UKTV's digital strategy reaps rewards as it doubles views to U streaming service in two years

16/01/2025

UKTV more than doubles views to its free streaming service U in just two years ( 109% Jan 23 - Dec 24)

In 2024, U grew direct to consumer views by 34%, active users by 21% and added over 2000 hours of new content

UKTV also saw total viewer minutes to its VOD content across its free and pay platforms grow by 40%* in 2024, outstripping its competitors and resulting in UKTV having the fastest growing on demand presence in Britain

In linear, UKTV's Share of Commercial Impacts (SOCI) held strong at 8.79%

The Marlow Murder Club, UKTV's first original commission for U&DRAMA, was watched by 2.6m, making it the network's highest rating show of 2024 and UKTV's biggest launch in over 10 years

UKTV's digital first strategy has delivered strong VOD growth following the BBC Studios-owned broadcaster's decision to unite its channels and streaming service under new U masterbrand and to combine its previously separate linear and VOD divisions.

In 2024, UKTV saw views to its free streaming service U grow by over a third (34%) resulting in the service doubling direct to consumer viewing in just two years. 2024 also saw U's active users increase by 21% and content on the service bolstered from 7000 hours to over 9000 hours. In addition, UKTV achieved record growth to its VOD content across its pay and free platforms, with total viewer minutes for individuals growing by 40%, outstripping its competitors and resulting in UKTV having the fastest growing on demand presence in Britain.

In linear, UKTV's Share of Commercial Impacts (SOCI) held strong at 8.79%, with only a marginal 0.02pp drop from its record high of 8.81% in 2023, reflecting the ongoing challenges in linear TV.

"It is testament to the hard work of everyone here that in just two years we have doubled viewing to the U streaming service and achieved record viewing across all our VOD inventory."Marcus Arthur, UKTV's CEO, said: 2024 was a pivotal year in UKTV's digital transformation, and it is testament to the hard work of everyone here that in just two years we have doubled viewing to the U streaming service and achieved record viewing across all our VOD inventory, outpacing the growth achieved by our competitors.

UKTV continued to accelerate streaming growth throughout last year despite the continued backdrop of market pressures impacting broadcasters, streamers and content makers. While we haven't been immune to the challenges facing the industry and the decline in linear TV viewing, we've driven VOD growth by unifying our VOD and linear businesses and by making smart investments in content, product and branding.

As we enter 2025 and the world continues to grapple with uncertainty and volatility, the power of content to connect audiences and bring people together has never been more important. At UKTV we remain focused on working with our creative partners in the industry to deliver more powerful, entertaining and inspiring shows for our viewers.

U streaming service

In addition to the U steaming service growing views and active users throughout 2024, adult viewing across all demographics also grew, with a notable 25% uplift in views for 35-54 year olds. Drama content performed particularly well with Whitstable Pearl, The Marlow Murder Club, The Chelsea Detective, Sister Boniface Mysteries and Darby & Joan responsible for the five highest rating episodes on U.

In 2024 UKTV achieved record growth across all of our VOD output, with BARB data revealing that we grew viewing minutes to content on U along with VOD content on pay platforms faster than any other UK competitor."Andrea Amey, Chief Digital Officer at UKTV, commented: We've achieved this by rebuilding the U app, adding improvements to user experience, app stability, sustainability and content discovery. In 2024 we also expanded U's footprint by launching on Sky Glass, Sky Stream and Freely devices and we added over 2000 hours of content to the service.

As we remain focused on driving growth in 2025, we will continue to look at our product and content offering, including the ongoing roll out of new content personalisation across all devices by the end of Q1 and adding FAST channels to the service later in the year.

The full rebuild and rollout of the U app was accompanied by the expansion of content genres on U, most notably true crime with over 500 hours joining the U catalogue. U also added more US box sets to its growing catalogue with the likes of Sons of Anarchy, Brothers and Sisters and Prison Break, plus it bolstered its crime drama offering with shows such as Recipes For Love And Murder, Cardinal and Blackshore.

UKTV's FAST channels U&LAUGHS, U&Transport, U&Real Heroes and U&The Past, offering curated access to some of UKTV's most loved shows, enjoyed a successful year across platforms Samsung TV Plus, Pluto TV, Amazon Prime Video, and Virgin Media TV. Summer was a particularly strong period with viewing almost doubling during the hot months, topped only by an exceptional December.

U&Originals

U&Original content performed particularly strongly for UKTV in 2024.The Marlow Murder Club became the broadcaster's best performing show of the year watched by 2.6m, making it UKTV's biggest programme launch in over 10 years.The crime drama also marked UKTV's first original commission for its U&DRAMA channel with an extended 6x60' second series due to air in March.

Originations topped the ratings charts across UKTV's six commissioning channels: The Red King (U&alibi), Absolutely Fabulous: Inside Out (U&GOLD), Will & Ralf Should Know Better (U&Dave), The Marlow Murder Club (U&DRAMA), Inside The Ambulance (U&W), and Bangers & Cash (U&YESTERDAY).

UKTV's Originals are continuing to punch above their weight in terms of quality and impact and it's gratifying to see this is true across a

LINK:	https://corporate.uktv.co.uk/newsroom/uktvs-digital-strategy-reaps-rew...
	See more stories from uktv

UKTV's digital strategy reaps rewards as it doubles views to U streaming service in two years

More from UKTV

17/03/2026

11/03/2026

09/03/2026

26/02/2026

24/02/2026

19/02/2026

13/02/2026

06/02/2026

05/02/2026

03/02/2026

02/02/2026

29/01/2026

26/01/2026

15/01/2026

06/01/2026

16/12/2025

15/12/2025

25/11/2025

04/11/2025

30/10/2025

23/10/2025

16/10/2025

15/10/2025

14/10/2025

13/10/2025

09/10/2025

09/10/2025

29/09/2025

12/09/2025

11/09/2025

03/09/2025

28/08/2025

20/08/2025

13/08/2025

04/08/2025

31/07/2025

29/07/2025

23/07/2025

15/07/2025

08/07/2025

02/07/2025

26/06/2025

24/06/2025

17/06/2025

06/06/2025

29/05/2025

20/05/2025

16/05/2025

13/05/2025

08/05/2025