Published: 30 July’ 2025. The English Chronicle Desk
In a transformative shift that underscores the changing landscape of television consumption in the United Kingdom, YouTube has firmly positioned itself as the number one destination for children turning on their TVs. A newly released Ofcom report reveals that one in five young viewers aged between four and fifteen chose YouTube as their first stop in 2024, marking a significant departure from traditional broadcast media and confirming the platform’s expanding role in the nation’s living rooms.
The comprehensive study by Ofcom, the UK’s communications regulator, offers a sweeping look at viewing trends across age groups. It suggests that YouTube, once associated primarily with smartphones and laptops, is now increasingly embedded in home television routines. Netflix trails closely behind, while BBC One and BBC iPlayer still retain relevance, though with visibly reduced dominance among younger viewers.
But it’s not just the younger generation leading this digital migration. A growing number of older adults are also spending more time with YouTube. Viewers aged 55 and above nearly doubled their daily YouTube viewing time from six minutes in 2023 to 11 minutes in 2024, and a striking 42% of that viewing occurred on television sets—indicating a cross-generational embrace of the platform as a mainstream TV alternative.
Overall, the average Briton spent 39 minutes per day watching YouTube in 2024, making it the second most-watched video service in the country after the BBC, and placing it ahead of traditional giants like ITV. For viewers aged 16 to 24, the decline in traditional viewing habits is even more stark. They watched just 17 minutes of live, scheduled TV daily, and fewer than half engaged with any broadcast television in a typical week.
YouTube’s rise is no longer confined to short clips or viral videos. The platform is now home to a wealth of content that mirrors traditional television programming. Half of its top-trending videos in 2024 were long-form, echoing the structure of interviews, documentaries, and gameshows usually found on public service broadcasters.
This development presents both opportunities and dilemmas for established broadcasters such as the BBC, ITV, and Channel 4. While uploading content to YouTube may help them connect with younger and more diverse audiences, it also risks cannibalizing viewership on their own platforms and ceding vital advertising revenue to the tech giant. Public broadcasters are under pressure to balance innovation with sustainability, while navigating commercial constraints.
Ed Leighton, Ofcom’s interim group director for strategy and research, acknowledged this delicate balancing act. He emphasised the need for public service media to evolve ambitiously in order to stay relevant. “We need to see even more ambition in this respect to ensure that public service media that audiences value survives long into the future,” Leighton noted.
Ofcom has previously advised that struggling broadcasters should actively work with YouTube to increase their visibility, but it has also stressed that any partnership must be underpinned by fair commercial terms. The regulator’s chair, Michael Grade, a former chief of Channel 4, even urged the government to consider legislation requiring YouTube to grant more prominence to content from Britain’s public service broadcasters.
Among broadcasters, Channel 4 has taken the boldest approach, embracing YouTube as a strategic extension of its platform. The network maintains that this expansion has helped them attract new viewers without diminishing their core audience. ITV, too, entered into a new deal with YouTube at the end of last year, expanding its digital reach. Meanwhile, the BBC remains cautious but increasingly involved. Deborah Turness, head of BBC News, recently announced that oversight of the corporation’s YouTube strategy—particularly its engagement with younger audiences—would fall under its newly formed AI division.
Despite these changes, traditional broadcasters still accounted for 56% of total video viewing in 2024. Yet this is a steep decline from 71% in 2018, reflecting a clear and steady erosion of conventional television’s hold on public attention.
The rise of YouTube isn’t limited to video. The platform has also become the UK’s most-used online audio service, with 47% of adults using it weekly—surpassing Spotify, which garners 36%. Additionally, more people are now consuming podcasts via YouTube, signaling its growing footprint across all forms of media.
As British media habits continue to shift, YouTube’s ascent suggests a future where public service broadcasters must adapt to compete within digital ecosystems. The challenge now lies in ensuring that content of public value continues to find its audience, even as the platforms they use—and the people who use them—continue to evolve.
