**Netflix Edges Out BBC as UK Viewers' Preferred Choice, According to Ofcom Report**
In a significant shift in viewing habits, Netflix has emerged as the leading choice for UK television viewers, surpassing the BBC for the first time, according to the latest annual Media Nations report released by media regulator Ofcom. The report, published on Wednesday, reveals that 26% of viewers now turn to the U.S. streaming giant first, compared to 25% who prefer the British Broadcasting Corporation.
The findings highlight an evolving media landscape in the UK, where traditional broadcasters are facing increasing competition from streaming services. ITV, another major player in the UK television market, was the first choice for 15% of viewers, indicating a broader trend of changing audience preferences.
The report also notes a 9% year-on-year increase in the viewing of broadcaster-owned streaming services, such as BBC iPlayer, ITVX, Channel 4 Streaming, and Channel 5's streaming service. This growth positions these platforms as the fastest-growing category of television services in the UK.
Despite the rise of streaming platforms, Ofcom reported that subscription streaming services are present in approximately 70% of British households. However, this figure appears to have plateaued after a surge during the COVID-19 pandemic, suggesting a stabilization in the market for subscription-based content.
Meanwhile, traditional broadcasters still maintain a significant presence, with about 70% of the UK population watching content from these channels for at least 15 minutes each week. This figure has seen a decline from 73% in 2024 and 78% in 2022, reflecting the gradual shift toward on-demand viewing.
The report also highlights the enduring appeal of major live events, which continue to attract substantial audiences. For instance, England's World Cup semi-final defeat by Argentina on July 15 drew a peak audience of 24 million viewers across various BBC platforms, underscoring the importance of live sports in the broadcasting landscape.
In terms of online viewing habits, the average daily time spent watching YouTube on television sets has doubled, rising to 19 minutes per person last year, up from just 9 minutes in 2022. Overall, total viewing across all devices increased to an average of 41 minutes per day, compared to 33 minutes the previous year.
Of particular note is the growing adoption of YouTube among older demographics. The reach of YouTube among individuals aged 75 and over rose to 33% on a weekly basis in 2025, up from 28% in 2022, indicating a significant shift in how older audiences are engaging with digital content.
As the media landscape continues to evolve, the competition between traditional broadcasters and streaming services is likely to intensify. The findings from Ofcom's Media Nations report not only reflect current viewing preferences but also signal potential future trends in how audiences consume television and online content in the UK.