Netflix, ITVX, and Prime Video beaten by YouTube as millions of Brits switch off

Ofcom believes the main reason for its increase is YouTube's resemblance to regular television: it hosts long-form interviews, entire TV series, game shows, and live commentary, blending traditional broadcasting and online streaming.

And it's not just what Britons are watching that shifting — it's how. The annual Ofcom report reveals that more of us are choosing to watch YouTube on the biggest screen in our home.

While just 33% of Britons watched YouTube on the main TV set in 2023, that number skyrocketed to 42% last year.

This shift positions YouTube as a direct competitor to ad-supported TV services, like Netflix and Prime Video, while offering broadcasters a way to reach wider and younger audiences.

“Public service broadcasters are recognising this shift, moving to meet audiences in the online spaces where they increasingly spend their time,” said Ed Leighton, Ofcom’s interim group director for strategy and research.

“But we need to see even more ambition in this respect to ensure that public service media that audiences value survives long into the future.”

This shift can be seen in the priorities of some traditional broadcasters. Channel 4 recently partnered with YouTube to stream a new show called A Comedy Thing that's only accessible on YouTube.

For its part, GB News has increasingly looked to new platforms, like YouTube and TikTok to fuel its growth. Followers on the latter have leapt from 1.5 million in January to over 2.2 million,

GB News’ success on Tik Tok is just one part of a much broader story. The channel also boasts 1.83m subscribers on YouTube, 881,000 followers on Facebook, 781,080 followers on X and 519,000 followers on Instagram. When TikTok is added it means GB News has over 6 million followers across the world’s biggest social media platforms.

Chief Content Officer Geoff Marsh said: “Our numbers across social media continue to sky-rocket. To achieve such phenomenal growth in a short time in an extremely competitive market is testament to the quality of our output and the dedication of our brilliant team.

“We’re cutting through thanks to the strength of our journalism, and our commitment to frank and fearless free speech. “It’s helping us reach a growing audience from different demographics via a range of traditional and new platforms. But it’s just the start of our story and we have massive plans to grow even faster.”

Ofcom's report also highlights the generational change in the way people are viewing broadcast content.

“Scheduled TV is increasingly alien to younger viewers, with YouTube the first port of call for many when they pick up the TV remote," said Leighton. For instance, YouTube is the most popular first TV destination for Generation Alpha, who are currently aged 4-15.

The UK streaming landscape in 2025 is a dynamic and increasingly competitive space, where global giants like Netflix, Prime Video, and Apple TV+ continue to battle for viewer attention alongside homegrown services such as BBC iPlayer, ITVX, and Channel 4's streaming platform.

The increased competition has led to more deals struck between US streamers and British broadcasters. Disney+ partnered with the BBC to co-produce the new series of Doctor Who, and more recently, Disney+ and ITVX inked an agreement to brings popular Disney series to the ITV streamer at no extra cost.

Listening preferences are shifting as well.

Nearly 93% of UK adults are listening to some form of audio content each week. YouTube takes the throne as the most popular at 47%, with Spotify trailing behind at 36%, and BBC Shows at 24%. The growth in music streaming can be credited to 15-34-year-olds as being the most engaged music and podcast streamers.

A YouTube Premium subscription for individuals costs £12.99 per month, whereas a family plan costs £19.99 per month and includes up to five household members. If you're a student, then you can snag a monthly subscription for only £7.99 per month.

In comparison to competitors, YouTube stands to be a more affordable option than BBC iPlayer and Netflix. While Netflix and Disney+ offer cheaper subscription options, they also aren't ad-free.

If you do watch live broadcasts on any of these streaming platforms, you'll need a TV licence in addition to any monthly subscription costs. The former costs £174.50 per year, although you can opt to pay monthly at £29.10 per month for the first six months, then £14.54 per month for the remaining six months of the year.