Core Insights - The UK communication regulator Ofcom reported that by 2025, the average daily time spent by UK individuals on YouTube will be 51 minutes, indicating a significant shift in media consumption patterns towards digital platforms [1][2] - The report highlights that Google and Meta's social media services account for over half of all online time, reflecting their dominance in the digital advertising space [1][2] Group 1: Internet Usage Trends - UK adults are expected to spend an average of 4.5 hours online daily by 2025, an increase of 10 minutes from the previous year [2] - YouTube is the most popular service from Google in the UK, with 94% of adult internet users engaging with it by May 2025, surpassing Google Search at 82% [2] Group 2: Social Media Engagement - The combination of Facebook and Messenger remains the most widely used service from Meta, with 93% of online adults using it, while WhatsApp has a usage rate of 90% [2] - The growing popularity of YouTube signifies a rapid transformation in the UK's media landscape, with traditional linear broadcasters losing audience share to Google and Meta's social media platforms [2] Group 3: Advertising Landscape - In July 2023, Ofcom indicated that Meta and Google are projected to capture approximately 60% of the UK's advertising expenditure in 2024, with YouTube being the second most viewed service after BBC [2]