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The shift in media consumption habits in the United Kingdom is evident, with digital platforms gaining ground over traditional formats. By 2026, consumers in the country are projected to spend over *** hours daily on digital media, while traditional media usage is expected to decline to just over hours. This trend reflects a broader transformation in how people engage with content and information in the digital age. 

Digital dominance reshapes the entertainment landscape

The entertainment and media market in the UK is poised for significant growth, with projections indicating a ****-percent compound annual growth rate between 2024 and 2028, potentially reaching *** billion British pounds. This expansion is driven by changing consumer preferences, particularly in digital media consumption. This is evident, when it comes to video viewing time – traditional sources such as broadcaster TV are losing popularity in favor of YouTube and VOD. And so, digital platforms continue to lead the way in capturing audience attention and market share.

Video at the helm of consumers'entertainment time

Social media and video streaming platforms are neck-and-neck in capturing user engagement in the UK. As of May 2023, both TikTok and Netflix users spent an average of ** minutes daily on their respective platforms. This parity highlights the presence of many forms of digital video in the daily lives of UK consumers. However, while subscription-based video services maintain a strong presence, there's a growing trend towards free, ad-supported options. Broadcaster video-on-demand (BVOD) providers, particularly BBC iPlayer, are gaining traction among all online TV platforms, indicating a shift in viewer preferences and potentially reshaping the streaming landscape.