Ofcom have released their annual Media Nations report that looks at consumer behaviour and key trends in the media sector.  Link to the full report is here.  We asked our very own James Budden, AV Account Director, and Jonny Owen, Media Account Manager, for their thoughts on this year’s report from a TV and Audio viewpoint…

 

 

James Budden –

“It’s that time of year again… the latest Media Nations report from Ofcom is out.

 

The biggest headline for me? Netflix has overtaken the BBC as the UK’s first choice when people switch on their TV. Ten years ago, that would have been almost impossible to imagine and is a real blow to legacy broadcasters. That said, I don’t think it’s quite as simple as “Netflix wins”. There’s a strong argument that discoverability plays a big part here. Netflix comes pre-installed on the vast majority of Smart TVs and is often given pride of place on the home screen, where nearly all viewing journeys begin. It’s the modern-day equivalent of sitting at the very top of the EPG.

 

A few other key takeaways that stood out to me:

 

– The TV set is now the most popular device for watching YouTube in UK homes (we are seeing this in plenty of our own campaigns here at Mostly Media).

– Younger audiences are increasingly platform-agnostic, moving seamlessly between broadcaster streaming services, subscription platforms and online video.

– Live events continue to bring audiences together at scale, from major sporting moments like the FIFA World Cup (don’t want to talk about it) to entertainment hits such as Celebrity Traitors (some of the best TV ever made).

– Broadcasters remain resilient, continuing to deliver scale, trust and premium content that UK audiences value.

 

The drum we’ve been banging for years remains just as true today. TV campaigns are no longer about choosing between linear TV, BVOD, YouTube or premium streaming – they’re about understanding how they work together. The future of AV planning isn’t channel-first, it’s audience-first. Consumers don’t think in terms of platforms; they simply seek out the best content, wherever they find it. Our job is to understand where those audiences are, how they consume content, and how different channels complement one another to deliver the best outcomes for our clients. That’s exactly how we’ll continue to plan.”

 

 

Jonny Owen –

“Audio, it turns out, isn’t shrinking into the background – it’s expanding.

 

Ofcom’s latest Media Nations report shows that 93% of UK adults listen to some form of audio every week. Live radio alone still reaches almost nine in ten – hardly the picture of a medium fading away.

 

What has changed is the number of ways people listen.

 

Radio still dominates in the car, accounting for 69% of audio time there. Podcasts now reach 27% of adults every week, with 25–34s particularly drawn to speech-based content. Meanwhile, digital audio advertising spend reached £317m in 2025.

 

For advertisers, that creates far more than one audio opportunity.

 

Radio can deliver broad reach quickly. Podcasts offer trusted voices and highly engaged communities. Digital audio adds sharper targeting, greater flexibility and the ability to reach listeners around specific behaviours and moments.

 

And those audiences are rarely exclusive to one format. The same person might hear a radio ad on the drive to work, stream music during the working day and put on a podcast that evening – I have just described myself.

 

The formats may be changing, but audio’s ability to travel with its audience remains one of its greatest strengths.”

 

 

If you’d like to discuss further, get in touch with the team.