BBC risks exodus as older viewers flock to YouTube

Telegraph

7 days ago

The BBC is at risk of a fresh exodus of viewers as older audiences increasingly turn to YouTube over traditional television channels.
The streaming giant accounted for 14pc of all viewing time in UK households last year, overtaking ITV for the first time to become the second most-watched service in Britain.
It means YouTube is now closing in on the BBC, which remains Britain's most-watched service with a 19pc share of viewing time. ITV now holds a 12pc share, according to the findings published by Ofcom.
The trend is being driven by younger audiences, with adults aged between 16 and 34 watching 18 minutes of YouTube a day on their television sets. One in five children aged between four and 15 head straight to the app as soon as they turn the TV on.
But Ofcom found that the flood of viewers to YouTube is not confined to Gen Z, with over-55s nearly doubling the amount of YouTube content they watch on TVs to 11 minutes per day.
While the most popular types of video vary greatly by age, adults are most likely to use YouTube for music or to watch 'how to' videos, such as recipes and DIY.
YouTube's surging popularity among older Britons also comes amid the rapid growth of video podcasts, with shows such as The Rest is History racking up huge audiences for their filmed episodes.
The radical shift in viewing habits presents a further threat to traditional broadcasters such as the BBC, ITV and Channel 4, which are already grappling with competition posed by streaming platforms.
The research found that YouTube now poses a direct threat to traditional TV viewing by older audiences, with 42pc of all viewing of the platform among over-55s taking place on a television set.
Moreover, audiences are increasingly watching longer-form videos on YouTube that more closely resemble traditional programming. Half of the platform's top-trending videos last year were longer shows, including interviews and quiz shows.
Ofcom found that the BBC's average weekly reach remained stable in 2024 following a 5pc decline the previous year.
Higher demand for iPlayer, thanks largely to the Euro 2024 football tournament and Olympic Games, meant overall viewing of BBC videos even increased slightly last year.
But overall, people spent 4pc less time watching broadcast TV in 2024 than the previous year, with average viewing time dropping to 2 hours 24 minutes a day.
The growing threat from YouTube has prompted Ofcom to urge public service broadcasters to make more programming for the platform or risk fading into irrelevance among an entire generation of viewers.
ITV and Channel 4 have already struck deals to put their programmes on YouTube and other streaming services, while Tim Davie, the BBC director general, has said the corporation will start making news programming specifically for streaming platforms and social media apps.
One industry source accused Ofcom of conflating the content with the platform, arguing that broadcasters attracted large audiences on YouTube.
However, figures released by the regulator last week showed that only about a fifth of the time Britons spend on YouTube is done so watching content made in the UK, while North America accounts for more than half.
While Ofcom has encouraged broadcasters to strike commercial deals with YouTube, it also suggested that ministers could intervene to force the US company to boost British TV programming on the platform.
'Alien to younger viewers'
Ed Leighton, Ofcom's interim head of strategy and research, said: 'Scheduled TV is increasingly alien to younger viewers, with YouTube the first port of call for many when they pick up the TV remote. But we're also seeing signs that older adults are turning to the platform as part of their daily media diet too.
'Public service broadcasters are recognising this shift – moving to meet audiences in the online spaces where they increasingly spend their time. But we need to see even more ambition in this respect to ensure that public service media that audiences value survives long into the future.'
The continued relevance of the BBC to British audiences will be a key negotiating point in discussions with the Government over the future of the corporation's funding.
Samir Shah, the BBC chairman, has said the corporation is looking at a potential overhaul of the licence fee model after a further 300,000 stopped paying the levy last year.
A BBC spokesman said: 'We welcome Ofcom's recognition of the role of the BBC in bringing people together – with three of the most-viewed programmes of last year on the BBC.
'Despite ever-increasing competition, the report finds that reach of BBC channels across all age groups remained stable year-on-year, maintaining the BBC's role as the most-watched broadcaster or service. While BBC iPlayer was the UK's fastest-growing long-form video-on-demand service in 2024/25, we know that audience needs are rapidly changing, and so we continue to transform what we do on digital platforms.
'We remain focused on delivering value for all audiences and being the place where people come together for unforgettable moments.'