YouTube has nudged ahead of ITV in total UK viewership. These shifting habits – especially among older audiences – are redrawing the media buying map.
The way people watch TV in the UK is changing – and not just among Gen Z. According to Ofcom’s Media Nations 2025 report, YouTube now commands a 14% share of total viewing in the UK, overtaking ITV (12%) and widening the gap with Netflix (8%).
But perhaps the most surprising shift isn’t happening on a teenager’s phone – it’s in the living room of a 60-year-old. The report shows that over-55s have nearly doubled their daily YouTube viewing on TV sets, from six to 11 minutes a day.
Is this a trend? Or does it signal a fundamental convergence of TV and online video – and a moment of opportunity for media planners and advertisers willing to adapt?
TV, but not as we knew it
While linear broadcast TV continues to hold much sway, especially around major live and event-driven moments like the Lionesses’ historic win on ITV last Sunday, which drew the biggest audience of the year so far there’s no denying that viewing habits are fragmenting across nearly every age group. Audiences are mixing scheduled TV with streaming, catch-up and on-demand content in increasingly fluid ways and heritage broadcasters like ITV and Channel 4 are now distributing shows across multiple platforms, including YouTube, to stay in step.
YouTube is becoming the default starting point for younger audiences, not just for snackable content, but for full-length documentaries, dramas and creator-led shows. Now, with older viewers joining the platform via connected TVs, this “new TV” isn’t just for digital natives.
Even broadcasters are adapting. ITV and Channel 4 are increasingly distributing content directly on YouTube, recognising the platform’s reach and relevance.
What this means for media buying
This is a pivotal moment for campaign planning. With YouTube surpassing ITV in share of viewing, media buyers must think platform-first, not just channel-first. Smart programmatic planning can now reach audiences traditionally tied to linear TV through YouTube’s growing living room audience. The rise in YouTube viewing on TV sets – particularly among over-55s – means planners can now treat YouTube inventory as a complement to traditional TV buying. We’ve seen this in action with recent campaigns: Mackie’s Ice Cream successfully combined YouTube, pre-roll video and ITV to test and learn across the UK, while Lightning Fibre blended YouTube and pre-roll with premium TV environments including ITV, Disney+, Prime and Netflix.
It’s not about abandoning linear TV – it’s about integrating the journey. ITVX and Channel 4’s on-demand platforms still hold strategic value for targeting loyal broadcast audiences, especially around high-engagement events. Meanwhile, Netflix’s ad-supported tier opens up fresh inventory for brand-safe placements in premium content environments.
Media buying strategies need to account for dual behaviours: the emotional loyalty to live TV and the frictionless discovery of YouTube. Platforms like YouTube and Netflix offer precision targeting and flexible formats, but campaigns that blend these with traditional media still deliver the best of both worlds – scale and specificity.
“This shift isn’t just about the platforms – it’s about people,” says Heidi Carroll, founder of MEERKATworks.
“When I caught myself watching political, outdoor survival and techno videos on YouTube and then letting it autoplay into something totally different, I realised my viewing habits had quietly changed. And I’m not alone. Advertisers have an opportunity here: the living room screen is no longer the exclusive domain of broadcasters, but it’s also not dead. The smart money is on hybrid strategies that reflect how people really watch.”
For advertisers, this convergence means it’s time to blur the lines in planning.
The headlines may focus on YouTube overtaking ITV, but the bigger story is how all viewers – not just the youngest – are reshaping what “watching TV” means. At MEERKATworks, we see this not as a challenge, but as a creative brief: how can we show up smarter, not just louder?
The answer? Meet your audience where they are – and more importantly, how they are. It could be tuning into the 6 o’clock news, watching a football highlight on YouTube or streaming a docuseries on Netflix – the right plan doesn’t pick sides. It plans for people.
Want help building your next advertising campaign around real viewing habits? MEERKATworks can help you navigate this changing media landscape with platform-savvy planning and creative insight. Get in touch today.
Get to know us…
MEERKATworks is an independent media planning and buying agency with burrows in Edinburgh and Brighton, founded in 2005. We are award-winning experts at planning, buying and creating advertising campaigns for businesses, large and small. We excel across many sectors including Food and Drink, Education, Events, Charity and Travel and our media plans are always bespoke and carefully designed to fulfil your unique goals.
The MEERKAT team’s in-depth knowledge and expertise extends throughout the media landscape, from Digital and Programmatic to OOH (Out-of-Home), TV, Radio and Print.
As a proudly independent media agency, we relish roaming free in the wild and getting stuck into briefs of all shapes and sizes. So, why not call the MEERKATs on 01273 760 100 / 0131 295 0131 or drop us a line? We’re friendly and don’t bite… unless you’re a scorpion!