What Does the Future of UK TV Look Like?

We analysed UK TV trends and surveyed 2,000 Brits on streaming, TV licences and viewing habits to predict the future of TV.

Television is a key staple of British culture, but the way Brits watch TV is changing fast. As audiences migrate to streaming platforms such as Netflix and Amazon Prime, production spending of big UK TV channels is showing a decline. On top of this, the rise of short form media platforms such as TikTok, which now boasts over two billion users worldwide, has put traditional TV in a position where it must compete for the attention of viewers it once easily commanded.

To find out more about what the future of TV looks like in the UK, online slots site Betway has carried out a two-part study into our TV consumption and viewing habits.

First, we surveyed 2,000 Brits to see how people are watching their shows in 2025, with insights such as attitudes to streaming costs, how long it takes to decide which show to watch, and the platforms they choose to view them on. Secondly, we’ve analysed historical viewing figures across a selection of the most popular British TV shows, predicting how television audiences may grow or shrink in the future – and for some, when they will die out completely.

TV vs Streaming Platforms

With more than 27 million homes owning a TV in the UK, it’s clear that television still holds a central place in our daily lives and living rooms, but how we use these screens has shifted dramatically in the previous decade.

Our survey found that one in five Brits (21%) exclusively use streaming platforms for entertainment, while over two-fifths (42%) watch a mix of both traditional TV (such as cable or satellite with scheduled programming) and streaming services.

With the rise of platforms like Netflix, Amazon Prime, Now TV, and Paramount+ in recent years, over half of Brits (57%) believe that traditional TV will be completely dead by 2050. It’s a bold prediction, but one that reflects growing confidence in digital and on-demand platforms taking the lead. With more people choosing what to watch, when to watch it, and on whichever screen they like, the idea of tuning in at a set time is starting to feel like a thing of the past.

However, a significant one-third of the population (33%) only tunes in to traditional TV, suggesting that the traditional ways aren’t dying out quite yet.

 
While all age groups are utilising television and streaming services, our research shows that older generations are sticking to traditional means the most, with 42% watching standard, traditional TV. In contrast, the only age group where streaming dominates is 25 to 34 year olds, with 31% saying they watch TV shows exclusively through streaming platforms.

The Cost and Quality of TV Today

While standard television is free to watch after paying for a TV license, plenty of us want access to shows exclusive to certain streaming platforms, but these come at a cost. For those wanting to watch shows such as Squid Game or Arcane on Netflix, fans need to spend the standard £12.99 a month. For access to The Boys or Invincible, viewers will need to fork out £8.99 per month on Amazon Prime Video, and that’s still with ads.

While streaming services increase in price, 43% of us feel that they aren’t worth the money. Since launching in 2012, the cost of a standard Netflix subscription has risen by 83%, meanwhile Amazon Prime Video has seen a 94% price increase over the past decade. Despite growing frustration, people are still paying. Netflix alone boasts over 300 million paid subscribers worldwide, showing that while dissatisfaction rises, most haven’t cancelled just yet.

As streaming services grow, the traditional TV model and the licence fee that funds it is clearly in decline. At the end of 2024, there were just under 24 million TV licence fee-payers in the UK, down over 400,000 from the year before.

In fact, our survey found that almost two-thirds of Brits feel that the TV licence isn’t worth it anymore, with 56% admitting they have no clue where that money actually goes. One major complaint in particular is that TV shows on traditional TV repeat formats too often, with 66% saying so.

How long do Brits spend watching TV

With so much choice, deciding what to watch, both on a streaming service and on regular TV, is a task in itself. On average, Brits are spending around 12 minutes figuring out what they want to watch, with those using streaming services taking 13 minutes on average compared to just under 12 minutes for regular TV.

If you’re settling down to watch a TV show five times a week, that’s just over an hour of decision time wasted on finding something to watch, or around 54 hours per year – equivalent to two full days!

