2025 TiVo UK Video Trends Report Now Published

TiVo has released its 2025 TiVo UK Video Trends Report calling for established broadcasters to keep innovating to meet UK audience's evolving digital habits.

For the first time, the report reveals more than half (52.7%) of broadcaster television content is being watched via apps rather than traditional over-the-air transmission (48.3% now over-the-air, down from 52.9% last year and 61.2% in 2023)—marking a major shift in how audiences access and engage with major UK TV channels.

This milestone comes as the UK’s television landscape undergoes major change, with evolving TV licence models, Ofcom Media Act regulations rolling out and the longer-term transition away from digital terrestrial television (DTT) on the horizon. Established broadcasters (e.g., BBC or BBC iPlayer, Channel 4 or All 4, ITVX) are captivating almost a third of daily UK viewing already but need to keep audiences entertained with choice and convenience. Almost two thirds (64.2%) of UK viewers use more than one app in a typical viewing session and nearly half (48.6%) find the process frustrating.

Meanwhile, free, ad-supported AVOD/FAST services (e.g., Pluto TV, Tubi) continue a rapid ascent, with 52.5% of UK viewers now using them, a 10% year-on-year increase. Complementing this, Smart TV ownership has climbed to 80.9% (up from 76.5% in 2024), and nearly one in five households (19%) plan to purchase a new Smart TV before the end of the year, indicating that consumers increasingly value built-in streaming apps, user-friendly interfaces and connected ecosystems.

Additional 2025 TiVo Video Trends Report: United Kingdom Highlights
SVOD habits shift amid cost pressures: 84.5% of respondents use at least one SVOD service such as Netflix and Prime Video (up from 81% in 2024), with nearly half now subscribing to ad-supported tiers (up from 37% in 2024). Although, 40.6% say they’re likely to cancel an SVOD service within the next six months (increasing 6% from 2024), with the most common reason that they only subscribed to watch a specific programme (24.5%), showing the need to keep audiences engaged with additional relevant content.

Local content is a powerful draw: Nearly 75% of daily content consumed is UK-produced, including a growing share of hyper-local programming that makes up about an hour of viewing every day.

In-car video viewing continues to rise: 34.2% of respondents now watch video in-car (up from 30.5% in 2024), mostly on smartphones or tablets, signalling how mobility is becoming a new frontier for video consumption.

Pay TV remains resilient: 25% of viewers plan to cut the cord within six months, but 31.3% of current Pay TV users have previously unsubscribed and later rejoined (up from 27.7% in 2024), showing that live and bundled content continues to hold value for those seeking convenience and comprehensive access.

Ready to shop from the sofa: Almost half (49.6%) of UK consumers are open to buying something directly from the TV screen, opening new revenue and brand loyalty opportunities for advertisers and retailers.

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