Netflix has drawn level with the BBC as the default television service for British viewers, according to new research from Ofcom. The streaming platform is now the first port of call for 26% of audiences, just ahead of the national broadcaster, which is the go-to for 25%.
Breakthrough hits drive Netflix growth
Ofcom’s annual Media Nations report highlighted that Netflix continues to produce breakthrough hits. The film KPop Demon Hunters reached a UK audience of more than 24 million in 2025, while the crime drama Adolescence attracted 16 million viewers. These successes have helped Netflix become the default service for a quarter of Britons, even as overall streaming market growth slows.
BBC mounts fightback with live events
However, Ofcom noted that viewing figures for early 2026 showed the BBC fighting back. The latest series of The Traitors and Tom Hiddleston’s return in The Night Manager topped the ratings. This trend continued into the summer, boosted by BBC and ITV coverage of the World Cup.
Kate Davies, Ofcom’s group director for strategy and research, said traditional broadcasters were showing “resilience” through live and event TV programming. Describing the competitive landscape as “fierce,” she added: “To thrive and survive in the current media landscape, it’s more important than ever for companies to continue to understand changing audience habits and adapt their strategies to meet people where they are.”
Platform market share and YouTube’s rise
According to audience measurement body Barb, the BBC accounted for 18% of total video viewing in 2025, followed by YouTube at 15%, ITV at 11%, and Netflix at 9%. YouTube is increasingly viewed on TV sets, with its share of TV screen time doubling over the past four years.
Decline in young viewership
Ofcom reported steep declines in live TV viewing among younger audiences. Among 16- to 24-year-olds and 4- to 15-year-olds, viewing dropped by 17% each. The regulator attributed this partly to the absence of major sporting events in 2025, compared with the boost from the Paris Olympics and Euro 2024 the previous year. However, young adults are also watching 11 fewer minutes of broadcast, streaming, and on-demand services at home per day, drawn instead to social media and gaming.
UK-originated content remains strong
Despite the rise of streaming giants, public service broadcasters—led by the BBC, ITV, and Channel 4—delivered more than 30,000 hours of UK-originated content last year, excluding repeats. This includes major series such as Sex Education, Masters of the Air, and Rivals, which were produced in the UK by Netflix, Amazon, Disney+, and Apple.
