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Story summary
- Barb (Broadcasters' Audience Research Board) reports that over half of YouTube's U.K. audience watches via television.
- Live TV accounts for 45% of viewing, driven by events like the Women’s Euros final.
- In 2025, 38% of total viewing was on-demand streaming.
- Twenty-six percent of children aged 4–15 start their viewing sessions on YouTube.
- Sampson, Barb's chief executive officer, says viewing habits are complex and adaptive, with live and on-demand content coexisting.
