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Video Trends 2025
According to Ofcom’s latest Media Nations 2025 report, YouTube has officially overtaken ITV to become the UK’s second most-watched video platform, behind only the BBC. UK audiences now spend an average of 39 minutes per day on YouTube—a 13% year-on-year increase—with significant growth among older age groups. Notably, viewers aged 55+ have nearly doubled their daily watch time, with a growing proportion viewing content from YouTube on their televisions.
For brands, this shift signals a critical evolution in how audiences consume video—and presents a clear opportunity to connect through high-quality, purposeful content.
The Rise of YouTube as a Broadcast Alternative
Half of YouTube’s top-trending videos now mirror traditional TV formats, including interviews, game shows, and documentary-style storytelling. As viewing habits evolve, YouTube is becoming a mainstream destination not only for younger users, but for multi-generational audiences seeking both entertainment and information in a familiar format.
This trend underscores the increasing relevance of video content across all demographics—reinforcing its role as a strategic pillar in any marketing plan.
Why Video Content Deserves a Central Role in Your Marketing Strategy
Across the industry, video continues to deliver exceptional returns:
- 90% of marketers say video has increased their brand awareness
- 87% report that video has directly improved lead generation and sales
- 88–96% agree video enhances product or service understanding
- 82% say it increases time spent on websites—supporting SEO, engagement, and conversion
This aligns with what we’re seeing across our client base: video is no longer a ‘nice-to-have’—it is fast becoming a business-critical tool for communicating clearly, building trust, and driving action.
Aligning Video with Audience Needs
With YouTube now engaging both younger and older viewers, an effective video strategy should span a range of formats:
- Short-form clips for social media engagement (e.g. Instagram Reels, TikTok, LinkedIn)
- Explainer videos to clearly communicate products or services
- Testimonial and case study films to build credibility
- Longer-form content tailored to YouTube’s evolving audience—designed to inform, entertain, or educate
Importantly, these formats should be aligned with your broader brand messaging and adapted to the platforms your audience uses most.
What This Means for Marketers
As the lines between digital and traditional broadcast media continue to blur, video content presents a unique opportunity to:
- Extend reach across multiple channels
- Position your brand as a trusted, visible authority
- Support lead generation and nurture customer relationships
- Future-proof your marketing strategy in a media environment where attention is increasingly visual, dynamic, and on-demand
How Mackman Can Support Your Video Content Goals
At Mackman, we help brands translate their purpose into powerful content that resonates. Whether you’re looking to create a series of short-form social videos, produce a longer-form brand story, or build a scalable content plan for YouTube, we bring strategic thinking and production expertise to every project.
If you’re ready to elevate your marketing with video, explore our Video Production Services and speak to our team today about how we can help.