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Video viewing forecasts: Viewing pressured by idle TV use

8 April 2026
Access report

We forecast broadcaster viewing to decline to 50% of all video viewing by 2031 (from 54% in 2025), driven by continued declines in live viewing, albeit at a slower rate than the sharp year-on-year drop seen in 2025.

Non-live broadcaster viewing will increase its share, supported by older demographics as viewing plateaus among under-35s—a trend also true of SVOD services. YouTube is projected to continue its advance on the TV set across all ages.

Although total TV ‘usage’ is flat versus pre-COVID levels, a material and seemingly growing proportion of it (~9%) is when nothing is being watched (e.g. pausing, browsing): this is correlated with smartphone usage and impinges on actual viewing volumes.

Related reports

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

  • 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