TV Sets Emerge as Top Device for YouTube Consumption in UK Households
In a significant shift in media consumption habits, television sets have become the most popular device for watching YouTube in British homes, according to a comprehensive audience review. The data, compiled by Barb Audiences, indicates that more than half of all YouTube viewing through domestic wifi connections is now conducted on traditional TVs, outpacing laptops, tablets, and smartphones across every age demographic.
Age Groups Embrace TV for YouTube at Different Times
The transition to TV sets as the primary YouTube device occurred gradually over recent years. For individuals aged 55 and over, TVs became the first-choice option in October 2023. This was followed by the 35 to 54 age group in April 2024, and finally, the 16 to 34 demographic in December 2024. This trend underscores YouTube's evolution from a mobile-centric platform to a living room staple, with its content increasingly consumed on larger screens.
Live TV Viewing Remains Robust Despite Streaming Growth
Despite the surge in YouTube usage, traditional television viewing is far from obsolete. The Barb data reveals that live broadcasting accounted for 45% of all identified viewing on TV sets in December 2025. Key drivers of this live viewership included major sporting events, such as the Women's Euro 2025 final, and popular entertainment programmes like BBC One's Celebrity Traitors and Channel 4's Gogglebox.
Justin Sampson, chief executive of Barb, commented on the findings, stating, "Commentary about television is too often based on a binary premise: nobody watches live any more, young audiences have vanished and platforms have replaced programmes. What emerges from the evidence is not a paradigm shift, but a rebalancing. Live viewing remains a substantial part of the mix, even among younger audiences."
YouTube's Expanding Influence and Cultural Impact
YouTube's dominance extends beyond mere viewership numbers. The platform now hosts a diverse array of content, including podcasts, short-form videos, and material from traditional broadcasters. This rapid ascent, from its founding 21 years ago, has prompted media regulator Ofcom to advise public service broadcasters like the BBC and ITV to increase their presence on YouTube to remain competitive.
In response, the BBC has announced plans to create tailor-made content specifically for YouTube, moving beyond merely posting clips and trailers. Additionally, YouTube's cultural significance is being recognised by institutions such as the Victoria and Albert Museum in London, which has incorporated an early version of YouTube's "watch page" into an exhibition. This display features the first-ever video uploaded to the site, Me at the zoo, filmed by co-founder Jawed Karim, which has garnered over 380 million views since its posting in April 2005.
Neal Mohan, YouTube's chief executive, reflected on this milestone, saying, "Karim's video became a new way for people to share their stories with the world."
Concerns Over Children's Viewing and Algorithmic Content
The study also highlights that YouTube viewing continues to be skewed towards children, raising concerns about the platform's dominance in children's television and the types of content its algorithm promotes. As YouTube solidifies its position as a primary entertainment source, these issues remain a focal point for regulators and parents alike.
Overall, the findings illustrate a nuanced media landscape where traditional and digital platforms coexist, with TV sets playing a pivotal role in the modern viewing experience.
