UK media regulator Ofcom says Netflix has narrowly moved ahead of the BBC as the first place viewers turn when deciding what to watch. According to its Media Nations 2026 report, 26% of respondents said they look at Netflix first. The corresponding figure was 25% for the BBC and 15% for ITV.
First choice is not the same as total viewing
The finding does not mean Netflix has overtaken the BBC in all UK video consumption. The “first choice” measure asks where viewers begin when looking for something to watch. Total viewing share is a separate measure that reflects how much time audiences spend with each service across the day.
Figures from Ofcom reported by The Guardian show that the BBC still led total video viewing in 2025 with an 18% share. YouTube accounted for 15%, ITV for 11% and Netflix for 9%. Netflix may therefore have taken a narrow lead in content discovery, while the BBC remained stronger in overall viewing through its broad schedule and live programming.
Broadcasters’ digital services are growing
The report suggests the shift is not simply a story of global streaming companies replacing traditional broadcasters. Ofcom said the use of broadcaster-owned on-demand services such as BBC iPlayer and ITVX increased by 9% year on year. That growth indicates that audiences increasingly move between linear channels and online players rather than treating them as completely separate systems.
Major live events remain an area of strength for public-service broadcasters. Large sports broadcasts such as the World Cup and nationally popular entertainment programmes helped sustain viewing for the BBC and ITV. Public-service broadcasters also supplied more than 30,000 hours of UK-originated content during 2025, according to the figures highlighted in the report.
YouTube expands on television screens
Another prominent finding in Media Nations 2026 is the continued rise of YouTube on television sets. Ofcom said viewing of YouTube on TV screens has doubled since 2022. Its growth is not confined to younger audiences, with older viewers also spending more time watching the platform through television devices.
This pattern suggests that the television screen itself is not disappearing. Instead, the range of services accessed through it is changing. The same device can now deliver live television, on-demand drama, films, short-form video and user-generated content. Competition increasingly depends not only on programming but also on visibility, recommendation systems and the ability to help viewers find content quickly.
How to read a one-point lead
The gap between Netflix and the BBC is only one percentage point. The report therefore indicates a close contest in audience habits rather than an overwhelming advantage for either service. It also reflects the different roles they play: Netflix primarily offers an on-demand catalogue, while the BBC combines live channels, news, sport and iPlayer within one public-service ecosystem.
Ofcom’s annual study shows that no single platform defines the entire market. A viewer may begin a drama on Netflix, return to the BBC for a live national event and use YouTube for shorter videos. This fluid behaviour helps explain why a small change in first-choice ranking does not automatically produce the same ranking in total viewing time.
What the report shows
Ofcom’s results place Netflix first among individual services at the moment viewers start choosing a programme. At the same time, they show that the BBC retains substantial strength in total viewing and domestic content. The one-percentage-point gap between Netflix and the BBC also underlines how closely matched the two services are in everyday media habits.
The finding should not be reduced to a claim that Netflix has completely displaced the BBC. First-choice behaviour, total reach and time spent viewing are different measurements. Taken together, the data describes a mixed media market in which global streaming platforms are becoming more influential in content discovery, while established broadcasters continue to compete through live events, local production and their own digital services.
