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Adolescence or The Traitors? Netflix neck-and-neck with BBC as British viewers’ go-to
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.
In short
- Netflix now level with BBC as Britons' default TV choice, Ofcom finds
- Adolescence and KPop Demon Hunters were 2025's most-watched titles
- BBC still leads overall viewing share; young people watching less TV
Explained simply
The BBC and Netflix have reached a remarkable parity in British viewing habits. According to Ofcom's annual report on media use, Netflix is now the first choice for 26 per cent of British television viewers, nearly matching the BBC's 25 per cent. This represents a significant shift in where British audiences turn for entertainment and news.
The BBC is the UK's public service broadcaster, funded through licence fees and required to serve all audiences with diverse programming including news, current affairs, drama and entertainment. Netflix, by contrast, is a subscription service offering on-demand content. Historically the BBC has been British viewers' default first choice, so Netflix reaching parity marks a fundamental change in how people access television.
This shift reflects the broader transformation of television over the past decade, as streaming services have become increasingly popular and viewers have come to prefer on-demand content over traditional broadcast schedules. The media landscape is now much more fragmented, with British audiences spread across multiple platforms including the BBC, Netflix, YouTube and others, rather than concentrated around traditional broadcasters.
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