UKTV celebrate success of ‘digital strategy’

U know it makes sense…

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.

Marcus Arthur, UKTV’s CEO:

“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.

“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.”

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.

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.

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.

UKTV also celebrated success with its factual and fact ent shows in 2024. Will & Ralf Should Know Better was U&Dave’s top performing show, and originations such as Katherine Ryan: Parental Guidance and Stacey Dooley Sleeps Over helped propel U&W to its Best Entertainment Channel win at the Broadcast Digital Awards. In addition, Jamali Maddix: Follow the Leader, has been nominated for Best Multichannel Programme at the upcoming Broadcast Awards.

In further news, originations Apocalypse Slough: A Murder They Hope Mystery and Bottom: Exposed joined Absolutely Fabulous: Inside Out to round out the top three highest rating shows on U&GOLD last year, and originations were also responsible for the top three most watched shows on U&Dave with World’s Most Dangerous Roads and Meet The Richardsons just behind Will & Ralf Should Know Better.

Original content also reigned supreme on U&YESTERDAY and was responsible for the top seven shows – Bangers & Cash, Canal Boat Diaries, Bangers & Cash: Restoring Classics, Secrets of the London Underground, Find It, Fix It, Flog It, Abandoned Engineering and Dream Car Fixers.

Richard Watsham, UKTV’s Chief Creative Officer:

“We’ve invested shrewdly and worked collaboratively with partners to fund shows at a range of price points. U&Original drama content has performed particularly strongly with The Marlow Murder Club and The Red King enjoying significant ratings success.

“With UKTV’s largest ever slate of original dramas set to air, including the reimagining of Bergerac, crime drama I, Jack Wright, Mark Gatiss’ period crime Bookish and the highly anticipated story of the Mitford sisters, Outrageous, 2025 will be a big year for us.”