ThinkboxThe time people spend watching different video content is useful to know. But the most important analysis for advertisers is the time spent watching the advertising.
In 2025, total video advertising time in the UK reached nearly 17 minutes per person. Total TV (incl. Linear, BVOD, SVOD) accounted for 85% of this.
For younger audiences TV was still just under half of their total AV ad time.
Video sharing platform YouTube came a distant second with 12% of all AV ad viewing. Amongst 16-34s, this grows to 33%.
TikTok and other online video are minor players in the video advertising space. In fact, 16-34s spend more time with TV advertising than YouTube and TikTok's advertising combined.
This chart shows all the data. Total TV remains by far the primary means of getting AV advertising seen, whether you're 16, 36, or 56.
For more insights into 2025 viewing, watch "TV Now and Next".
For all Chart of the Month’s from the recent months, download the slides from the link above, this includes:
- January/February: We feel most relaxed when watching TV
- December: TV is the battery that charges other media
- September/October: Twice as many people trust brands advertised on TV than YouTube
- August: ‘Cheap media isn’t cheap if nobody’s watching’
- July: As your business grows, the ROI from a more balanced mix gets better
- May/June: When TV is on air, digital channel performance is uplifted by 13.7%
- April: Ads benefit from a premium environment
