Streaming Surpasses Linear TV: A New Era of Hyper-Distribution
The entertainment landscape is undergoing a seismic shift, with streaming services firmly establishing dominance over traditional linear television. New data presented at MIP London this week confirms a trend already underway: audiences are increasingly abandoning scheduled programming in favor of on-demand content. This isn’t simply a change in *where* people watch, but *how*, with platforms like YouTube demonstrating unexpectedly strong reach, and engagement.
The Decline of Traditional Television
Across Europe, while traditional TV consumption remains significant, it’s demonstrably declining. Northern European viewing averages around two hours daily, similar to North America. Southern Europe sees higher engagement, with Italy reaching three hours and 27 minutes. Though, the U.S. Market provides a stark illustration of the shift, with linear TV usage dropping from 60% to 44% in just four years.
This decline is particularly impacting cable channels. Many now hold less than a 1% audience share, including networks like AMC, HBO, and Lifetime. As of November 2025, US networks accounted for 23% of viewership, cable for 21%, and streaming for 47%.
YouTube and Netflix: The Reigning Champions
While streaming as a whole is ascendant, two platforms stand out: YouTube and Netflix. Netflix maintains consistent viewership across countries, but YouTube boasts significantly broader reach. In the UK, for example, YouTube reaches a unique 80% of the population each month.
Analysis reveals that 25% of YouTube viewers account for 75% of total consumption, a pattern mirrored by Netflix, where 25% of viewers generate 65% of total viewing. This highlights the importance of “super-users” within these platforms.
Demographic Shifts in Viewing Habits
YouTube skews younger, with viewers aged 4-15 representing 28% of its audience, compared to 14% for Netflix. TV screens remain dominant for major platforms like Disney+, Netflix, and Amazon Prime Video, accounting for 45-80% of consumption. However, YouTube exhibits a more balanced pattern across PC, tablet, mobile, and TV. TikTok, unsurprisingly, is the leader in mobile-first consumption.
The Rise of BVOD and Hyper-Distribution
Broadcaster Video on Demand (BVOD) is rapidly expanding. In the UK, BBC iPlayer now accounts for almost a quarter of total BBC viewing, a four percentage point increase year-over-year. It also attracts a significantly younger audience, with 20% of viewers aged 16-34, compared to just 4% for traditional linear television. ITV is experiencing a similar trend.
Broadcasters are increasingly adopting “hyper-distribution” strategies, partnering with platforms to expand reach. Canal+ in France provides a prime example, with 90% of Netflix users in France accessing the platform through Canal+. Paramount+ sees an even higher percentage of viewership through Canal+. Arte, a cultural channel, distributes only 20% of its content directly, relying on other platforms for 80% of its distribution. M6 Group, conversely, still distributes 96% of its content in-house, but recently signed a distribution agreement with Amazon Prime Video.
“Streamification” and “Broadcastification” – A Convergence of Models
The industry is witnessing a convergence of streaming and broadcasting models. Broadcasters are embracing streaming, while streamers are incorporating live and scheduled content. Disney+ introduced live playlists like ABC News Live and Disney+ Playtime, and Netflix and HBO Max have begun exploring similar strategies.
Frequently Asked Questions
Q: What is hyper-distribution?
A: Hyper-distribution refers to broadcasters making their content available on multiple platforms, including streaming services, to maximize reach and audience engagement.
Q: Is linear TV completely disappearing?
A: While declining, linear TV still holds a significant audience, particularly in Southern Europe. However, its long-term trajectory points towards continued erosion as streaming gains further ground.
Q: Why is YouTube so popular?
A: YouTube’s broad content library, accessibility across devices, and appeal to younger audiences contribute to its high reach and engagement.
Q: What does the future hold for broadcasters?
A: Broadcasters must adapt by embracing hyper-distribution, investing in BVOD platforms, and exploring new content formats to remain competitive.
Pro Tip: Understanding the viewing habits of your target demographic is crucial for effective content distribution. Focus on platforms where your audience spends the most time.
Did you know? The rise of streaming is not just impacting viewing habits, but also the business models of media companies worldwide.
Want to learn more about the evolving media landscape? Explore our other articles on digital media trends.
