Netflix Surpasses BBC1: A Turning Point in UK TV Viewership Trends

For the first time ever, Netflix has surpassed BBC1 as the most-watched TV service in the UK for three consecutive months in 2024. This milestone is seen as a pivotal turning point in the competition between traditional broadcasters and U.S.-based streaming platforms. The BBC, however, downplayed the comparison, arguing that juxtaposing Netflix's vast catalog with a single channel is "meaningless." The broadcaster emphasized its broader portfolio, which reportedly attracted twice the number of viewers as Netflix.

"To compare a single broadcast channel with an entire SVOD service is meaningless in an on-demand world. We are digital first, and nearly all our comedy and drama is released as a day-one drop on BBC iPlayer. The BBC portfolio is almost twice the size of Netflix over the year and bigger than all SVODs combined. BBC iPlayer is the fastest-growing TV streaming service in the UK," said a BBC spokesperson.

According to Data from BARB, the UK's official ratings body, Netflix overtook BBC1 in audience reach during September, October, and November 2024. During this period, Netflix's monthly average audience reach was 43.2 million viewers, slightly ahead of BBC1's 42.3 million. However, BBC1 regained its lead in December, recording 48.4 million viewers compared to Netflix's record-high 46.4 million. BBC1's December resurgence was attributed to holiday programming, including popular titles like Gavin & Stacey and Wallace & Gromit: Vengeance Most Fowl.

Netflix has consistently outperformed ITV1, the UK's second-largest TV network, since March 2023, with one notable exception: ITV1 briefly overtook Netflix during Euro 2024 before its audience numbers declined in August. Audience reach, defined as the number of individuals watching a service for at least three consecutive minutes per month, serves as a key metric in this analysis. However, despite Netflix's achievements, traditional broadcasters emphasize other metrics that favor their platforms. For instance, ITV reported 12.3 billion viewer hours in 2024, significantly higher than Netflix's 8.7 billion. These figures suggest that while Netflix excels in monthly reach, legacy broadcasters retain dominance in total viewing hours.

The shift in viewing habits also highlights the challenges faced by linear TV. BBC1 and ITV1, long-standing leaders in the UK television landscape, have experienced audience declines as viewers increasingly turn to online platforms. Both broadcasters have adapted by prioritizing digital-first strategies, often premiering key shows on iPlayer and ITVX before traditional broadcasts.

Netflix's strategy also focuses on comparing its performance against portfolios of channels rather than individual networks. In this context, the BBC's suite of channels-including BBC1, BBC2, BBC3, BBC4, and BBC News-remains dominant. The BBC's total audience reach in December 2024 was 52.7 million, well above Netflix's 46.4 million. However, Netflix has consistently outperformed portfolios like Channel 4 and Channel 5/Paramount and is nearing parity with ITV's portfolio.