A recent study by Barb Audiences has shown that televisions have overtaken laptops, tablets, and smartphones as the primary way for people in the UK to watch YouTube, marking a significant shift in viewing habits. More than half of all YouTube viewing via domestic Wi-Fi now occurs on traditional TVs, highlighting the platform's establishment as a staple in living rooms across the country. This trend underscores the continuing importance of televisions in an era dominated by mobile devices.

The research indicates that YouTube's audience remains predominantly young, especially amongst children, raising concerns about the platform's influence over children's programming and the content it promotes through its algorithm. Nonetheless, the study also points out that as the preference for watching YouTube on TV grows, it is becoming the first-choice device among older demographics as well. It is particularly noteworthy that, by the end of 2024, all age groups, including the younger audience aged 16 to 34, will have shifted their viewing preference to TV.

Interestingly, while the rise of YouTube on TV is evident, traditional television viewing is not on the wane. The Barb data reveals that live television still constitutes a significant 45% of viewing time, suggesting a balanced coexistence between old and new forms of media. This scenario reflects a broader evolution of media consumption habits in the UK, where viewers are increasingly comfortable with blending traditional TV and online platforms in their viewing experiences.