Netflix has overtaken the BBC as the first platform UK audiences turn to when deciding what to watch, according to Ofcom’s 2026 Media Nations report. The findings mark a significant shift in the UK’s entertainment terrain, with the streaming giant edging past the country’s long-established public broadcaster.
According to Ofcom’s Media Nations report, 26% of UK viewers in 2025 said Netflix is their first choice for entertainment, narrowly ahead of the BBC at 25%. ITV ranked third with 15%, while YouTube followed at 10%. Ofcom noted that changes to its research methodology mean year-over-year comparisons should be viewed as indicative rather than exact.
Netflix’s appeal continues to grow across the UK
The report suggests Netflix’s investment in original programming has strengthened its position with British audiences. Popular titles such as Adolescence, The Gentlemen, and Baby Reindeer helped establish the platform as a destination for premium entertainment.
Viewing preferences differed sharply by age group. Among viewers aged 16 to 24, 36% chose Netflix first, compared with just 14% selecting the BBC. Older audiences remained loyal to traditional television, with 48% of viewers aged over 75 choosing the BBC first, while only 5% preferred Netflix.
Ofcom also found that more adults associate Netflix with “high quality content,” “content that is relevant to me,” and “creative content” than the BBC. The public broadcaster continued to perform strongly in areas such as offering different perspectives and remained the dominant destination for British drama.
The report also highlighted continued financial growth for streaming services in the UK. Combined revenues for major streaming platforms increased 18% to £5.2 billion, largely due to subscription price increases and the growing adoption of ad-supported plans from services including Netflix and Disney+.
Streaming also attracted older viewers in greater numbers. Ofcom reported that annual drama viewing among people aged 75 and above rose 56% year over year, while viewers aged 55 to 74 increased their streaming drama consumption by 28%.
Despite Netflix’s lead, both Netflix and the BBC each placed four titles in the UK’s ten most-watched programs of 2025, demonstrating that traditional broadcasters continue to compete strongly even as streaming platforms reshape audience habits.
