YouTube has hit the headlines in the UK, having overtaken ITV to be the second most watched video service. Shortly after the report from Ofcom was released, Barb, the UK’s official audience measurement body announced it will now provide weekly data on TV-based viewing of 200 of the most-watched YouTube channels, offering insights into audience demographics, total minutes viewed, and viewing share.
What does this mean for the broadcast industry, both in the UK and globally? Can the rest of the sector keep up with the growth of YouTube?
Helen Weedon
Managing Director, Radical Moves Ltd
Changing consumption habits
It is no surprise that consumption habits are changing. It is something we have been talking about for several years now. However, much of that discussion has been very much focused on the new generation and how their viewing habits are very different to Generation X and older. Younger generations tend to be mobile-first, consuming much more short-form content, and often viewing based on recommendations from friends or social media, rather than within a streaming service.
With those shifts, it was only a matter of time before we started seeing YouTube rising to higher rankings. However, what I find particularly interesting is the fact that viewing of YouTube has doubled for adults over 55. In this age group, 43% of YouTube views were on a TV set. This is up from just 33% in 2023. While I would have expected this figure to be higher, it actually goes some way to explaining the rise in viewing time. This age group is statistically more likely to do most of its viewing on a TV set so previously would have maybe even felt restricted to more traditional TV or even OTT streaming services. If they are becoming more accustomed to watching YouTube on a TV set, it is likely this will increase further.
And actually, this shift is even represented in my own household. Of my three kids, my two boys (17 and 15) spend most of their viewing time on YouTube, sometimes on the TV, sometimes on devices (if the TV is already being used by someone else). My daughter (19) is much more likely to put on a streaming service, and she will get all her recommendations from friends. Meanwhile my husband and I (not yet in the 55 bracket) will mainly go to a streaming service to watch together, but left unattended, he will mainly be on YouTube on the TV. And while I tend to go to a streaming service myself, I have recently discovered that YouTube gives me access to some content I can’t get elsewhere, mainly canoe slalom competitions.
YouTube’s Shifting Focus
It isn’t just about our change in consumption habits, the report also cited some changes in the type of content YouTube is delivering, which makes it a real competitor to traditional TV and streaming platforms. Reportedly “half of the platform’s top-trending videos now more closely resemble traditional TV, including long-form interviews and game shows.”
According to the Ofcom report, overall, people spent an average of 4 hours 30 minutes per day watching TV and video content at home in 2024. While broadcast TV still accounts for 56% of viewing, people spent 39 minutes on YouTube per day at home in 2024, with 16 minutes of this via the household’s TV set. I wonder if this will shift significantly as we see even more long-form content emerge on the platform.
The channels selected by Barb for its audience figures cover a wide range of genres, from Peppa Pig to FIFA and WWE, as well as entertainment brands and high-profile creators. According to Caroline Baxter, COO at Barb, this move is about “innovating to keep pace with what people are watching today.”
Will YouTube Reign Supreme?
There is no doubt that YouTube is gaining popularity across all generations. While these reports show what is happening in the UK, it is likely that the stats are fairly similar in most regions of the world. However, I don’t think this rise in popularity necessarily spells the end for streaming platforms or even traditional TV. What it does mean however is that it is more important than ever for broadcasters and video service providers to understand their audience, adapt their services, and keep viewers engaged, no matter where they are watching.
