Over half of YouTube’s U.K. audience watches via a television set, according to the latest viewing habits report from U.K. ratings body Barb.
According to the report, published today, while almost half of YouTube viewing is on smartphones, tablets and laptops, 54% is on a TV set across all demographics. Barb now calls the video platform a “significant part of the U.K.’s AV ecosystem.”
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YouTube is also the fourth most-viewed navigation platform making it, in Barb’s view, as much of a “gateway to content” as EPGs on traditional cable and satellite platforms. According to the report, ITV’s average YouTube reach via a
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