In a significant shift in the UK’s media landscape, YouTube has surpassed the BBC in monthly audience reach for the first time, according to data from BARB, the official television ratings organization. This milestone occurred in the final quarter of 2025, when the Google-owned platform was fully incorporated into BARB’s measurements. During each of those three months, YouTube achieved higher reach than the combined total of all BBC television channels, according to Deadline.
BARB’s reach metric counts individuals who viewed a service for at least three consecutive minutes in a given month, encompassing television sets, smartphones, tablets, and personal computers. In December 2025, YouTube recorded 51.9 million viewers under this definition, edging out the BBC’s 50.8 million. This marked a clear break from previous patterns, as the BBC had held the lead in this category as recently as December 2024, boosted by popular programming that drew widespread attention.
The development highlights YouTube’s accelerating growth, driven largely by its increasing use on internet-connected televisions. Viewers now frequently treat the platform as a primary source for video entertainment, placing it in direct competition with established broadcasters and streaming services. High-production content from prominent creators has contributed to this trend, with elaborate videos rivaling traditional television formats in quality and appeal. Discussions among industry leaders throughout 2025 centered on this evolving dynamic, as networks and regulators grappled with the platform’s expanding role in shaping viewing habits.
Government officials have responded to these changes with proposals to adapt regulations. In a major address at the Royal Television Society’s Cambridge Convention in September 2025, the culture secretary indicated readiness to amend laws if necessary to require prominent placement of public service content on platforms like YouTube. Such measures aim to preserve visibility for material from broadcasters that serve broader societal interests. Platform representatives described immediate regulatory shifts as premature, noting ongoing dialogues with public service entities about collaborative opportunities.
The BBC has emphasized alternative metrics to contextualize its position. The corporation favors a 15-minute minimum viewing threshold for reach calculations, which it argues more accurately captures engagement with long-form programming. Under that approach, the BBC maintained a lead with an average of 47 million viewers in 2025, compared to YouTube’s 40.8 million. When focusing exclusively on television set usage, BARB data showed the BBC ahead by a substantial margin in December, with 50 million viewers versus YouTube’s 37.5 million. The BBC also highlighted its dominance in total viewing hours, reporting 351 million hours watched weekly across its services in 2025, far exceeding competitors.
Other streaming platforms demonstrated strong performance during the same period. Netflix achieved its highest monthly reach on record in December, reaching 47.1 million viewers, likely fueled by major releases including the conclusion of a long-running popular series delivered in multiple parts. This positioned Netflix consistently ahead of ITV following an overtake earlier in the year. Disney+ similarly posted a peak performance, drawing 29.2 million viewers, supported by family-oriented series that sustained steady interest despite a relatively stable year overall.
These figures illustrate a broader transformation in how audiences consume video content in the UK. Traditional broadcasters face intensifying competition from on-demand and user-generated platforms, yet they retain advantages in certain viewing contexts, particularly on dedicated television screens and through sustained engagement. The rise of YouTube underscores the platform’s ability to attract diverse demographics across devices, reshaping expectations for media measurement and policy in an increasingly fragmented environment. As viewing patterns continue to evolve, the interplay between legacy institutions and digital giants will likely remain a central topic for creators, executives, and policymakers alike.
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