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YouTube vs. Traditional TV in the UK

What YouTube's Growth Really Means for TV, and How Marketers Can Respond

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About This Report
YouTube is pulling close on reach, but traditional TV still delivers stronger engagement. As viewing shifts across screens, marketers face a growing tradeoff between scale and attention, and they must rethink how YouTube and TV fit together in video plans.
Table of Contents

YouTube now rivals traditional TV for reach, but it’s some way behind on engagement. This report digs beneath the recent sensational headlines to examine how shifting viewership habits, screen use, and attention levels will reshape video ad strategies.

Key Question: What do recent headlines about YouTube beating the BBC for viewers really mean for marketers?

Key Stat: YouTube viewer numbers are getting close to total live TV viewers, but daily time spent with TV beats out YouTube time by over an hour.

authors

Bill Fisher

Contributors

Erika Huber
Director, Report Editing
Sakina Thanawala
Copy Editor
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Paul Verna
VP, Content

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