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.
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