EXCLUSIVE: YouTube has continued to upend the natural order of UK television by overtaking the BBC on a key measurement of audience reach, according to an analysis by Deadline.
In an unprecedented moment, YouTube passed the BBC in monthly audience reach figures published by Barb, the UK’s official ratings body. The Google-owned video platform began being measured by Barb in the final three months of 2025, and in each of those months, its reach was higher than that of all BBC television channels combined.
It is a nuanced picture, however, and Barb’s figures offer just one measure of reach. On others, the BBC remains comfortably ahead of YouTube, but for the broadcaster to be supplanted on even a single metric is notable, given its decades-long dominance in Britain.
Barb’s figures, published on its website, showed that YouTube had a reach of 51.9M viewers in December, more than a million ahead of the BBC’s equivalent figure of 50.8M. Barb’s audience reach figure measures the number of people who watched a television service for at least three consecutive minutes in a month across TV sets, smartphones, tablets, and personal computers.
The last time the BBC’s three-minute monthly reach was higher than what YouTube achieved at the backend of last year was in December 2024, when hits including Gavin & Stacey: The Finale lifted the corporation’s audience to 52.7M. The table below shows how YouTube is comfortably ahead of other major services, including ITV and Netflix.
“These figures show the relentless rise of YouTube, and I should think it’s the first time [the BBC has been overtaken],” said Stephen Price, one of the UK’s most highly-regarded experts on TV viewing habits.
YouTube’s growth has been propelled by viewers accessing the platform on internet-connected televisions, putting it in direct competition with the traditional networks and premium streamers. Content creators, such as the Sidemen and Mr Beast, are increasingly making high-end videos that can compete with TV. The trend was a major talking point of 2025, with network executives and lawmakers attempting to wrestle with YouTube’s significant influence.
In a keynote speech at the Royal Television Society’s Cambridge Convention last September, culture secretary Lisa Nandy said the government is prepared to change legislation to ensure that YouTube carries public service content prominently. YouTube said this would be “premature” at a time when it is talking to public service broadcasters about potential partnerships.
The BBC, meanwhile, pointed to other viewing figures showing that it remains top dog. The corporation prefers a 15-minute measure of audience reach, as opposed to the three-minute data published by Barb. The BBC’s average 15-minute reach was 47M last year, compared with 40.8M for YouTube, per figures supplied by the corporation.
The BBC’s position is that three-minute figures give too much weight to short-form content, with its preferred measure better reflecting how traditional TV content is consumed. Furthermore, when you isolate just TV set viewing, the BBC’s audience reach was 50M in December, 12.5M viewers ahead of YouTube’s reach of 37.5M, according to Barb.
A BBC spokesperson said: “The UK watches significantly more BBC TV than that of any other provider. In 2025, UK audiences watched 351M hours on the BBC each week, which is far ahead of anyone else. When we focus on reach, we look at a minimum of 15 minutes as an appropriate measure for long-form content and by that measure the BBC continues to lead the way.”
‘Stranger Things: Season 5′
Courtesy of Netflix
Elsewhere, Barb’s three-minute figures showed that Netflix had its best month on record in December, no doubt propelled by the final season of Stranger Thingswhich was released in three instalments. Netflix’s reach of 47.1M viewers last month means that the streamer is now consistently ahead of ITV after overtaking the UK network in April. Netflix has steadily grown its audience since October 2022, when its reach stood at 41M.
Disney+ also had its best month on record, with series such as Bluey proving to be consistent draws on the service. Its reach of 29.2M in December was an outlier in what was a pretty flat year for Disney+.
