What People Watched in 2025

Why It Matters

The findings show that linear TV remains robust, contradicting narratives of its decline, and underscore the importance of multi‑platform strategies for broadcasters and advertisers targeting diverse age groups.

Key Takeaways

• Live TV still 45% of TV-set viewing in Dec 2025.
• On‑demand streaming accounts for 38% of total viewing.
• Top navigation platforms: Freeview, Sky, smart‑TV EPGs.
• YouTube dominates TV‑set usage among children 4‑15.
• Netflix leads first‑click for 16‑34 age group.

Pulse Analysis

The Barb report reinforces a nuanced picture of UK television consumption, where live broadcast retains a sizable share despite the proliferation of streaming services. In December 2025, nearly half of all TV‑set viewing occurred in real time, driven by events such as the Women’s Euros final and popular reality formats. This persistence of linear viewing challenges the industry’s “stream‑only” narrative and suggests that live audiences remain a valuable asset for broadcasters seeking ad revenue and audience engagement.

Navigation habits further illuminate how viewers discover content. Freeview, Sky and smart‑TV electronic programme guides dominate the initial selection process, guiding 37% of sessions to the top ten channels. Younger adults gravitate toward Netflix as their first‑click destination, while children aged 4‑15 overwhelmingly start with YouTube, now the leading TV‑set platform for that demographic. Advertisers can leverage these pathways to place targeted campaigns where audiences are most receptive, especially on platforms that bridge traditional TV and digital video.

Industry stakeholders, from the BBC to the7stars, are interpreting the data as a call to integrate linear and on‑demand assets more strategically. The report’s emphasis on library depth—evident in the 12‑month‑plus content consumption on major streamers—highlights the importance of robust catalogues for sustained viewer loyalty. For content creators and marketers, the takeaway is clear: a hybrid approach that respects the enduring appeal of live events while capitalizing on the convenience of on‑demand and platform‑specific navigation will drive growth in a fragmented media landscape.