The British government has confirmed that streaming giants such as Netflix and Amazon Prime Video will now be subjected to far stricter oversight by Ofcom, marking a fundamental shift in how the UK regulates digital content. This move, announced by the Department for Culture, Media and Sport, effectively brings video-on-demand platforms into line with traditional broadcasters, closing a long-standing regulatory gap that had left streaming services operating with considerably more freedom.
The new rules, which enact the Media Act 2024, create a new “Tier 1” category for the largest streaming services operating in the UK. Any platform with more than 500,000 UK users will fall under this remit. This includes not only global players like Netflix, Amazon Prime Video, and Disney+, but also public service streamers such as ITVX and Channel 4. These platforms will now be required to adhere to standards previously reserved for licensed television channels, ensuring that the same basic principles of accuracy and impartiality, particularly in news content, are upheld.
This regulatory overhaul is a direct response to the dramatic transformation in viewing habits across the nation. Government data shows that two-thirds of British households now subscribe to at least one of the major streaming platforms. More strikingly, Ofcom’s own Media Nations 2025 report highlights that 85% of the population now uses on-demand services monthly, dwarfing the 67% who still tune into live television. This generational shift has been most pronounced among younger viewers, who increasingly rely on streamers as their primary source of news and entertainment, often bypassing traditional linear TV altogether.
Culture Secretary Lisa Nandy argued that the changes are essential to modernise the regulatory landscape. She noted that with millions now choosing to consume content on streaming platforms either alongside or instead of traditional television, it is only right that protections are strengthened. By placing these popular services under enhanced scrutiny, the government aims to bolster viewer safeguards while creating a more level playing field across the entire media sector. Nandy also emphasised the importance of supporting an industry that continues to drive innovation and economic growth throughout the country, suggesting that fair regulation can coexist with a thriving creative economy.
Under the new framework, Tier 1 services must comply with a Video on Demand Standards Code, modelled closely on the existing Broadcasting Code. This means they will be legally bound to ensure due accuracy and impartiality in news programming, protect audiences from harmful or offensive material, and uphold standards of fairness and privacy. For the first time, viewers will be able to lodge complaints directly with Ofcom regarding streaming content, and the regulator will have the statutory teeth to investigate potential breaches.
Ofcom’s enforcement powers will now mirror those it holds over linear broadcasters. The maximum fine for serious violations has been set at £250,000, or 5% of qualifying revenue, whichever is higher. While some industry observers have noted that these fines are relatively modest compared to the multi-billion-pound turnovers of the tech giants, the reputational risk and regulatory scrutiny are likely to compel compliance. The new standards code is expected to come into force a year after its final publication, giving platforms time to adjust their practices.
Alongside content standards, the regulations introduce stringent accessibility requirements. Under a separate VoD Accessibility Code, Tier 1 platforms must ensure that at least 80% of their catalogues include subtitles, 10% offer audio description, and 5% feature sign language interpretation. These measures are designed to dramatically improve access for viewers with disabilities, particularly those with hearing or visual impairments. The government has set a four-year transition period for platforms to meet all targets, with interim milestones at the two-year mark to ensure steady progress. It is anticipated that some of the major services may achieve full compliance well ahead of schedule, given their existing investments in accessibility features.
Ofcom will shortly launch public consultations on both the standards and accessibility codes, inviting feedback from viewers, disability advocates, and industry stakeholders before the rules are finalised. This consultation process is intended to ensure the regulations are both robust and workable, balancing the need for protection with the practical realities of content production and distribution.
The move has been broadly welcomed by child safety campaigners and media reform advocates, who have long argued that streaming platforms have operated in a regulatory blind spot. With British viewers spending more time on on-demand services than ever before, the government insists these measures are not just about catching up with technology, but about embedding public interest protections into the fabric of modern media consumption.
