Television viewing is spread across live channels, broadcaster on-demand services and subscription or video-sharing platforms. That shift changes how broadcasters and advertisers reach people, but it does not mean that a television set, a pay-TV subscription and linear viewing are the same thing.
What the latest UK report says
Ofcom’s Media Nations 2026, published on 29 July 2026, reports that weekly broadcast-TV reach continued to decline while more people watched broadcaster video-on-demand. Broadcaster content still accounted for most video watched in UK homes. The UK commercial TV and online video market exceeded £18 billion in 2025, with growth driven by online segments.
These findings concern the UK and the report’s measurement periods. They do not establish a global audience total or prove that every broadcaster has the same experience. Subscription take-up, viewing time, reach and revenue measure different aspects of the market.
Live and on-demand viewing serve different needs
Scheduled news, sport and other events can still attract people at the same moment. On-demand viewing lets people choose when to watch. A broadcaster can participate in both, so a fall in one measure should not automatically be read as the disappearance of its content.
Ask whether a viewing figure includes live, recorded and online viewing, which devices it covers and which age groups are measured. Comparisons become misleading when one figure describes households and another describes individual viewers.
What viewers should compare
Compare the programmes you want, live access, device support, advertising, cancellation terms and the full cost of subscriptions. A streaming service should be assessed against the actual viewing need and current terms. A large catalogue is of limited use if the titles you want are unavailable in your region.
Check whether a quoted package price includes the channels, sports or picture quality you expect. Multiple small subscriptions can add up, and rights or catalogues can change.
What advertisers should measure
Define the audience and campaign outcome before choosing a channel. Review reach and frequency across the proposed combination of broadcast and online video. Establish how the supplier handles duplicated audiences, viewability, completion and verification.
A high completion rate does not by itself establish attention or incremental sales. Compare suitable creative, the viewing context and a measurement method aligned with the business objective. Consider accessibility, including captions where appropriate.
Use forecasts as scenarios
A projection made years ago is not evidence of what happened. Use current observed data for the market and state the assumptions when forecasting future behaviour. Broadcasters, platforms and households can adapt in several ways, so avoid treating one old prediction about households abandoning television as an inevitable outcome.
