YouTube Dominates UK TV Viewing

YouTube has emerged as a significant force within the United Kingdom's audiovisual ecosystem. Data indicates that 54% of all YouTube viewing occurs on television sets, transcending demographic boundaries. This positions YouTube as the fourth most-used navigation platform, serving as a crucial gateway to content akin to traditional electronic program guides.

Traditional broadcasters are increasingly forging partnerships with YouTube, recognizing its potential for content discovery. BBC Studios, for instance, views collaborations as incremental and beneficial for growing fandom. However, Netflix leads when viewers first switch on their TVs, with YouTube following behind.

Younger demographics show distinct viewing habits, with 16-34 year olds favoring Netflix, while children aged 4-15 primarily use TV sets to access YouTube. Concurrently, live TV viewing has steadily declined, dropping from 60% in 2022 to 45% by December 2025, though live sports and family viewing events still draw substantial audiences.