More than half of British TV viewers suffering ‘streaming overload’

Source: The Upper Third 2026

British TV viewers are being bombarded with so much choice they are suffering “streaming overload” and are calling for a “return to simpler times,” according to research from Narrative Entertainment UK, owner of the free-to-air Great! and Pop networks.

The Upper Third 2026, a new report from the Great! channel network, has found that half (51%) of the 4,000 adults it spoke to feel overwhelmed by the amount available to watch.

The pressure peaks among 25-34s, at 66%, compared with 49% of 55-64s, 38% of 65-74s and 37% of people aged over 75.

The contrast becomes sharper when people consider the time spent choosing: 62% of 25-34s say they spend more time deciding what to watch than actually watching, compared with 29% of 55-64s, 19% of 65-74s and 22% of those aged over 75.

Keeping track of subscriptions, services and passwords frustrates 63% of 25-34s, but only 35% of people aged over 75. Older viewers may simply be better at knowing what they want and more comfortable with curation, the report says.

It comes as viewers of all ages arguably have more choice than ever over what they watch and when they watch it, thanks to the rise of streamers like YouTube and Netflix, both of which are increasingly popular in the UK.

This has come with growing frustration around the fragmentation of media over the past decade, with a survey commissioned by LADbible Group in 2022 finding more than half of UK adults were feeling overwhelmed by the number of streaming services.

Narrative Entertainment’s report warns that a preference for simplicity should not be confused with an inability to use technology.

Three-quarters of 55-64s, 73% of 65-74s and 63% of people aged over 75 said they feel confident with most technology. Most respondents also said technology has made their lives better.

Source: The Upper Third 2026

But competence does not mean wanting every experience to become more dependent on technology, the report adds.

Some 42% of 55-64s feel pressured to be online for everything, falling to 40% of 65-74s and 28% of those over 75. The equivalent figure is 57% among both 18-24s and 25-34s.

The report finds “familiarity, simplicity, shared experiences and less dependence on technology” are qualities that may look old-fashioned but are increasingly attractive across all ages in society.

Narrative Entertainment’s channels are available across a wide range of linear and digital platforms, including Freeview, Sky and Virgin Media; FAST channels on Samsung TV Plus, LG, TiVo OS, Netgem, Pluto TV and Titan OS; and the dedicated Great! Player.

The Great! network of channels includes Great! Movies (films and blockbusters), Great! Movies Classic (classic cinema), Great! Romance/Great! Christmas (seasonal and romantic features), Great! TV (drama series and retro shows) and Great! Mystery (crime and thrillers).

Great! marketing director Kate Gartland said: “Our new research shows how qualities that may appear old-fashioned seem to have very wide appeal in 2026 as pressures mount in everyday life.

“Knowing what you enjoy, returning to trusted favourites, valuing simplicity and making time to watch together – oldies, but definitely goldies.

“When entertainment is built around more platforms, more passwords and more choice, familiarity can feel fresh. Scheduled television can be social. And programmes from the past can keep finding entirely new audiences. That’s nostalgia in action – and it doesn’t begin with searching, scrolling, signing in or keeping up.”