A recent comprehensive analysis indicates a notable transformation in how United Kingdom audiences engage with digital video platforms. Data released by Barb, the UK's official television audience measurement body, confirms that the television set has become the primary device for consuming YouTube content, signaling a significant evolution in media consumption patterns.
UK Viewers Embrace YouTube on the Big Screen, Traditional Broadcasters Adapt
In a detailed report released on February 18, 2026, Barb disclosed that an impressive 54% of YouTube's audience in the UK now chooses to view content through a television set. This figure spans all demographic groups, firmly establishing YouTube as a pivotal component of the UK's audio-visual ecosystem. While mobile devices, such as smartphones, tablets, and laptops, collectively account for nearly half of the platform's viewership, the TV's growing prominence highlights a shift towards a more integrated viewing experience. YouTube has also ascended to become the fourth most frequently used navigation platform, positioning it as a significant content portal, akin to the Electronic Program Guides (EPGs) found on conventional cable and satellite systems. In 2025, major broadcasters like ITV, Sky, and Channel 4 saw substantial average YouTube reach for their content via TV sets, with ITV recording 4.9 million viewers, Sky 3.4 million, and Channel 4 2.5 million.
This trend extends beyond individual content creators transitioning to mainstream media; traditional television companies are increasingly recognizing YouTube's role in content discovery. BBC Studios, for instance, has forged a partnership with YouTube, with Jasmine Dawson, the production company's digital SVP, emphasizing the incremental benefits of this collaboration. She noted that such partnerships allow for audience growth and engagement, without compromising existing distribution strategies, illustrating a symbiotic relationship between new and established media. However, when it comes to the initial choice of platform upon turning on a TV, Netflix holds a slight edge over YouTube. Among the segment of viewers who opt for streamers or YouTube first, Netflix captures 14%, compared to YouTube's 10%. For the younger demographic (16-34 year olds), Netflix is the leading platform, attracting 26% upon TV startup. Crucially, for children aged 4-15, YouTube is the preferred initial destination in any viewing session, with the television set being the most utilized device for access.
The broader landscape of UK television viewing also reveals ongoing shifts. Live television viewing continued its downward trajectory, dropping from 60% of all TV set viewing in 2022 to 45% by December 2025. Nevertheless, major live events such as sports, exemplified by the Women’s Euros final which garnered 9.8 million combined viewers across BBC and ITV (94% live), and family-oriented programming like the Eurovision Song Contest, "Celebrity Traitors," and "Gogglebox," continue to draw substantial audiences. On-demand streaming constituted 38% of UK viewing in 2025, with a notable portion on platforms like Amazon Prime Video, Disney+, and Netflix comprising library content available for over a year. For example, "Bluey" alone accounted for 4.2% of all Disney+ viewing on TV sets.
Barb CEO Justin Sampson commented on these developments, suggesting that discussions surrounding television often simplify a complex reality. He stated, “Barb’s independent evidence points to a world in which viewing is defined more by adaptation than disruption.” Sampson further elaborated that the future of media is more interconnected and resilient than commonly perceived, with healthy live audiences, sustained engagement of younger generations with linear services, and an evolving, mutually beneficial relationship among all services and platforms within the television ecosystem.
This evolving media landscape underscores the adaptability of audiences and content providers alike. The seamless integration of digital platforms like YouTube into traditional TV viewing habits presents new avenues for content distribution and audience engagement, challenging conventional notions of broadcast media. As technology continues to advance, the boundaries between traditional and digital media will likely become even more fluid, fostering an increasingly diverse and interactive viewing experience.