The streaming landscape in the United Kingdom is bracing for a significant shift. Netflix, Disney+, and Amazon’s Prime Video are set to fall under “enhanced regulation” by Ofcom, the UK’s media regulator, bringing them under the same level of scrutiny as traditional broadcasters like the BBC and ITV. The move, implemented through the Media Act 2024, marks a turning point in how on-demand services operate within the country.
For years, streaming platforms have largely operated outside the stringent rules governing traditional television. Netflix, in particular, benefited from being headquartered in Amsterdam, placing it under Dutch jurisdiction. That era is now coming to an end. The new regulations will apply to any video-on-demand service with over 500,000 UK viewers, encompassing not only the global giants but also public service broadcaster (PSB) VoD services like ITVX and Channel 4.
The core of the new regime centers on ensuring accuracy and impartiality in news content, and crucially, protecting audiences from harmful and offensive material. Ofcom will gain the power to investigate complaints leveled against streaming platforms and, significantly, impose fines of up to £250,000 – or 5% of a platform’s UK revenue – for each breach of the regulations. This financial penalty represents a substantial increase in accountability for services previously operating with a lighter touch.
Culture Secretary Lisa Nandy framed the changes as a necessary step to level the playing field. “By bringing the most popular video-on-demand services under enhanced regulation by Ofcom, we are strengthening protections for audiences, creating a level playing field for industry and supporting our vibrant media sector,” she stated. The move acknowledges the dramatic shift in viewing habits, with 85% of people in the UK now using an on-demand service each month, surpassing the 67% who still watch live television.
Beyond content standards, a separate but concurrent set of regulations is focused on accessibility. New rules, also stemming from the Media Act 2024, will require streaming services to meet the same subtitling, audio description, and signing requirements currently mandated for traditional broadcasters. This will necessitate at least 80% of a platform’s catalogue being subtitled, 10% audio-described, and 5% signed. The government estimates that over 18 million people in the UK with disabilities impacting sight or hearing will benefit from these changes, ensuring greater inclusivity in accessing content.
The implications of these regulations are multifaceted. For viewers, it promises greater protection against potentially harmful content and improved accessibility. For the streaming platforms themselves, it introduces a new layer of compliance and potential financial risk. The industry will need to adapt to a more regulated environment, potentially impacting content creation and distribution strategies.
The shift also reflects a broader global trend of increased scrutiny of the power and influence of large tech companies. Governments worldwide are grappling with how to regulate streaming services, balancing the need to foster innovation with the imperative to protect consumers and maintain media standards. The UK’s approach, with its emphasis on both content regulation and accessibility, positions it as a potential model for other countries navigating this complex landscape.
While the immediate impact on subscriber experience remains to be seen, the new regulations signal a clear message: the era of largely unregulated streaming in the UK is over. The platforms that have disrupted the traditional television industry are now subject to the same rules as those they challenged, ushering in a new chapter in the evolution of British media.
The changes are expected to be fully implemented in the coming months, with Ofcom taking on its expanded regulatory role. The industry will be closely watching to see how the new rules are enforced and what impact they have on the competitive dynamics of the UK’s rapidly evolving streaming market.
