The way UK audiences watch video has reached a tipping point. Viewers are blending platforms, mixing broadcast with streaming and rewriting what “watching TV” means. In this environment, loyalty is fragile, attention is fragmented and agility is everything.
The challenge for providers is clear: adapt to how audiences actually watch — or risk losing them to competitors who already have. TiVo’s Q2 2025 Video Trends Report: United Kingdom captures this transformation in motion, revealing how UK viewers are redefining the broadcast experience, reshaping value expectations and creating fresh opportunities across every screen.
Streaming and ad-supported models gain momentum
Viewers signal they’ll trade a few ads for affordability, proving that cost-conscious doesn’t mean ad-averse. More than half of UK respondents now use free ad-supported video on demand (AVOD) and free ad-supported streaming TV (FAST) services — a 10% jump year over year.
At the same time, nearly half of subscription video (SVOD) users have migrated to ad-supported tiers, expanding ad inventory and creating new ways for providers to balance cost, content and customer retention.
Daily viewership climbs, fueled by local stories
Audiences are tuning in more than ever. Average daily viewership in the UK has surpassed four hours per day, mainly driven by local and hyper-local content.
Three-quarters of consumed content is UK-produced, and an hour of each day is devoted to programming about viewers’ own communities. For providers, that’s an opportunity to build local partnerships, surface community-relevant content, and connect advertisers to engaged regional audiences.
In-car viewing on the rise
Video is no longer confined to the living room. Over a third of UK respondents now stream content in vehicles (34%), up sharply from two years ago (29%). From back-seat entertainment to connected dashboards, this new environment reshapes how, where and when people watch.
For providers, it’s a path to extend engagement beyond the home, exploring commuter-targeted programming, location-based advertising and entertainment bundles that travel with subscribers.
Smart TV adoption isn’t slowing down
Smart TVs remain the central hub of the connected home. Ownership now exceeds 80% of UK households, and nearly one in five consumers plans to upgrade within six months. With 42% of recent buyers saying platform choice influences their purchase, the Smart TV is now the gateway to the entertainment experience.
Providers who secure visibility and integration on these platforms can shape how audiences discover and interact with content — cementing their role at the centre of household viewing.
The bottom line
The industry is rewriting the broadcast playbook in real time. Providers who combine data-driven personalisation, local relevance and multi-environment accessibility will set the new standard for engagement and retention.
Don’t get left behind. The insights in TiVo’s Q2 2025 Video Trends Report: United Kingdom reveal where the UK market is heading next — and which strategies will define the winners.
Access the full report to see what’s driving UK media today—and what’s coming next.
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