UK consumers are now watching broadcast television mainly through apps, according to new research from TiVo.
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%).
Anne Morris recently explored how streaming platforms can drive revenue, and profitability by evolving their content and platform strategies. Discover more here.
WBD mails definitive proxy statement to finalise Netflix merger
Warner Bros. Discovery (WBD) will hold a special meeting of shareholders to vote on the merger with Netflix on March 20, 2026. In the meantime, WBD has begun mailing the definitive proxy statement to shareholders for the meeting.
Sky's talks to acquire ITV slow down
Talks by Sky to acquire ITV’s broadcast channels and streaming platform have slowed in recent weeks, according to a report by Reuters.
Bytedance pledges to rein in Seedance AI tool
Chinese technology giant ByteDance has pledged to curb its controversial artificial intelligence (AI) video-making tool Seedance, following complaints from major studios and streamers.
Digital switch-off prospect nullifies Arqiva’s value
Arqiva’s main shareholder has admitted that its holding of the transmission company might be worth nothing.
Warner Bros Discovery mulls re-opening sales talks with Paramount
Warner Bros Discovery is considering reopening sale talks with Paramount Skydance Corp, according to a Bloomberg report.
.jpg)
