In a surprising twist, YouTube has overtaken the BBC in monthly reach among UK audiences.
Data from independent ratings organization Barb shows that in December, YouTube attracted 51.9 million viewers, slightly edging out the BBC’s 50.9 million.
Remarkably, Barb has noted that since it began tracking three-minute minimum viewing habits in October, YouTube has consistently drawn more viewers than the Beeb.
Big Names, Big Numbers
While the BBC still boasts huge audiences for hit shows—like The Traitors, which launched with 6.9 million viewers—homegrown YouTube stars are now commanding attention that rivals or even surpasses traditional TV.
Amelia Dimoldenberg, for example, regularly sees over 10 million viewers tune into her Chicken Shop Dates series, highlighting how online personalities are reshaping what “prime time” looks like.
BBC Responds with Perspective
Insiders at the BBC have sought to downplay the headline figures.
They argue that the broadcaster still leads when it comes to long-form viewing—such as people watching for 15 minutes or more—which remains a key metric for TV success.
Yet, the new numbers underline a broader trend: more Brits are increasingly turning away from scheduled programming in favor of on-demand content.
Financial Pressures Mount
The shift in viewing habits is more than just a ratings story; it’s also hitting the BBC’s finances.
Last year, the broadcaster reportedly lost over £1 billion due to declining license fee payments.
Around 3.6 million households admitted they no longer needed a licence—an increase of 300,000 from the previous year—potentially translating to £617 million in lost revenue, according to a Commons Public Accounts Committee report.
To fill the gap, the BBC has floated the idea of introducing adverts or placing classic shows like ’Allo ’Allo behind a paywall.
Experts Warn of a Changing TV Landscape
TV veteran Steven D Wright described the shift as “a tragedy,” telling The Times that the tipping point for traditional TV loyalty has arrived.
“The audience has abandoned scheduled TV. On-demand viewing has killed loyalty.
Who wants to wait when you can click your phone?” he said.
Wright paints a picture of a gradual erosion of the traditional TV audience, driven by the convenience of streaming.
The Rise of Digital Viewing
Despite concerns, the BBC emphasizes that UK audiences still watch 351 million hours on its channels each week.
But YouTube’s growth has been steady since its 2005 launch, overtaking ITV as the second-most-watched broadcaster in 2024.
Interestingly, this surge is partly fueled by older viewers, who now use the platform to watch long-form interviews and documentaries—formats once the preserve of terrestrial TV.
This trend is reflected in the fact that 41% of in-home viewing now happens on television screens rather than smaller devices.
The Future of Viewing
The competition between traditional broadcasters and digital platforms seems set to intensify.
While YouTube continues to attract millions with its mix of entertainment and long-form content, the BBC faces questions about funding and the sustainability of its license fee model.
One thing is clear: the way Brits consume video is evolving fast, and both old and new media are adjusting to a world where convenience and choice rule the viewing experience.
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