Netflix has drawn level with the BBC as the service British viewers turn to first when switching on their TV, according to Ofcom's annual Media Nations report. Netflix is now the default choice for 26% of viewers, narrowly ahead of the BBC on 25%, reflecting how the streamer's hit shows have helped it become a fixture of British viewing habits even as overall growth in streaming has slowed.

The report found KPop Demon Hunters and Adolescence were the UK's most-watched titles in 2025, reaching audiences of more than 24 million and 16 million respectively. However, Ofcom noted the BBC has since staged a fightback in 2026, buoyed by The Traitors, The Night Manager and World Cup coverage, and it still leads on overall share of video viewing (18%, versus YouTube's 15%, ITV's 11% and Netflix's 9%). The report also highlighted a decline in live TV viewing among under-25s and falling overall viewing time among young adults, alongside YouTube's growing presence on television sets, while public service broadcasters still produced more than 30,000 hours of original UK content last year.