When it comes to how long we spend watching TV, the average Brit watches just over five hours of traditional TV a week, and clocks in a further four and a half hours on streaming services. With an additional two and a half hours for on-demand catch-up services like BBC iPlayer, that’s just over 12 hours of watch time, proving that Britain is still very much a nation of television lovers. This equates to 637 hours per year (or a whopping 26 and a half full days).

Men are watching more television than women, with a combined total watch time of 13 hours across traditional TV, streaming and catch-up services, compared to just under 11 spent by women. When it comes to generational differences, those aged 65 and over are clocking in an impressive 14 hours per week. In contrast, those aged 35 to 44 are watching television the least, with just under 10 hours of watch time.

TV and streaming are still pulling big viewership numbers, especially for live events, sports, or dramas, but the rise of creators, viral trends, and personalised feeds on social media is also pulling our attention towards smaller screens. On average, we are looking through our TikTok feeds for just over an hour a week, with men scrolling through their feed for a quarter of an hour more than women. For those who prefer watching YouTube content, Brits watch an average of two hours worth every week on the platform. 

The Future of UK TV shows

We’ve looked at historical viewing figures of some of Britain’s favourite TV shows to find out when they’re expected to end. Looking ahead, the future of UK TV is shaping up to be a tale of two trends, with some long-time favourites on the decline and newer hits rising through the ranks.

The top 10 TV shows expected to end the soonest due to falling viewerships

Three of the most popular British soaps are due to end by 2072

Soaps like EastEnders, Coronation Street, and Emmerdale have all experienced notable drops in viewership over recent years. For example, EastEnders has seen one of the steepest declines, with a consistent downward trend that suggests we’ll say a final goodbye to the series in 2037.

Emmerdale is close behind with trends pointing to an end date of 2039 due to declining viewership, which was at just under 4 million last year. Coronation Street may last a little longer, with figures indicating it could wrap up by 2072. Since 2020, Corrie has had a 38% decrease in viewers, dropping from 6.88 million to 4.3 million. Although these shows were once the backbone of British evening television, they now face the challenge of keeping audiences engaged.

Strictly Come Dancing and British Bake Off are expected to see their audiences grow

That said, not everything old is fading. Strictly Come Dancing, Dragon’s Den, and Gogglebox are still holding strong, proving that familiar formats can continue to thrive as long as they stay relevant and engaging. Strictly Come Dancing, in particular, seems to be benefiting from its broad appeal by mixing beloved celebrities, engaging performances, and an inclusive atmosphere that resonates with multiple generations, resulting in an average 8.2 million viewers throughout 2024.

Shows like Love Island, I’m a Celebrity…Get Me Out of Here!, and The Great British Bake Off are also showing strong upward momentum in viewership. Whether it’s the villa drama, jungle antics, or a perfect Victoria sponge, these series continue to strike a chord with audiences and are predicted to keep growing in viewership.

Why are our favourite TV shows changing?

A potential reason for this shift is changing viewer habits, with fewer people tuning in at set times, especially younger demographics who prefer on-demand content. The storylines, while once shocking, may also be starting to feel repetitive or out of touch in a world where audiences expect a faster pace, more diverse characters, and higher production values. As entertainment consumption shifts to streaming and binge-worthy formats, the slow-burn nature of traditional soaps may no longer fit how people want to watch.

The future of UK television will likely belong to the platforms and programmes that can evolve, stay relevant, and connect with audiences. Whether that’s a high-stakes reality show or a perfectly timed Bake Off finale, the race for our attention is on.

Methodology

To find out the state of television culture in the UK, we conducted a survey of 2,035 UK residents over the age of 25.

Using a seed list of 19 popular British TV shows, we analysed historical annual viewership data from the year each show first aired. By applying a prediction formula to these trends, we were able to forecast how their viewing figures are likely to evolve and estimate when certain shows may decline to the point of going off air entirely.