Netflix has edged ahead of the BBC as Britons’ first choice when deciding what to watch on television, media regulator Ofcom said on Wednesday, with 26% of viewers turning first to the U.S. streaming service compared with 25% for the BBC.
Here are details from Ofcom’s annual Media Nations report:
- The regulator found ITV was the first choice for 15% of viewers, showing increasing competition for audiences from streaming and online video platforms.
- Viewing of broadcaster-owned streaming services including BBC iPlayer, ITVX, Channel 4 Streaming and 5 rose 9% year-on-year, making them the fastest-growing category of television service.
- Subscription streaming services were present in around 70% of British homes, a figure Ofcom said has largely plateaued after rapid growth during the COVID-19 pandemic.
- Around 70% of people in Britain watched content from traditional broadcasters for at least 15 minutes a week in 2025, down from 73% in 2024 and 78% in 2022.
- Major live events attracted large audiences, with England’s World Cup semi-final defeat by Argentina on July 15 drawing a peak audience of 24 million across BBC platforms.
- Average daily viewing of YouTube on television sets doubled to 19 minutes per person last year from 9 minutes in 2022, while total viewing across all devices rose to 41 minutes a day from 33 minutes.
- Among people aged 75 and over, the reach of YouTube on a weekly basis increased to 33% in 2025 from 28% in 2022, which Ofcom said indicated growing adoption among older audiences.
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