YouTube has officially become the UK’s second most-watched media service, second only to the BBC, according to Ofcom’s latest report on the country’s media consumption habits.
The video-sharing platform is now the go-to choice for one in five young viewers when they turn on their smart TVs – a trend being driven by Generation Alpha (aged 4 to 15), who choose YouTube as their first destination for content.
But it’s not just younger audiences. The report also found that viewers aged over 55 are watching nearly twice as much YouTube content as they did two years ago.
According to Ed Leighton, Ofcom’s interim group director for strategy and research, “Scheduled TV is increasingly alien to younger viewers, with YouTube now the first port of call for many. But we’re also seeing signs that older adults are turning to the platform as part of their daily media diet too.”
TV-Like Content, Platform-Like Reach
It’s not just the audience that’s shifting – the style of content on YouTube is evolving too.
Half of the platform’s most popular trending videos now resemble traditional television, including long-form interviews, game shows, and documentaries.
This places YouTube in direct competition with ad-supported TV networks, while also giving public service broadcasters a new opportunity to reach younger and more diverse audiences.
Creators are evolving alongside the platform. MrBeast, one of YouTube’s biggest stars, recently announced MrBeast Lab – a new animated series launching in October 2025, aimed at children aged 6 to 13.
Produced by Stoopid Buddy Stoodios (Robot Chicken) and directed by Sam Levine (Wreck-It Ralph), the show ties in with MrBeast’s toy line and reflects a broader trend of digital-first creators expanding into traditional formats and IP-building strategies.
It’s another sign of YouTube’s growing influence as a launchpad for entertainment beyond the platform itself.
Public service broadcasters are beginning to respond. Leighton notes that many are now recognising the need to “move to meet audiences in the online spaces where they increasingly spend their time,” although he also called for more ambition to ensure that trusted media survives long into the future.
Broadcast TV Still Has Big Moments
Despite these changes, broadcast TV still plays a central role in many UK households.
In-home viewing on traditional platforms still accounts for 56% of total screen time. Big cultural moments like football finals and Christmas specials continue to draw large audiences.
Some of the most watched broadcast events in 2024 included:
- Gavin and Stacey: The Finale – 18.6 million viewers
- Wallace and Gromit: Vengeance Most Fowl – 16.9 million
- Mr Bates vs The Post Office (Episode 4) – 14.7 million
- UEFA Euro 2024 Final (England vs Spain) – 19.8 million
However, daily live TV viewing among 16–24 year olds has dropped to just 17 minutes – a stat that’s hard to ignore.
Listening Habits Also Shifting
Audio habits are evolving in tandem. More than 93% of UK adults now listen to audio content weekly, and among 16–34s that figure rises to 98%.
YouTube leads the way as the most-used online audio platform at 47%, followed by Spotify at 36%.
BBC Sounds leads among traditional radio broadcasters, with 24% of the online audio share.
Podcasts are increasingly consumed in both video and audio formats, reflecting YouTube’s growing role in the audio space too.
Looking Ahead
This transformation comes as YouTube faces increasing scrutiny – from regulatory calls for better promotion of public service content to Australia’s decision to include it in new under-16 social media restrictions.
But one thing is clear: YouTube is no longer just a platform for short-form videos and viral moments.
It’s becoming the main screen for audiences of all ages, and that shift has major implications for creators, broadcasters, and the future of storytelling in the UK.
