Over Half U.K. Audiences Watch YouTube Via TV Set, According to Ratings Body Barb

Over Half U.K. Audiences Watch YouTube Via TV Set, According to Ratings Body Barb

Barb's latest viewing habits report showed that 54% of YouTube viewing is done via a TV set.

Barb reveals what we watched in 2025

Barb has published a new report detailing what UK viewers watched, and how they watched it, in 2025. The report examines live and on-demand, linear and streaming viewing for broadcasters, streamers, and video-sharing platforms. It found that live TV remains a substantial part of viewing, even for younger audiences. In December 2025, viewing live was 45 per cent of total identified viewing on the TV set. Programmes with large live audiences in 20…

Barb: Live TV viewing remains substantial in UK

Barb, the audience measurement specialist, has published a first-time report entitled What People Watched in 2025. The report explores how people in the UK watched their favourite television show last year. It covers live and on-demand, linear and streaming viewing for broadcasters, streamers and video-sharing platforms. The findings include: Live viewing remains a substantial part […]

Barb: Live TV still accounts for 45% of viewing as streaming hits 38% in 2025

Barb has published a new report, What People Watched in 2025, arguing that UK viewing habits are better explained by adaptation than a clean break from linear television. The report spans live and on-demand viewing across broadcasters’ VOD services, subscription streamers and video-sharing platforms, bringing the different parts of the TV ecosystem into a single picture. A key headline is that live remains a substantial component of TV-set viewi…