Netflix rivals BBC as viewers' top choice

Netflix has emerged as the primary choice for 26% of viewers when selecting content, matching the BBC's 25%, an Ofcom report has revealed. ITV followed with 15% of audiences naming it as their first choice. The findings indicate a significant shift in viewer habits, with streaming platforms increasingly competing with traditional broadcasters.

Rise of YouTube on Televisions

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The time spent watching YouTube on television sets has doubled since 2022, reaching an average of 19 minutes per person each day. This increase is particularly notable among older demographics, with weekly YouTube viewing among those aged 75 and over rising from 28% in 2022 to 33% last year. Across all devices, total daily YouTube viewing rose to 41 minutes per person, up from 33 minutes in 2022.

Challenges for Traditional Broadcasters

Despite a 9% year-on-year increase in on-demand services like BBC iPlayer and ITVX, this growth has not compensated for the ongoing decline in audiences for traditional broadcast channels. Last year, 70% of people in the UK watched content from traditional broadcasters for at least 15 minutes weekly, a decrease from 73% in 2024 and 78% in 2022. These declines were observed across all age groups.

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Ofcom highlighted these figures as evidence of the mounting pressure on traditional broadcasters from global streaming and online video services. While Netflix produced the two most-watched programmes overall in 2025, the BBC has broadcast eight of the top 10 programmes this year, including major titles like 'The Night Manager' and 'Run Away'.

“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.”

Kate Davies, Ofcom

Davies added that traditional broadcasters demonstrate resilience, uniting millions for significant national events and expanding their digital services. She stressed the importance for media companies to understand evolving audience behaviours and adapt their strategies to remain competitive.

Radio and Podcasts Maintain Reach

Beyond television and streaming, live radio continues to hold the widest reach, with 87% of adults tuning in weekly. In total, 93% of adults engage with some form of audio content. Additionally, over a quarter of UK adults now listen to podcasts on a weekly basis.

A BBC spokesperson stated that the broadcaster remains a key destination for national moments, despite a competitive global market. They noted that BBC content accounts for 18% of all video viewing, compared to 9% for Netflix, indicating audiences still spend roughly twice as much time watching the BBC. The spokesperson also mentioned ongoing transformations to BBC services and the potential for the Charter Review to secure its future.