How can traditional British TV survive the US streaming giants

Flash forward to switching on the television in 2035 and there will of course have been certain technological transformations – perhaps more immersive viewing experiences or some shows viewed through augmented reality glasses. What's highly likely, though, is that the communal big screen will still be a staple, (albeit probably voice-activated by then).

It's a shift that has already begun with YouTube viewers changing their viewing habits and moving to the bigger screen. In 2024, for the first time, TV sets were the most-used device for watching content on the video sharing site at home, according to recent data from Barb Audiences. In all, 41% of YouTube viewing was done on TV sets, ahead of 31% on smartphones.

With YouTube an apparently unstoppable force, in ten years' time it could well become the go-to viewing for the majority.

"We are likely to continue to see a shift in the share of viewing time and advertising revenue towards globally-scaled players and user-generated content platforms like YouTube and TikTok," all within the next five years, according to Kate Scott-Dawkins, Global President for Business Intelligence at media investment company Group M.

There'll also likely be Netflix, Disney, Apple, Amazon. In other words, the global players, based in the US, many of which also have other revenue streams (whether parks, computer hardware or a vast shopping platform).

Kate Scott-Dawkins tells me the UK broadcasters are facing what could be an "existential" battle against US-based media companies with "wildly different business models".

The shift to streaming TV has, she says, "enabled large globally-scaled players to get even bigger and pour money into content that they can put in front of worldwide audiences".

The "big players with big pockets" already pay for a bespoke button on certain remote controls, or their own content tile front and centre on the homepage on smart TVs.

Ms Scott-Dawkins believes that in the future it will be "a position of strength" to own the operating systems themselves, as well as the media that people are watching on them. Examples include Apple showing its films and television series on Apple TVs and iPhones, or Amazon showing its own productions via its Fire devices, or Google through its own computers and phones.