcasters (PSBs) are seeing success with their online services, especially the BBC. For the first time, people are watching more online programmes from broadcasters than they are recording programmes.
In conclusion, while broadcast TV still holds a significant share of the market, the rise of streaming services like YouTube is undeniable. As content evolves and viewing habits change, it will be interesting to see how this landscape continues to shift in the future.
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