TL;DR
Official DCMS data published on 23 June 2026 shows YouTube and BBC are joint-top for UK video viewing with 19% each. For 16-24 year olds, streaming and video sharing platforms account for 74% of all in-home viewing. Traditional live TV has fallen from 65.4% to 57.9% of all viewing since Q3 2022.
Last reviewed: 23 June 2026
Key Facts: UK Video Viewing Q3 2025 (DCMS / BARB data)
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What the data shows
Official government data published as part of the DCMS Media Green Paper on 23 June 2026 reveals that YouTube has matched the BBC as the most-watched video platform in the United Kingdom. Both platforms held a 19% share of total identified video viewing in Q3 2025, according to DCMS analysis of BARB audience data.
The two sit well ahead of ITV (11.7%), Netflix (10.4%) and Sky (6.8%). Channel 4 (5.9%), TikTok (4.4%), Amazon Prime Video (4.0%), Disney+ (3.5%) and UKTV Media Ltd (3.0%) round out the top ten.
How live TV has declined
The data shows a significant shift away from live linear television. Live and linear TV fell from 65.4% of all identified viewing in Q3 2022 to 57.9% in Q3 2025 - a drop of 7.5 percentage points over three years. Over the same period, video sharing platforms grew from 19.2% to 23.5% of all viewing, and streaming and video-on-demand rose from 15.4% to 18.6%.
Young viewers leading the shift
The generational gap in viewing habits is pronounced. For audiences aged 16 to 24, streaming services and video sharing platforms account for 74% of all in-home video time - compared with just 9% for live television. The figure for the 25 to 34 cohort is 69%, against 12% for live TV.
YouTube has become the dominant platform for children: it is the most-watched service for viewers aged 4 to 15, accounting for 28% of their total viewing.
Why the government published this data
The figures were published to underpin the case for reforming UK media policy. The DCMS Media Green Paper argues that the shift toward algorithm-driven platforms poses risks to the shared cultural experiences traditionally provided by broadcast television, and that the existing regulatory framework is no longer fit for purpose in a fully digital environment.
The data is drawn from BARB (Broadcasters Audience Research Board), the UK official television and online video audience measurement body.
What this means for UK broadcasters
For the BBC and ITV, the data illustrates both the challenge and the opportunity. The BBC maintains 19% of all video viewing but now shares that position with a single global platform that operates outside the UK broadcasting regulatory framework. The government green paper acknowledges that domestic broadcasters are competing against global streaming services and video sharing platforms with far greater financial resources.
Is YouTube bigger than the BBC in the UK?
By share of total video viewing, YouTube and BBC are tied at 19% each according to Q3 2025 DCMS/BARB data. Among younger audiences aged 16-24, streaming and video platforms collectively far outpace BBC viewing, though the BBC remains the UK largest single domestic broadcaster by overall viewership share.
What is BARB?
BARB (Broadcasters Audience Research Board) is the UK official television audience measurement body. It tracks viewing across traditional broadcast television and streaming and online video platforms via a panel of UK households.
Does Netflix have a larger UK audience than ITV?
In Q3 2025, ITV (11.7%) held a slightly larger share of total video viewing than Netflix (10.4%) by the DCMS/BARB measure. However, the gap is narrow and Netflix share has grown significantly as live TV viewing has declined.
How is total identified viewing defined?
Total identified viewing refers to the share of all video viewing tracked by BARB across broadcast, streaming and video sharing platforms, including live TV, on-demand viewing and video platform viewing on TV sets and other connected devices within the panel.
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