Netflix surpasses BBC One as the UK’s most popular TV service

Netflix has achieved a significant milestone by surpassing BBC One to become the most-watched TV service in the UK during the final quarter of 2024.

While the BBC remains the nation’s overall favorite source for news and entertainment, this marks a notable shift in viewer preferences, highlighting the growing dominance of global streaming platforms over traditional broadcasters.

Netflix’s rise to the top underscores its unique advantage as a global streaming platform. Unlike national broadcasters, which primarily cater to local audiences, Netflix leverages its international reach to produce and share content across borders. This strategy, described by CEO Ted Sarandos as creating content “from anywhere in the world to the rest of the world,” allows the platform to offer a diverse library that appeals to a wide range of viewers.

Hollywood productions have long been a cornerstone of Netflix’s global appeal, but its investment in non-English content, such as Korean dramas, has also been instrumental. In January 2025, the platform’s most-watched shows in the UK included a mix of U.S. and Korean series, such as the highly anticipated second season of Squid Game.

Netflix’s influence is being felt across Europe, where it is reshaping media systems and audience behaviors. A survey of viewers aged 16 to 34 in Denmark, Germany, Italy, and the Netherlands found that Netflix was the most popular platform for long-form content, far outpacing local broadcasters.

Commercial broadcasters in Europe are struggling to compete. By the end of 2024, the collective market value of major European broadcasters in countries like France, Germany, Italy, Spain, and the UK was just 5.6% of Netflix’s valuation. Public service media, including the BBC, are also facing challenges in retaining younger audiences.

Netflix has been investing heavily in European content, spending more on international programming than U.S. productions for the first time in 2024. In the UK alone, the platform has invested over $6 billion since 2020. While this influx of funding benefits domestic creative industries, concerns remain about the platform’s influence over local storytelling.

Netflix’s commissioners often tailor local productions to suit global audiences, which may diverge from the narratives that public broadcasters, such as the BBC, would prioritise. This raises questions about the role of streaming platforms in shaping cultural narratives and the long-term implications for national self-representation.

The EU has implemented regulations requiring streaming platforms to include at least 30% European content in their catalogs, but public service broadcasters may need additional support to compete with streaming giants. The UK government has limited control over the ownership and influence of platforms like Netflix.