Credit: SportsBusiness
YouTube has cemented its dominance as a media powerhouse in the UK, now ranking second only to the BBC in total household viewing time, according to Ofcom’s latest annual report.
The Google-owned platform commands 14% of all viewing time in UK households, surpassing commercial broadcaster ITV (12%). The BBC still leads at 19%. The shift comes as overall broadcast TV viewership dropped 4% in 2024, reflecting a global trend where traditional free-to-air (FTA) channels face stiff competition from digital platforms.
Average UK daily viewing via television sets stands at just 2 hours, 24 minutes. Among 16–24-year-olds, live TV consumption has fallen to 17 minutes daily, with fewer than half watching broadcast TV weekly. By contrast, across all age groups, YouTube usage averages 39 minutes a day.
Younger and Older Audiences Driving Growth
YouTube is now the primary platform for Generation Alpha (ages 4–15), with one in five turning on the app first when they power up their TV.
Older demographics are also shifting. UK viewers aged 55+ have nearly doubled their YouTube viewing time in two years — from 6 minutes daily to 11 minutes — with 42% of that viewing happening directly on TV screens.
Global Viewing Trends Mirror the UK Shift
This trend is not confined to Britain. In May, Nielsen reported streaming in the US surpassed cable and over-the-air TV for the first time, claiming nearly half of all TV set viewing. YouTube accounted for a record 12.5% share of TV viewing, more than any other streaming platform.
In Brazil, YouTube channel CazéTV has over 22 million subscribers and will stream all 104 matches of the 2026 FIFA World Cup. The platform is also making history with the NFL — the league’s return to Brazil this September will see the first NFL game streamed exclusively live on YouTube worldwide, for free.
YouTube’s sports footprint continues to expand, backed by its $2.5 billion-a-year, seven-year deal for NFL Sunday Ticket rights in the US.
The Challenge for Broadcasters
Ed Leighton, Ofcom’s interim group director for strategy and research, notes that public service broadcasters are adapting by meeting audiences in online spaces, but the competitive pressure from global platforms is intensifying. In France, deals such as Prime Video’s distribution of France Télévisions’ output point to hybrid models that could shape the future.
Consulting Insight: Navigating the New Media Landscape
For broadcasters, rights holders, and advertisers, the rise of YouTube represents both a challenge and an opportunity. The platform is no longer just a supplement to traditional distribution — it’s becoming a primary destination across demographics.
Key considerations for sports and media stakeholders:
- Monetisation Models: Explore integrated advertising, sponsorships, and content partnerships tailored to YouTube’s algorithm-driven ecosystem.
- Audience Segmentation: Engage younger viewers without losing the loyalty of older demographics now embracing streaming.
- Rights Strategy: Evaluate the balance between exclusivity on traditional platforms and reach on global streaming services.
- Data Utilisation: Leverage platform analytics for targeted engagement and sponsorship ROI tracking.
365247 Consulting helps sports organisations, media companies, and brands adapt, monetise, and thrive in this evolving digital-first marketplace.
Let’s talk to discuss how we can future-proof your media strategy and tap into the power of platforms like YouTube.
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