UK media & agencies round-up: trends and insights 2025

In this round-up, we explore key trends across streaming, advertising performance, digital behaviour, and seasonal consumer interest — all supported by YouGov research from the year.

Media consumption and streaming trends

Streaming continues to dominate UK’s media landscape. In 2025, 77% of Britons say streaming has replaced traditional music TV channels in their lives. When asked how often they stream content, a third (32%) of Prime Video subscribers say they watch once a week, while 72% of Netflix subscribers watch 2-3 times a week.

In 2025, top streaming titles reflect both nostalgia and newer releases. For example, in September and October, Friends, The Big Bang Theory, and Wednesday were among the most streamed shows in the UK. 

Facebook and YouTube lead as top platforms for live streaming in Britain, with 33% watching for real-time access to breaking news and a quarter of viewers (25%) watching live to follow official events such as sports.

Audio preferences vary by content. According to YouGov data, weekly podcast listeners (47%) outnumber weekly audiobook listeners (35%), showing that podcasts are consumed more regularly.

Ad performance and brand perception

Throughout 2025, YouGov has tracked the brands gaining the most ground in Ad Awareness. Advertisers of the Month have included Cadbury Creme Egg, Gillette, and WeBuyAnyCar.com in February, Amazon, McDonald’s, and Lynx in July, and Vinted, Polestar, and TikTok Shop in October.

Alongside performance, brand trust remains an important issue. So how can brands rebuild consumer trust? YouGov research shows that brands can do so through public accountability, improved customer service, and transparent messaging.

Sponsorships continue to play a strategic role in brand-building. YouGov BrandIndex analysis suggests that the impact of sponsorship goes beyond awareness, influencing Buzz, Impression and Satisfaction.

Ad channels and tech platforms

Digital channels continue to evolve, reshaping how audiences interact with content and ads. Podcast preferences are shifting toward video-first formats, particularly among younger users who are increasingly consuming podcasts via YouTube and short-form platforms.

Generative AI platforms are emerging as new ad environments. A fifth of Britons (21%) using generative AI like ChatGPT are fine with ads if it keeps tools free. Britons more likely to find search engine AI summaries trustworthy than not — with younger demographics slightly more receptive than older ones.

Mobile app engagement also continues to rise. Research shows that most adults in every age group have downloaded between 10 and 30 apps. This includes 39% of Gen Z, 45% of millennials, 46% of Gen X, and 45% of baby boomers.

Seasonal campaign opportunities

Seasonal moments remain a strong focus for media planning and brand activation. In 2025, Halloween maintained a split in engagement levels, with half of the respondents saying they celebrate Halloween. At Christmas, financial caution is noticeable — 27% of Britons said they plan to spend less on their holiday meals this year.

Interest in Black Friday remains relatively high, but there is a decline with 35% saying they feel less interested than in previous years.

Download the full report on Britain’s appetite for Black Friday and Cyber Monday sales.

Other cultural and commercial milestones also remain relevant. Mother’s Day and Easter saw broad consumer participation in 2025, with many Britons opting for gifting flowers (34%) and chocolate eggs (54%), respectively.