UK Digital Video Viewers Forecast 2023

In the World’s Most Penetrated Market, New Viewing Habits Offer Advertisers New Opportunities

Executive Summary

By 2026, 8 in 10 UK consumers will watch digital video content monthly, the highest penetration rate in the world for the medium. The way they’re consuming it is changing, though, with ad-supported options gaining greater prominence amid the cost-of-living crisis. Marketers have new opportunities to seize.

Key Question: Which digital video platforms attract the largest audiences, and which are seeing their viewer numbers grow the fastest?

KEY STAT: This year, broadcaster video-on-demand (BVOD) viewer numbers will surpass subscription OTT (sub OTT) viewers for the first time, and that gap will continue to grow. Advertiser options will grow with it.

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Table of Contents

  1. Executive Summary
  2. Digital video viewer numbers are still rising in the UK.
  3. BVOD viewership is growing fast.
  4. BVOD will overtake sub OTT this year, as traditional TV viewing evolves.
  1. Sub OTT viewer numbers are still creeping up, as ad-supported tiers gain prominence.
  2. The digital video landscape is more crowded than ever, with new “channels” coming to the fore.
  3. The advertising opportunity is becoming less clear-cut.
  4. What should advertisers do to succeed in the changing digital video landscape?
  1. Sources
  2. Media Gallery

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Bill Fisher


Cosima Balletti-Thomas
Associate Forecasting Analyst
Angela Kim
Senior Researcher
Jennifer Merritt
Vice President, Content
Paul Verna
Principal Analyst

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