A recent study by TiVo, the 2025 UK Video Trends Report, indicates a significant shift in how UK audiences consume television. For the first time, more viewers are watching broadcaster television via apps than through traditional over-the-air broadcasts. The report reveals that 52.7% of broadcaster TV consumption now occurs through apps, while over-the-air viewing has declined to 48.3%, a drop from 52.9% in 2024 and 61.2% in 2023. This change marks a pivotal moment in how viewers access services from the BBC, ITV, Channel 4, and other Public Service Broadcasting (PSB) providers.
The study also highlights that 64.2% of viewers use multiple apps during a typical session, and 48.6% find the process of switching between apps frustrating. TiVo, known for its digital recorder, has shifted its focus to its operating system for Smart TVs and related advertising services.
Ad-supported streaming is gaining popularity. AVOD/FAST usage has increased to 52.5% of UK viewers, a 10% increase compared to last year. Smart TV ownership is also on the rise, reaching 80.9% (compared to 76.5% in 2024), with 19% of households planning to purchase a new set before the end of the year, which indicates a demand for integrated apps and user-friendly interfaces.
Subscription Video on Demand (SVOD) remains widely used, but price sensitivity is growing. TiVo reports that 84.5% of respondents use at least one SVOD service (up from 81%), with nearly half now using ad-supported tiers (up from 37% in 2024). Despite this, 40.6% are likely to cancel a service within six months (a six-point increase), often because they subscribed for a single program (24.5%).
Local content remains crucial, with almost three-quarters of daily viewing being UK-produced, including an increasing amount of hyper-local programming, accounting for about an hour per day. Mobile viewing is also increasing, with 34.2% watching video in cars (mostly on phones or tablets), compared to 30.5% last year.
Pay TV is proving resilient despite churn. While 25% plan to "cut the cord" within six months, 31.3% of current Pay TV users have previously left and returned (27.7% in 2024), suggesting that live and bundled offers still offer value for convenience-seeking viewers. There is an increasing interest in shoppable TV, with 49.6% of consumers saying they are open to buying directly from the screen, presenting an opportunity for broadcasters, platforms, and retailers as addressable and commerce formats evolve.
"As streaming options multiply, the challenge for viewers isn’t access, it’s finding what to watch easily," said Stéphane David, Head of Content Partnerships & Business Development, EMEA at TiVo. "Audiences are asking for one experience that unites great content with tailored recommendations – that’s the content-first approach TiVo OS is built to deliver."
The report is based on a Q2 2025 survey of 1,004 UK adults and examines viewing habits across SVOD, TVOD, AVOD/FAST, connected devices, and discovery features, including personalized recommendations and search. A TiVo webinar on the findings is scheduled for Tuesday 4 November at 15.00 GMT.