Netflix has become the first port of call for TV viewers in the UK, overtaking the BBC in a major blow to the public broadcaster. Ofcom's latest Media Nations report found that 26% of UK viewers in 2025 said they turn to Netflix first when looking for something to watch, while the BBC was marginally behind at 25%. ITV took the biggest hit, with only 15% of viewers choosing the network as their go-to option.
Shift from Previous Year
The figures mark a U-turn from the previous year, which saw the BBC at the top with 28% and Netflix at 23%. However, an Ofcom spokeswoman said that due to changes in methodology, the numbers are only indicative.
Age Divide in Viewing Preferences
Younger audiences are more likely to choose Netflix first, with 36% of 16- to 24-year-olds prioritising the streaming platform. In contrast, only 5% of over-75s choose Netflix, with 48% still loyal to the BBC.
Netflix's Content Success
Netflix has released several major hits in recent times, from Adolescence to Bridgerton and Baby Reindeer, which may explain its growing appeal.
BBC Funding Model Debate
The news comes as the BBC has floated the idea of getting streaming subscribers to pay the £180 licence fee. With a new funding model approaching, the network argued that the fee could be expanded to cover households that watch non-live content via streaming services. Currently, only those watching live output—such as Netflix's WWE coverage or the Champions League on Prime Video—are required to pay.
Perceptions of Quality
Ofcom's research also found that more adults associate Netflix with “high quality content”, “content that is relevant to me”, and “creative content” than the BBC. However, the BBC ranked higher than Netflix in areas like “content that offers a different point of view from my own”.
British Drama and Older Viewers
In good news for the BBC, far more adults still associate it with better British drama than Netflix. Nonetheless, 2025 saw a “pronounced” number of older viewers flocking to drama on streaming platforms. Average hours watched by audiences over the age of 75 skyrocketed by 56% to 36 hours per person per year.
