Blue Tiger Engage March 2025
BT Engage: March Newsletter
Welcome to Blue Tigers monthly newsletter Engage, bringing you all the latest news, trends and updates from across the media landscape. In this month’s edition we wrap up Q1 2025 and look at all the major news stories that captured the headlines.
Netflix’s Adolescence makes TV history in the becoming the first streaming show to top the UK TV chart
The Netflix drama series Adolescence has become the first programme on a streaming platform to top the weekly audience charts in the UK.
The first and second episodes of the series held the top two spots in the week of its launch, 10-16 March, according to the ratings body Barb.
The initial episode pulled in 6.45 million viewers, while the second recorded 5.9 million viewers, beating the third-placed show, The Apprentice, by about 1.5 million.
Since launch, it has amassed 66.3 million views, making it the most-watched limited series and most-watched UK title ever through its first two weeks. The drama has been hailed as “a rich work of social critique” by The New York Times, which notes its tense storytelling, with each episode unfolding in one continuous take.
Meta Considers Subscription Model for UK Users
Meta, the parent company of Facebook and Instagram, is exploring the possibility of charging UK users for access to its platforms. This consideration follows a legal settlement concerning the use of personal data for targeted advertising. Meta may offer an ad-free subscription option, similar to models introduced in the EU. Additionally, changes to Facebook Live video policies are being implemented, with broadcasts set to be deleted 30 days after airing.
ITV and YouTube Announce New Partnership
ITV and YouTube announced a new distribution and commercial partnership which will see ITV joining YouTube’s partner programme enabling hundreds of hours of ITV programmes to be made available to viewers on the platform. ITV’s commercial team will sell the full range of advertising opportunities around ITV and ITV Studios channels on YouTube, including content both made by ITV Studios and commissioned by ITV.
Advertisers will be able to target campaigns by programmes, genre, viewer demographics and device type, among other categories.
It is part of ITV’s strategy to go beyond VOD, maximising reach and “viewing opportunities” for its content beyond linear channels and streaming platform ITVX.
Full episodes of programmes will be available, covering genres from sport to documentary, from reality to news.
This includes I’m A Celebrity… Get Me out of Here!, An Audience with Kylie, Bullseye and ITV’s long-running soaps.
Furthermore, ITV will be developing clips and fan content around its most popular shows especially tailored for the YouTube audience.
OOH hits record year in revenue (2024)
Total revenue in UK OOH grew 7.7% in 2024 to reach £1.4bn — the sector’s highest-ever year. Figures from OOH trade body Outsmart and PwC found growth was primarily driven by digital OOH (DOOH), which grew 10.2%.
Traditional OOH grew 3% last year in comparison. This means DOOH now accounts for two-thirds (66%) of all OOH revenue in the UK.
“2024 was a real milestone for OOH and we celebrate our best year,” said Outsmart chair Justin Cochrane. “Brands continue to recognise that, for broadcast strategies, OOH plays a vital role by offering unrivalled reach, creative dynamism and real-time targeting.”
2025 is expected to be one of change in the sector, with Bauer Media announcing its plan to acquire Clear Channel’s UK business. JCDecaux also recently announced it is investing in doubling its inventory in London.
TV overtakes mobile as primary device for YouTube viewing in the US
According to Neal Mohan, YouTube’s CEO, TV screens have officially overtaken mobile as the “primary device for YouTube viewing in the U.S.” In other words, more people are watching YouTube on TV sets than any other device, at least in the U.S.
Currently, users watch over 1 billion hours of content per day on their TVs. This shift is attributed to the app’s pre-installation on smart TVs and its user-friendly interface, making access easier.
YouTube offers a wide range of content, including Shorts, podcasts, live streams, and traditional TV shows, attracting an increasingly diverse audience. A notable trend involves children aged 4 to 15, who watch 45% of their YouTube content directly on TV screens.
Additionally, YouTube TV has surpassed 8 million subscribers, while YouTube Premium and YouTube Music subscriptions have exceeded 100 million. Looking ahead, YouTube plans to further enhance the TV app experience and introduce new benefits for Premium subscribers.
Sources:
Netflix.com
theguardian.com
ITV.com
Themedialeader.com
