Apps become most popular way to watch TV

TiVo’s Q2 2025 Video Trends Report: United Kingdom found that over 80% of the country’s respondents now own a smart TV, and that apps are now officially the preferred way for watching TV. This marks the first time the figure has surpassed the 50% mark.

“This milestone highlights a significant shift in viewer preferences, as for the first time, less than half of broadcast television was reported as watched via over-the-air transmission,” stated the report.

According to the research, the proliferation of smart devices and streaming platforms has made app-based viewing more accessible and attractive to audiences.

The report also found that free ad-supported video on demand (AVOD) and FAST services have experienced notable growth, with more than half of respondents reporting usage of at least one platform.

Similarly, the popularity of lower-cost subscription video on demand (SVOD) options featuring advertisements continues to climb. Nearly half of all respondents across SVOD services now opt for ad-supported versions, reflecting a growing tolerance for ads in exchange for more affordable access.

The report also found that video is no longer confined to the living room. Over a third of UK respondents now stream content in vehicles (34%), up sharply from two years ago (29%).

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