Netflix rivals BBC for UK TV dominance

Netflix has become the primary TV service for 26% of Britons, placing it neck-and-neck with the BBC, which is the preferred choice for 25% of viewers. This finding comes from Ofcom's annual Media Nations report, released recently. Despite a general slowdown in the growth of streaming platforms in the UK, Netflix has maintained its appeal through popular content.

The report highlighted "Kpop Demon Hunters" and "Adolescence" as the most-watched titles in 2025, attracting audiences of over 24 million and 16 million respectively. These successes underscore Netflix's ability to produce breakthrough hits, even as subscription is still required after app installation on smart devices.

However, viewing figures for early 2026 indicate a resurgence for the BBC. Popular shows like the latest series of "The Traitors" and "The Night Manager" have topped ratings. This upward trend has been further bolstered by the BBC and ITV's coverage of the World Cup throughout the summer.

Ofcom's research also shows that traditional broadcasters are demonstrating resilience, particularly through live event television. The BBC maintained the largest share of total video viewing in 2025, accounting for 18%, followed by YouTube (15%), ITV (11%), and Netflix (9%). YouTube's presence on TV sets has also doubled in the last four years.

Younger audiences, however, show a declining interest in live TV viewing, with significant drops among 16- to 24-year-olds and 4- to 15-year-olds. This decline is partly attributed to the absence of major sporting events in 2025 compared to the previous year's Paris Olympics and Euro 2024. The allure of social media and gaming also contributes to young adults watching fewer minutes of broadcast, streaming, and on-demand services.