Netflix has overtaken the BBC as the first choice for viewers deciding what to watch, according to Ofcom's annual Media Nations report. The streaming platform is now selected by 26% of audiences, compared to 25% for the BBC. ITV follows with 15%.
YouTube Viewing Surges
The amount of time people spend watching YouTube on television sets has doubled since 2022, reaching an average of 19 minutes per person per day. Across all devices, total YouTube viewing rose to 41 minutes daily per person, up from 33 minutes in 2022. Among those aged 75 and over, weekly YouTube viewing increased from 28% in 2022 to 33% last year.
Traditional Broadcasters Face Challenges
Ofcom said the figures highlight the “growing challenges” faced by traditional broadcasters from global streaming platforms and online video services. Despite a 9% year-on-year rise in on-demand TV usage (e.g., BBC iPlayer, ITVX, and streaming), it was not enough to offset the decline in traditional channel audiences. Last year, 70% of UK viewers watched content from traditional broadcasters for at least 15 minutes per week, down from 73% in 2024 and 78% in 2022. Declines occurred across all age groups, including those over 75.
Most-Watched Programmes
Netflix aired the two most-watched programmes overall in 2025: K-Pop Demon Hunters and Adolescence. So far in 2026, the BBC has screened eight of the top 10 most-watched programmes, including The Night Manager and Run Away. Celebrity Traitors and its video podcast Traitors Uncloaked were the BBC's biggest titles last year, with the finale attracting an average audience of 14.9 million across BBC One and iPlayer. England’s World Cup semi-final defeat to Argentina on July 15 peaked at 24 million viewers across BBC platforms.
Audio and Podcast Growth
Beyond screens, 93% of adults consume some form of audio content, and 87% listen to live radio weekly, giving it the longest reach of any media sector. More than a quarter of UK adults now listen to podcasts weekly.
Industry Reactions
Kate Davies, group director for strategy and research at Ofcom, said: “As audiences increasingly benefit from an incredible choice of content, competition between traditional broadcasters, streaming services, video sharing platforms and other forms of digital media is fierce. But in face of these challenges, traditional broadcasters are showing resilience with the power to bring millions of us together to watch or listen for big, national moments, as well as growing their digital offerings. To thrive and survive in the current media landscape, it’s more important than ever for companies to continue to understand changing audience habits and adapt their strategies to meet people where they are.”
A BBC spokesman said: “As the report highlights, eight of the 10 most-watched programmes of 2026 so far have been on the BBC, demonstrating we remain where people turn to for moments that bring the nation together, despite a highly competitive global media market. The report also notes that BBC content accounts for 18% of all video viewing, compared with 9% for Netflix – meaning audiences still spend around twice as much time watching the BBC. We are already transforming the BBC’s content and services to meet changing audience habits, including through our YouTube partnership, and the ongoing Charter Review is an opportunity to make clear choices that will ensure the BBC can deliver for audiences across the UK for generations to come.”
