Netflix overtakes BBC as UK viewers’ first choice, says Ofcom
July 29, 2026 10.57 Europe/London By Julian Clover


Netflix has become the UK’s first choice when viewers decide what to watch, overtaking the BBC for the first time, according to Ofcom’s latest Media Nations report.

The regulator found that 26% of UK viewers now turn first to Netflix, narrowly ahead of the BBC on 25%, with ITV a distant third on 9%. The findings underline the continued shift in viewing habits, amid a maturing market for streaming services.

While Netflix has become the country’s leading destination for programme discovery, public service broadcasters continue to dominate overall viewing. The BBC remains the UK’s most-watched broadcaster, accounting for around 18% of all video viewing, ahead of ITV, while Netflix represents approximately 9%.


The Night Manager
While Netflix occupied the top two positions for the most-watched programmes overall in 2025 with K-Pop Demon Hunters and Adolescence, the BBC has so far claimed eight of the ten most-watched programmes of 2026.

More than half of these top-performing titles were dramas, including The Night Manager [ironically part-funded by Amazon] and Run Away, demonstrating the enduring appeal of high-quality UK programming.

Major live and event television continues to unite audiences at scale. Celebrity Traitors became the BBC’s biggest title of 2025, with the finale attracting an average audience of 14.8 million viewers across BBC One and BBC iPlayer.

The report suggests the rapid expansion of subscription video services has slowed, with household penetration largely plateauing after years of strong growth. Instead, competition is increasingly centred on engagement and viewing time rather than attracting first-time subscribers.

YouTube also continues to strengthen its position on the television screen, with more viewing taking place on connected TVs rather than mobile devices. Ofcom said the platform is now firmly established as part of mainstream television consumption, alongside traditional broadcasters and subscription streaming services.

The divergence between younger and older audiences continues to widen. Younger viewers are spending progressively less time watching scheduled television in favour of streaming services, social video and gaming, while older audiences remain the backbone of linear television viewing.

The findings reinforce the changing competitive landscape for broadcasters and streaming services. While Netflix has achieved a symbolic milestone by becoming viewers’ preferred starting point, traditional broadcasters continue to command the largest share of total viewing through live news, sport and entertainment programming.

The report also highlights the growing challenge facing UK public service broadcasters as they seek to maintain prominence in an increasingly fragmented viewing market, where streaming platforms, video-sharing services and connected TV ecosystems are competing for audiences’ attention.