For the first time, Netflix has overtaken the BBC as the service UK viewers turn to first when deciding what to watch, according to Ofcom’s latest Media Nations report. It’s a significant milestone that highlights how viewing habits continue to shift towards streaming services, even as traditional broadcasters remain hugely popular.

The report found that 26% of UK viewers now say Netflix is their first choice when looking for something to watch, narrowly ahead of the BBC on 25%. ITV is some way behind, with 15% naming it as their first destination. While the margin between Netflix and the BBC is small, it is the first time a streaming platform has topped the survey.

However, these figures don’t mean Netflix has become the UK’s most-watched television service.

First Choice Doesn’t Mean Most Watched

Ofcom’s survey asked viewers which service they instinctively go to first when deciding what to watch. It isn’t a measure of total viewing hours.

In fact, the BBC still accounts for the largest share of video viewing in the UK, with around 18% of all viewing, while Netflix accounts for around 9%. This reflects the BBC’s strength in live television, news, sport, entertainment and national events, alongside its extensive on-demand catalogue on BBC iPlayer.

In other words, people may open Netflix first to browse for a film or drama, but they still spend a considerable amount of time watching BBC channels and programmes.

Why Has Netflix Pulled Ahead?

Netflix has spent years investing billions in original content, with international hits attracting audiences across the globe.

According to Ofcom, Netflix occupied the top two positions for the UK’s most-watched programmes during 2025, helped by major titles including K-Pop Demon Hunters and Adolescence. These high-profile exclusives encourage subscribers to head straight to Netflix whenever they’re looking for something new to watch.

Its recommendation system, personalised home screen and large library of exclusive content also make it easy for viewers to discover something they want to watch quickly.

The BBC Is Far From Finished

Despite losing the “first choice” crown, the BBC remains one of the strongest broadcasters in the UK.

Ofcom notes that the BBC has already claimed eight of the ten most-watched programmes of 2026, demonstrating that public service broadcasting continues to produce some of the country’s biggest television events. Popular dramas, live sport, news coverage and major entertainment shows still attract millions of viewers.

The BBC also benefits from offering a wide range of content free to UK licence fee payers, something subscription services cannot match.

Streaming Continues to Grow

The report also shows that streaming is becoming an increasingly important part of everyday television viewing.

Interestingly, broadcaster-owned streaming services such as BBC iPlayer, ITVX, Channel 4 Streaming and 5 were the fastest-growing television category, increasing viewing by around 9% year-on-year. This suggests that traditional broadcasters are adapting successfully by making more of their content available on-demand.

Meanwhile, YouTube continues to grow as more viewers watch online video on their televisions rather than on phones or tablets.

What It Means for the Future

Netflix overtaking the BBC as viewers’ first choice is undoubtedly a symbolic moment. It reflects changing habits, particularly among younger audiences, who are increasingly accustomed to choosing exactly what they want to watch, whenever they want to watch it.

But it doesn’t signal the end of traditional broadcasting.

The BBC remains the UK’s most-watched broadcaster overall and continues to dominate live events, news and many of the country’s biggest television programmes. Rather than replacing broadcasters, streaming services are increasingly sitting alongside them, giving viewers more choice than ever before.

The latest Ofcom figures show that the television landscape is continuing to evolve. Streaming services may now be the first stop for many viewers, but public service broadcasters remain a vital part of how millions of people in the UK watch television.