By Sheila Mckenzie-
Brits are increasingly swapping smartphones and laptops for the living‑room television when it comes to watching online video, according to the latest audience data that shows television sets have overtaken all other devices as the most popular way to view YouTube in the UK.
What was once a platform synonymous with hand‑held viewing now dominates big screens, reshaping how people across generations consume content and prompting advertisers and broadcasters alike to rethink their strategies.
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The shift revealed today by the UK ratings body Barb suggests that YouTube is no longer just a mobile or desktop phenomenon. A majority of YouTube viewing now occurs on TVs in British homes, reinforcing the platform’s growing influence in the country’s media ecosystem and intensifying competition with traditional broadcasters.
Barb’s latest viewing data, published on 19 February 2026, marks a significant turning point in the way people watch YouTube in Britain. More than half of all YouTube viewing taking place over home Wi‑Fi now happens on a television screen, surpassing smartphones, tablets and laptops, according to the report.
Barb’s findings show that 54 % of YouTube consumption across all age groups is made via TV sets a statistic that underscores both technological change and shifts in viewer habits. That places TV sets at the top of the device ranking for YouTube usage, a position traditionally held by hand‑held devices since the platform’s early days.
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Experts say the rise of TV viewing reflects the increasing integration of YouTube into living‑room entertainment patterns. With smart TVs and streaming sticks now ubiquitous in UK households, accessing YouTube on a larger screen has never been easier and viewers appear to be taking full advantage of that convenience.
The platform’s expansion into diverse formats, including longer‑form interviews, documentaries and broadcast‑style content, also makes it more appealing for traditional TV watching experiences.
While early adoption of YouTube on TV was most visible among younger audiences, the trend has quickly cut across age brackets. Younger adults aged 16 to 34 are often at the forefront of the shift, but older demographic groups are catching up.
Data from the media regulator Ofcom’s Media Nations report shows that adults aged over 55 nearly doubled their YouTube viewing on TV sets between 2023 and 2024, almost matching the pace of younger cohorts.
Children too are gravitating towards TV‑based YouTube watching. In some households, one in five children aged 4–15 head straight to the YouTube app the moment they switch the TV on, bypassing traditional linear channels completely.
The transition to TV viewing is not simply about screen size; it speaks to how YouTube has become embedded in everyday entertainment rituals. Families may start watching a viral clip and stay on the platform for music, gaming content, documentaries or even live events, making YouTube part of a broader “lean‑back” viewing experience once dominated by broadcast channels.
YouTube’s rise on living‑room screens presents both opportunities and challenges for established media players. The platform has already overtaken major commercial broadcasters to become the second most‑watched service in the UK behind the BBC, according to regulator Ofcom.
Broadcast TV remains significant in the overall media diet accounting for a sizeable share of daily viewing but the rapid adoption of YouTube on TV sets is accelerating competition for audience attention.
Younger viewers, in particular, are increasingly turning to YouTube first when they power up their TV, a trend that has alarmed some traditional broadcasters trying to maintain relevance in a fragmented market.
At the same time, it raises questions about measurement and consistency across media: how should audiences watching YouTube on a TV be counted in the same way as traditional TV viewers? The industry is only beginning to grapple with these questions, with measurement bodies like Barb trying to better integrate YouTube viewing into standard audience metrics.
Public service broadcasters including the BBC and Channel 4 are already experimenting with ways to meet audiences where they’re spending more time. For example, many have expanded their presence on YouTube beyond trailers and clips to include original programming and targeted social content, aiming to capture viewers who might not tune in to traditional broadcast channels.
Ofcom has encouraged broadcasters to increase their digital footprint as part of strategies to engage younger and more diverse audiences, warning that without innovation, public broadcasters risk losing ground in the evolving competitive landscape.
The regulator has also pointed to the importance of protecting public service content, suggesting that prioritisation of UK public media on digital platforms may become an area for policy intervention a challenge that raises both regulatory and commercial questions for the future of UK media.
Several factors help explain why TV sets are now the favourite screen for watching YouTube in the UK. One major reason is the widespread growth of smart TVs. With a large majority of households now owning smart TVs or streaming devices, accessing YouTube from the living room has become seamless and a natural part of daily entertainment routines.
Another contributing factor is the evolution of YouTube content itself. The platform has grown far beyond short, user‑generated clips and now hosts long‑form interviews, documentaries, game shows, and professionally produced series that rival streaming services in both diversity and quality. This development provides strong incentives for viewers to watch content on larger displays, where the experience is more immersive.
Changing viewing habits also play a significant role. Audiences, especially younger viewers, are redefining their entertainment routines. Instead of relying on traditional broadcast schedules, many now prefer on‑demand video choices that allow them to seamlessly blend short‑form and long‑form experiences on a single platform.
Finally, YouTube’s deep social and cultural integration encourages big‑screen viewing. The platform has become a central hub for trends, music, news, tutorials, comedy, and other forms of entertainment. Its presence in living rooms highlights its role as an essential medium for both entertainment and information in contemporary British life.
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