In 2024, people in the UK spent an average of 39 minutes daily watching YouTube, with younger adults aged 16-34 dedicating 18 minutes each day to TV.

YouTube has overtaken ITV to become the second most-watched home service in the UK, as highlighted in Ofcom's Media Nations 2025 report.

Despite traditional broadcasters still holding 56 percent of the total in-home viewing share, they are experiencing a long-term decline in viewership.

Ofcom emphasizes the need for partnerships between public service broadcasters and online platforms to ensure the sustainability of public service media.

The media watchdog warns that if broadcasters fail to adapt and effectively reach viewers online, the future of UK-produced content may be at risk.

Ofcom has recommended that struggling broadcasters collaborate with YouTube to distribute more content under fair commercial terms.

Public service broadcasters like ITV and Channel 4 are responding to the shift toward online platforms by offering their programming on YouTube to engage younger audiences.

For the first time, viewers in the UK are watching more online programs from traditional broadcasters than recorded content, with increased usage of on-demand services like iPlayer and ITVX.

Michael Grade, chair of Ofcom, advocates for potential new laws to enhance the visibility of British public service broadcasters' content on YouTube.

The BBC is also ramping up its presence on YouTube, planning to leverage its new AI department to engage younger viewers.

YouTube's content is evolving, with half of its top-trending videos resembling traditional TV formats, such as long-form interviews and game shows, intensifying competition for public service broadcasters.

YouTube and Spotify lead the online audio services in the UK, with 93% of adults listening to audio content weekly, and younger audiences increasingly favoring streamed music and podcasts.