Ofcom's annual report on UK media habits highlights a continuing decline in traditional broadcast television viewing. Overall viewing time dropped by 4% in 2024, averaging 2 hours and 24 minutes per day. This decrease is most pronounced among young adults (16-24), who watched only 17 minutes of live TV daily, with only 45% tuning in weekly.
Ed Leighton, Ofcom’s Interim Group Director for Strategy and Research, noted a significant shift: “Scheduled TV is increasingly alien to younger viewers, with YouTube the first port of call for many when they pick up the TV remote. But we’re also seeing signs that older adults are turning to the platform as part of their daily media diet too.”
YouTube's dominance is undeniable. It's now the second most-watched service in the UK, surpassing ITV. Daily YouTube usage reached 39 minutes per person in 2024, with 16 minutes consumed via TV sets. Notably, the over-55s are embracing YouTube on their TVs, nearly doubling their viewing time compared to the previous year (11 minutes daily in December 2024).
The nature of YouTube content is also evolving. It increasingly mirrors traditional television, featuring longer-form interviews, game shows, and user-uploaded content from videos and DVDs. Some broadcasters, such as ITV and Channel 4, are adapting by offering their own full-length programming on YouTube, retaining control over advertising.