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In 2025, the average time spent per individual watching broadcast television in the UK amounted to *** minutes per day. Despite an initial short spike in viewing time in 2020, likely due to the onset of the global coronavirus pandemic, broadcast TV consumption declined each year since then. Older audiences tended to consume traditional TV more than their younger counterparts, with people aged 65 years and over watching TV for over **** hours on a daily basis, compared to less than ** among 16 to 24-year-olds.

Internet-connected devices transform the TV market

The television continues to be crucial to the UK’s media landscape, regardless of declining TV viewing time. The most recent data showed that the number of TV households in the region increased from **** million in 2017 to more than ** million in 2021, as smart TVs and connected TVs become the devices of choice. The penetration rate of smart TV sets peaked in 2024 at ** percent.

Alteration of consumer habits

While traditional TV consumption has declined lately, online TV services provided by broadcasters have increased in popularity. The average daily viewing time of broadcaster video-on-demand (BVOD) in the UK tripled between 2018 and 2024. Additionally, online audiovisual revenues grew by nearly **** billion British pounds during the same period, demonstrating the recent shift from linear TV towards online video alternatives.