London, UK — Pixability (, the provider of software and insights for video advertising on YouTube and other leading Connected TV (CTV) platforms, today announced the release of a new study — “How We Watch Now: UK Consumer Streaming Habits on YouTube and Other Connected TV Platforms.” The study, based on a survey of UK adults over the age of 18, examined trends in traditional and connected TV viewership, along with content consumption preferences and use of major streaming platforms.

While 64% of UK adults subscribe to traditional TV right now, the Pixability survey found that number will drop to 33% within the next few years. Among those who will be leaving traditional TV, more than half (54%) will do so within the year, demonstrating that the move away from traditional TV is accelerating. Among the 33% of adults who say they will still have traditional TV in a few years, the highest concentration of these consumers is over the age of 65.

The shift away from traditional TV towards streaming CTV viewership was apparent in other key findings of the study. According to the survey, YouTube viewers are now almost as likely to be watching YouTube on their TV as they are on their mobile device. 77% of UK adults who watch YouTube do so on their TV, making it the 2nd most popular device behind mobile (83%).

“While we’re all aware of the shift from traditional TV to connected TV, this study revealed that the shift is accelerating faster than many people suspected,” said David George, CEO of Pixability. “As this shift continues, YouTube’s viewership on TV screens is growing exponentially in the UK and it has become the top ad-supported platform to reach a CTV audience — and a new mainstream option for TV advertisers.”

Other major findings of the study include:

  • YouTube has a greater reach than any other streaming platform, reaching 94% of UK adults
  • Consumers 18-44 spend roughly an hour a day on YouTube and consume multiple categories of content — over 14 categories on average
  • 90% of the combined Gen Z and Millennial audience in the UK now watch YouTube on TV screens

About Pixability

Pixability is a technology and data company that empowers the world’s largest brands and their agencies to maximize the value of video advertising on YouTube, YouTube on TV, Amazon Fire, Roku and Hulu. The company’s industry-leading optimization and insights solutions are independently verified by the YouTube Measurement Program, DoubleVerify, Oracle Data Cloud’s Moat Measurement, Integral Ad Science and other third parties. Pixability’s suite of solutions are used by the top media agencies and brands including Dentsu-Aegis, Havas, Interpublic Group, Omnicom, Publicis, and GroupM, as well as Swatch, Bose, KIND, Hilton, Jack in the Box, and Puma. For more information about Pixability, please visit


Alex Levy