Netflix has edged ahead of the BBC as UK viewers' first choice when deciding what to watch, according to Ofcom's latest Media Nations report. The finding reflects a notable shift in viewing habits, driven by a run of Netflix-produced UK hits and growing streaming adoption, particularly among younger audiences, and comes as the BBC negotiates a new funding model amid pressure on the traditional licence fee.

In 2025, 26% of UK viewers named Netflix as their first port of call, against 25% for the BBC, 15% for ITV and 10% for YouTube, though Ofcom cautioned that methodology changes make comparisons with the prior year (28% BBC, 23% Netflix) only indicative. The generational divide was stark: 36% of 16-24 year-olds chose Netflix first compared with 14% for the BBC, while 48% of over-75s still favour the BBC against just 5% for Netflix. Streaming and pay-TV revenues both grew, up 18% to £5.2billion and 4% to £6.2billion respectively, and the BBC and Netflix each had four titles in the year's top 10 most-watched programmes, with KPop Demon Hunters topping the list at 24.4million viewers.