Children are turning to YouTube as soon as they power on their TVs, marking a significant shift in video consumption from laptops to living rooms.

According to an extensive study of UK viewing habits by the Communications Regulator Ofcom, YouTube stands as the most favored TV platform for Generation Alpha.

Last year, one in five young viewers, aged between four and 15, headed to this platform first. While BBC One ranked among the top five initial choices, kids had the option to select BBC iPlayer as well.

It’s not only the younger demographic that has taken to YouTube TV. An observable cultural shift reveals that viewers aged 55 and older have nearly doubled their watching time on YouTube, going from 6 minutes a day to 11 minutes last year, with an increasing percentage (42%) tuning in through television.

On average, viewers dedicated 39 minutes a day to YouTube in 2024, positioning the platform as the UK’s second most-watched service after the BBC and ahead of ITV.

For those aged 16 to 24, traditional live television earned only 17 minutes of daily watch time last year, as just 45% tuned in during an average week, down from 48% in 2023.

YouTube has emerged as a serious rival to conventional broadcasters, with half of its trending videos echoing the content typically associated with mainstream broadcasters, including long-form interviews and game shows.

The rise of YouTube poses significant challenges for public service broadcasters like the BBC, ITV, and Channel 4.

These organizations are eager to engage newer, younger demographics; however, YouTube also captures a substantial share of their advertising revenue, which raises concerns that featuring their content on YouTube may diminish viewer time on their own platforms.

“Public service broadcasters recognize this shift and will adapt to meet audiences in online environments, increasing engagement there,” a spokesperson commented. “However, more ambitious efforts are needed to ensure that public service media remains relevant and sustainable in the long term.”

Ofcom has already advised traditional broadcasters, referred to as “endangered species,” to collaborate with YouTube for greater content visibility, emphasizing the need for “fair commercial terms.”

Michael Grade, chairman of Ofcom and former Channel 4 director, proposed that the government consider new legislation requiring YouTube to feature UK public service broadcasters’ content more prominently.

Channel 4 has been among the pioneers in sharing content on YouTube, arguing that rather than detracting from their own platform, it expands their audience reach. ITV also announced a new agreement with YouTube at the end of last year.

Discussions are underway within the BBC about how much content should be uploaded to YouTube, although significant media coverage will still be featured there. Deborah Turness, head of BBC News, has informed staff that the new head of the AI department will drive a YouTube strategy aimed at younger viewers.

Weekly video viewing times remain stable, with the average person watching 4 hours and 30 minutes at home last year—down just a minute from the previous year.

Traditional broadcast content still dominates viewing, accounting for 56% of the total, although this figure has decreased from 71% in 2018.

Additionally, YouTube has become the leading online audio platform, with 47% of UK adults using it weekly, compared to 36% for Spotify. The rise of podcasts on YouTube signifies its growing influence across the media landscape.