Netflix vs. BBC: The Battle for British Viewers

Netflix is now neck-and-neck with the BBC as the default streaming and television service for British viewers, according to annual research figures published by Ofcom. The American subscription platform serves as the first port of call for 26% of UK audiences when they switch on their televisions, narrowly outpacing the national broadcaster at 25%.

Streaming Growth Slows Down as Netflix Hits Dominate UK Ratings

Although overall growth in streaming subscriptions has slowed across the United Kingdom, Netflix continues to secure massive audiences with homegrown and international breakout hits. Ofcom’s annual Media Nations report shows that the crime drama Adolescence and the hit film Kpop Demon Hunters ranked as the most-watched titles in the UK over the past year. Kpop Demon Hunters reached an audience exceeding 24 million viewers, while Adolescence drew 16 million. While the Netflix app is pre-installed on many smart TVs and streaming hardware devices, users must maintain a paid subscription to access the catalogue.

BBC Fights Back With Live Event Programming and Hit Series

Despite strong competition from subscription video-on-demand services, public service broadcasters are demonstrating resilience. According to Ofcom, viewing figures at the start of the year revealed a strong BBC fightback driven by high-profile ratings hits, including the latest series of The Traitors and Tom Hiddleston’s return in The Night Manager. That momentum continued into the summer months, supported heavily by BBC and ITV coverage of the World Cup.

Kate Davies, the group director for strategy and research at Ofcom, noted that traditional broadcasters are proving resilient through live and event television. Describing the competitive television landscape among the BBC, Sky, Netflix, and Google-owned YouTube as “fierce,” Davies added: “To thrive and survive in the current media landscape, it’s more important than ever for companies to continue to understand changing audience habits and adapt their strategies to meet people where they are.”

Barb Data Highlights Total Video Viewing Share Across Platforms

Separate data from the audience measurement body Barb provides a broader picture of total video consumption across the UK television market. The BBC remains ahead of all competitors in share of total video viewing, capturing 18% of all viewing time. YouTube follows closely behind at 15%, with ITV holding 11% and Netflix accounting for 9% of total video viewing.

Younger Audiences Drift Away From Traditional Broadcast and Streaming

Television habits among younger demographics continue to shift dramatically. Ofcom reported steep declines in live TV viewing among 4- to 15-year-olds and 16- to 24-year-olds, with both groups seeing drops of 17% in live broadcast viewing. However, Ofcom noted that this decline was partly attributable to the absence of major sporting events compared to the previous year, which had received a significant boost from the Paris Olympics and Euro 2024.

Crucially, alternative video services did not automatically inherit this lost young audience. Young adults are spending less time watching television and film overall, logging 11 fewer minutes per day at home on broadcast, streaming, and on-demand services combined. The decline is driven largely by competing digital distractions, particularly social media and gaming platforms.

Public Service Broadcasters Lead in UK-Originated Content

Even as global streaming giants like Netflix, Amazon, Disney+, and Apple have invested heavily in high-end UK productions—ranging from Sex Education and Masters of the Air to Rivals—public service broadcasters maintain a massive footprint in domestic commissioning. Led by the BBC, ITV, and Channel 4, public service broadcasters delivered more than 30,000 hours of UK-originated content last year, excluding repeats.

Frequently Asked Questions

Is Netflix more popular than the BBC in the UK?

According to Ofcom research, Netflix is neck-and-neck with the BBC as the default service Britons turn to when switching on their TV. Netflix serves as the first port of call for 26% of viewers, while the BBC stands narrowly behind at 25%.

Which streaming platform holds the largest share of total video viewing?

Barb audience measurement data cited by Ofcom shows the BBC leads total video viewing with an 18% share, followed by YouTube at 15%, ITV at 11%, and Netflix at 9%.

How much original UK content do public broadcasters produce?

Public service broadcasters, including the BBC, ITV, and Channel 4, delivered more than 30,000 hours of UK-originated content last year, not including repeats.