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Regional trends: Viewing through a local lens

24 July 2026
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Broadcaster reach has declined at different rates across the nations and regions, with Wales proving the most resilient. 

Older audiences show more consistent SVOD consumption across regions, while younger audiences drive greater regional variation. 

Drama series with a strong regional identity generate the biggest gaps between local and national performance.

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Across a range of genres, distinct local programming skews in popularity with the regional audiences it reflects. For example, Derry Girls’ viewing share in Northern Ireland is over 40% higher than across the rest of the UK.

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Moving more Public Service Media activity outside the M25 will rebalance production away from London, help fulfil a key commitment to serve all UK audiences, and differentiate PSM content from international services.

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Viewing trends in 2025: Young viewers gather around live

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Young people’s viewing to SVOD services is less volatile across the year and throughout the day than YouTube and broadcasters—the latter of which is more likely to be shared with other people.

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  • Programming outside the London bubble: Regions to be cheerful

    16 July 2021

    Across a range of genres, distinct local programming skews in popularity with the regional audiences it reflects. For example, Derry Girls’ viewing share in Northern Ireland is over 40% higher than across the rest of the UK.

    However, market forces have cemented the dominance of London and the South East in terms of television production.

    Moving more Public Service Media activity outside the M25 will rebalance production away from London, help fulfil a key commitment to serve all UK audiences, and differentiate PSM content from international services.

    Access report

  • Viewing trends in 2025: Young viewers gather around live

    12 February 2026

    Growing BVOD usage in 2025 was unable to offset declining broadcast viewing, whilst YouTube continued its advance on the TV set and SVOD engagement growth was driven by older viewers.

    Households are increasingly shifting towards IP-delivered video, whether through IP-only devices, or more likely hybrid UK TV platforms.

    Young people’s viewing to SVOD services is less volatile across the year and throughout the day than YouTube and broadcasters—the latter of which is more likely to be shared with other people.

    Access report