BBC Studios-owned broadcaster UKTV claims that its digital first strategy has delivered “strong VOD growth” following the decision to unite its channels and streaming service under the U masterbrand and combine its 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 growing by 40%.
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 by our competitors.”
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.
Andrea Amey, chief digital officer at UKTV, added: “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 roll out of new content personalisation across all devices by the end of Q1 and adding FAST channels to the service.”
UKTV said existing FAST channels U&LAUGHS, U&Transport, U&Real Heroes and U&The Past, enjoyed a successful year across platforms such as Samsung TV Plus, Pluto TV, Amazon Prime Video, and Virgin Media TV. Summer was a particularly strong period with viewing only topped by an exceptional December.
