Majority of UK Audiences Stream YouTube on TV, Reports Barb Ratings
According to the latest report from the U.K. ratings body, BARB, over half of YouTube’s audience in the UK is viewing content through television sets. This insight underscores the significance of YouTube within the U.K.’s audiovisual landscape.
Majority of UK Audiences Stream YouTube on TV
The BARB report highlights that 54% of YouTube viewing occurs on TVs. In comparison, nearly half of the traffic comes from smartphones, tablets, and laptops. This shift indicates that YouTube has become a crucial element of the U.K.’s AV ecosystem.
YouTube’s Role in Content Discovery
YouTube is now recognized as the fourth most-viewed navigation platform. It serves as a vital gateway to content, similar to Electronic Program Guides (EPGs) used by traditional cable and satellite services.
ITV leads with an average reach of 4.9 million viewers for its YouTube content on TV in 2025. Other broadcasters also benefit, with Sky’s figure at 3.4 million and Channel 4 at 2.5 million. This trend indicates that the platform serves not just as a start for content creators, but also as a powerful discovery tool for traditional broadcasters.
Collaborations with Traditional Media
Major players in traditional television, such as BBC Studios, are collaborating with YouTube. Jasmine Dawson, the digital SVP at BBC Studios, recently highlighted the advantages of such partnerships at a Mipcom panel. She emphasized that collaboration with YouTube is not about sacrifice but about creating incremental value for viewers.
Your Viewing Preferences
Yet, when viewers switch on their TV, Netflix still reigns supreme. A third of viewers turn to traditional broadcasters, another third to streamers like Netflix and YouTube, while the remaining third seeks other options. Among the streamers, 14% select Netflix first, compared to YouTube’s 10%. For younger audiences aged 16 to 34, 26% prefer Netflix when starting their viewing experience, while 26% of children aged 4-15 head to YouTube first.
Declining Live TV Ratings
Live television has seen a significant decline, dropping from 60% of all TV viewing in 2022 to 45% by December 2025. Major sporting events like the Women’s Euros final continue to attract impressive audiences, averaging 9.8 million viewers across BBC and ITV, with 94% watching live.
The On-Demand Streaming Landscape
On-demand streaming comprises a substantial portion of U.K. viewing, accounting for 38% in 2025. Interestingly, a significant amount of content streamed on platforms like Amazon Prime Video, Disney+, and Netflix consists of library titles that have been available for over a year. For instance, the popular series “Bluey” represents 4.2% of all Disney+ viewing on TV sets.
In conclusion, the CEO of BARB, Justin Sampson, noted that the current landscape of television viewing is more connected and complex than previously believed. He emphasized the ongoing health of live audiences and the adaptive nature of viewing habits.
