YouTube becomes UK’s top at-home video streaming platform after BBC
YouTube has jumped ahead of ITV and Netflix to claim second place in UK home viewing.
In a changing media landscape, YouTube has now become the second most-watched video platform in the UK, according to a new report from Ofcom. Only the BBC is ahead in terms of at-home viewing. This places YouTube above ITV, Channel 4 and other traditional broadcasters, especially when it comes to younger audiences.
The report, which looks at how UK viewers consume video content at home, shows that YouTube leads among under-35s, with Netflix close behind. For viewers aged 16–35, TikTok takes the third spot. When it comes to children under 16, YouTube remains number one, followed by Netflix, with the BBC coming in third.
A major shift has also been seen in how people watch YouTube. While it has long been thought of as a mobile or desktop platform, more and more viewers are now watching it on traditional TV sets. This shift reflects the overall decline of scheduled, or ‘linear’ as CMU puts it, TV and the growing popularity of on-demand services. YouTube’s presence on smart TVs has grown so much that it’s now topping TV viewership charts in markets like the US, further proving that audiences are turning to YouTube as a go-to destination for TV-style content too.
“At home, people spent 39 minutes on YouTube per day in 2024, with 16 minutes of this via the household’s TV set,” the report states. Viewers aged 16 to 34 spent even longer – around 18 minutes a day – watching YouTube on their TVs. And the younger generation isn’t the only group turning to YouTube. The report also reveals that “over 55s are now watching nearly double the amount of YouTube content on their TVs compared to the previous year”.
Ed Leighton from Ofcom commented: “Scheduled TV is increasingly alien to younger viewers, with YouTube the first port of call for many when they pick up the TV remote. But we’re also seeing signs that older adults are turning to the platform as part of their daily media diet too.”
This growing shift towards digital platforms is changing how audiences engage with video content – and traditional broadcasters are taking notice. UK public service broadcasters like the BBC and ITV are expanding their presence on platforms like YouTube to stay connected with modern viewers. Ofcom highlights this change, noting that these broadcasters are now “moving to meet audiences in the online spaces where they increasingly spend their time”.
There’s also a conversation happening around how easy it is to find public service broadcasting content on YouTube. Ofcom suggests that YouTube could be required to make this type of content more visible, especially for important categories like news and children’s programming. They’ve even proposed that this might need to be backed by new legislation to ensure fairness and accessibility.
What’s clear from Ofcom’s latest findings is that YouTube isn’t just a supplement to traditional TV anymore- it’s become central to how people of all ages consume content at home. Whether it’s short clips, full-length shows, or music and podcasts, YouTube now plays a major role in daily viewing habits. As this trend continues, the lines between TV and digital platforms are disappearing – and for creators and content providers, that shift presents a huge opportunity.