Television viewing habits in the United Kingdom have shifted markedly, with Netflix now matching the BBC as the most popular first choice for audiences seeking something to watch, according to the latest data from broadcasting regulator Ofcom. The annual Media Nations 2026 report found that 26% of viewers opened Netflix first when deciding what to watch, slightly ahead of the BBC’s channels and iPlayer combined, which registered 25%. ITV came third, chosen by 15% of respondents.

This near parity marks a notable change from previous years. In 2024, the BBC led with 28% compared to Netflix’s 23%, while in 2023, Netflix trailed the BBC by six percentage points. Ofcom described the current figures as "neck and neck," though the trend appears to favor continued growth for Netflix.

The competition between traditional broadcasters and streaming platforms extends beyond the initial choice of content. Time spent on YouTube via television has doubled since 2022, with average daily viewing on TV rising to 19 minutes per person. Overall YouTube viewing on all devices in the home reached 41 minutes per day, up from 33 minutes the prior year. Notably, older audiences are increasingly turning to digital platforms: weekly YouTube consumption among those aged 75 and over rose from 28% in 2022 to 33% last year.

Despite growth in on-demand services like the BBC iPlayer, ITVX, and 5 Streaming—up 9% year-on-year—the total audience for traditional broadcast content continues to decline. Last year, 70% of people watched content from traditional broadcasters for at least 15 minutes per week on average, down from 73% in 2024 and 78% in 2022. Declines were observed across all age groups, including viewers aged 75 and above.

The BBC remains a significant player in the landscape, accounting for 18% of all video viewing last year, consistent with the previous year, while Netflix held 9%. The BBC was responsible for four of the top ten most-watched shows and films in 2025, including titles such as The Celebrity Traitors, Wallace & Gromit: Vengeance Most Fowl, and Gavin & Stacey: A Fond Farewell. Meanwhile, Netflix’s K-Pop Demon Hunters and Jack Thorne’s Adolescence attracted exceptionally large audiences, with 24 million and 16 million viewers respectively.

Differences in platform preference persist among age groups. Younger viewers, particularly those aged 16 to 24, most often chose Netflix as their first option, whereas those 55 and older predominantly favored the BBC. However, streaming services have made inroads with older audiences, especially for drama. Viewers aged 55 to 74 increased their average annual viewing of dramas such as Netflix’s Black Doves and Dept Q by 19 hours, representing the greatest growth among age brackets.

Ofcom’s group director for strategy and research, Kate Davies, highlighted the intense competition among traditional broadcasters, streaming services, video-sharing platforms, and other digital media, emphasizing the need for companies to adapt quickly to evolving audience behaviors. The BBC has stated it is actively transforming its content and services, including expanding its YouTube partnership, with ongoing efforts aimed at meeting changing audience habits.

Meanwhile, BBC director general Matt Brittin has expressed concern about challenges facing the corporation, noting a drop of over 500,000 households paying the licence fee last year and referring to the situation as a “moment of real jeopardy.” The BBC’s performance amid these shifts remains closely watched as it navigates a rapidly changing media environment.