YouTube Surges to Second Place in UK Media Rankings — What It Means for Advertisers
In a seismic shift for the UK media landscape, YouTube has officially become the second most-watched media service in the country, trailing only the BBC and overtaking ITV. This revelation, published in Ofcom’s latest annual report, signals a profound transformation in how audiences consume video—and it’s a wake-up call for advertisers.
The Stats:
- UK viewers spent an average of 39 minutes per day on YouTube in 2024
- 16 minutes of that viewing happened on household TV sets
- Among 16–34-year-olds, YouTube viewing on TV clocks in at 18 minutes daily
- A striking 20% of children aged 4–15 go straight to YouTube when they turn on the TV
- Even viewers aged 55+ nearly doubled their YouTube TV time—from 6 minutes to 11 minutes per day
Broadcast TV still holds a majority share of in-home viewing at 56%, but its dominance is waning. Overall, UK audiences spent 4 hours and 30 minutes daily watching TV and video content in 2024, yet time spent on traditional broadcast TV dropped by 4% compared to the previous year.
What’s Driving the YouTube Boom?
YouTube’s meteoric rise isn’t just about short-form content anymore. Ofcom reports that half of the platform’s top-trending videos now resemble traditional TV formats, including interviews, documentaries, and game shows. This evolution is blurring
It’s not just Gen Z and Millennials; older demographics are also embracing YouTube as part of their daily media mix, suggesting a broader cultural shift that advertisers can’t afford to ignore.
What This Means for Brands and Agencies
For advertisers, this data is more than just a trend—it’s a strategic imperative. Here’s what it means:
- TV ad budgets need rebalancing: Traditional broadcast still matters, but YouTube’s reach and engagement—especially among younger viewers—make it a must-have in media plans.
- Creative needs to evolve: With long-form content gaining traction, brands should explore storytelling formats that mirror TV while leveraging YouTube’s interactive potential.
- Audience targeting is sharper than ever: YouTube’s data-driven ecosystem allows for precision targeting across age groups, interests, and behaviours something linear TV struggles to encompass.
The Future of Media Is Hybrid
As public service broadcasters pivot to meet audiences online, advertisers must do the same. The future isn’t about choosing between TV and digital—it’s about integrating both to meet audiences where they are.
We help brands navigate this evolving media landscape with a bespoke strategy underpinned by data-backed research. Contact us now for your integrated video or TV Campaign.