Viewing trends in 2025: Young viewers gather around live

Broadcaster reach and viewing fell in 2024, but the decline slowed as BVOD growth increasingly makes up for linear decline and the BBC’s viewing grew year-on-year. 

SVOD penetration and engagement returned to (slight) growth in 2024 and video-sharing platforms are increasing their share of TV set viewing.

Broadcasters still offer a wider array of programming than SVODs, but they are expanding their offering, as is YouTube.

Looking to 2030, we forecast that broadcaster viewing will continue to decline, driven by a drop in live viewing. Non-live is increasing but will be unable to make up for the total broadcaster shortfall.

Change is demarcated by age: while under-35s will watch more YouTube on the TV, with SVOD steady, the inverse will occur for over-35s.

The heavy-watching over-65s remain mostly insulated from change for now, however, those aged 35-54 are currently undergoing the biggest behavioural shift: beyond 2030 they will eventually carry their modern habits into their time-rich retirements.

The centre of gravity for kids’ media has shifted. YouTube now captures around 44% of UK children’s viewing, with broadcasters adapting to stay relevant in an environment built around algorithmic discovery and constant replay.

Alongside the BBC, YouTube is one of the few spaces where education and entertainment intersect. Around a third of our sample of 5–8s YouTube Kids videos were educational, while older cohorts gravitate toward faster, creator-driven formats.

There remains a distinction between YouTube and broadcaster kids’ programmes: we found YouTube-native content twice as fast, and brighter, although the broadcast content that also runs on YouTube shows less disparity. Broadly, on YouTube, US-originated formats dominate.