Recent Ipsos iris data shows that there was a surge in audiences viewing broadcaster content on YouTube in May.
According to UKOM's analysis, nearly one in three internet users watched BBC, ITV, Sky, or Channel 4 content on YouTube via smartphones, tablets, or computers last month. The BBC topped the group with 9.6 million YouTube viewers (reaching 19% of users), closely followed by ITV with 8.8 million viewers (17%), while both Sky and Channel 4 each attracted 6.7 million viewers. Despite the BBC's greater audience size and number of views, ITV & C4 content kept viewers engaged for longer, as their average viewing time per video was higher.
Major programming on the BBC and ITV in May included the Eurovision Song Contest, the FA Cup, and Britain's Got Talent Final. Channel 4 featured The Piano and Virgin Island, while Sky aired the culmination of the Premier League. Combined, the YouTube content from these four broadcasters reached 16.5 million people in May, an increase of 1.9 million compared to April.
By tracking digital content on platforms such as YouTube, Ipsos Iris enables media owners to not only benchmark their performance against competitors and monitor progress over time, but also to identify which distribution strategies are most effective at engaging new audiences and expanding their overall reach.
