Barb Reveals What We Watched in 2025

Why It Matters

The findings prove linear TV remains a valuable platform for advertisers and broadcasters, reshaping how they allocate resources amid streaming growth.

Key Takeaways

• Live TV 45% of UK viewing in 2025.
• Streaming on-demand 38% of total viewing.
• Children 4‑15 dominate YouTube TV set usage.
• Major live events still draw large audiences.
• Linear TV remains resilient among younger viewers.

Pulse Analysis

Barb’s latest report underscores a nuanced shift in UK viewing habits, where live television still commands nearly half of all TV‑set activity. While streaming services have made significant inroads, capturing 38 percent of total viewing, the persistence of live events—sporting finals and reality formats—demonstrates that real‑time content retains strong appeal across demographics. This balance challenges the narrative of an inevitable streaming takeover and suggests that broadcasters can still leverage live programming to maintain audience loyalty.

For advertisers, the data signals a continued relevance of linear TV slots, especially during high‑profile live broadcasts that guarantee sizable, engaged audiences. At the same time, the rise of on‑demand consumption forces brands to adopt hybrid strategies, blending traditional TV spots with targeted streaming placements. The surge in YouTube viewership on TV sets, driven largely by children aged 4‑15, opens new avenues for kid‑focused content and ad formats, prompting broadcasters to consider cross‑platform partnerships that bridge linear and digital ecosystems.

Looking ahead, the industry is likely to see deeper integration between broadcasters and streaming platforms, fostering a symbiotic relationship rather than outright competition. As device convergence blurs the lines between TV and online viewing, content creators must prioritize adaptability—optimising for both live events and on‑demand experiences. Barb’s evidence suggests that a resilient, multi‑channel approach will be essential for sustaining audience growth and monetisation in the evolving media landscape.