More than one in four (28%) UK social media users say they use YouTube more than they did a year ago, according to YouGov’s annual media consumption report.
YouTube saw the biggest increase in use across all social media platforms, ahead of Instagram (25%) and TikTok (21%). Among Gen Z, this rises to 38% of respondents who report using YouTube more than a year ago.
Zooming in on the past month, 65% of all social media users have used YouTube, rising to 80% among Gen Z. The platform’s appeal is not confined to younger demographics, with a majority of Baby Boomers (53%) saying they used YouTube in the past month.
The findings mirror Ofcom’s annual report on UK media habits, which shows YouTube is becoming the first stop for younger TV viewers.
According to the research, 20% of Gen Alpha (aged four to 15) open the YouTube app first when they switch on the TV. It is now the UK’s second most-watched media service, behind only the BBC.
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Despite YouTube having a lower penetration in Britain compared to other markets (65% of Britons used it in the past month, compared to an average of 73% in the 17 markets surveyed), YouGov’s head of digital media and technology Justin Marshall says it is “certainly possible” the network has “more room for growth”, both in terms of the number of users and frequency of use or time spent on the platform.
“In 2025, the British media landscape is more dynamic and fragmented than ever before,” he says. “With content flowing across countless platforms and formats, understanding which type of media and how much different groups engage with has become essential for anyone seeking to connect with audiences in meaningful ways.”
YouGov classifies YouTube as social media, though debate continues over whether it should be seen as TV or streaming instead. In July, Barb, the UK’s industry standard for measuring viewing, began reporting TV-set viewing to YouTube channels, in what it claims is a world first. It has selected 200 of the most-watched channels to feature in its regular audience reports.
Meanwhile, Ofcom’s research finds that half of YouTube’s top trending videos now resemble traditional TV formats such as long-form interviews and game shows, positioning the platform as a direct competitor to ad-supported TV.
Overall, 70% of respondents to YouGov’s study used social media in the past month, rising to 81% among Gen Z and millennials.
By comparison, 63% watched streaming content and 59% watched live TV. Netflix leads among on-demand TV viewers, with 77% using it, followed by Amazon Prime Video (60%) and Disney+ (38%).Social media ‘most overrated’ marketing skill, study finds
Diving deeper into YouGov’s data, Facebook remains the most used social platform, with 76% of Britons saying they used it in the past month, driven mostly by Baby Boomers (83%) compared to just 58% of Gen Z.
By contrast, 41% say they use X less than a year ago, compared to just 15% who use it more, suggesting users are moving away from Elon Musk’s platform.
Similarly, 36% say they use Snapchat less than a year ago, versus 8% who use it more.
Meanwhile, four in 10 social media users say they have bought something as a result of a social ad, rising to 53% among Gen Z and millennials, signalling the effectiveness of social media advertising.
