Celebrating the global Netflix launch ofPeaky Blinders: The Immortal Man
Fans in Edinburgh, dressed in their Peaky best, invited to raise a glass to a legend, Tommy Shelby, with a drink on the Peaky Blinder!
On Friday (27th March), a complimentary bar tab will be available in local independent pubs across the country, including The Athletic Arms (The Diggers) from 4pm.
To mark the arrival of Peaky Blinders, The Immortal Man, Netflix is partnering with The Athletic Arms (The Diggers), as part of ten independent pubs nationwide bringing fans to their local to celebrate and enjoy a drink on Tommy Shelby.
This Friday 27th March, The Athletic Arms (The Diggers) will celebrate the icon Tommy Shelby. Fans can claim a complimentary drink simply by using the legendary phrase: “By order of the Peaky Blinders”.
Each participating pub will embrace a 1940s Peaky Blinders-inspired theme, with limited-edition merchandise and flat caps up for grabs. Guests are welcome (but not required!) to don their best Peaky-style outfits.
A cornerstone of British culture and community, the concept of the ‘local’ is central to Peaky Blinders. One pub a day disappeared for good in England and Wales during 2025 as sustained cost pressures continued to weigh heavily on the sector and Netflix is proud to support these regional answers to The Garrison, allowing fans to come together to toast the legend of Peaky.
Directed by Tom Harper and written by Steven Knight, who created and wrote the smash hit series, the film stars Academy Award® winner Cillian Murphy returning as Tommy Shelby with a cast that includes Rebecca Ferguson, Academy Award® nominee Tim Roth, Sophie Rundle with Academy Award® nominee Barry Keoghan and Primetime Emmy Award® winner Stephen Graham.
Set against a bombed 1940s Birmingham, the film follows the legendary Tommy Shelby as he returns from exile to reckon with the legacy of himself and the family.
Speaking on bringing the world of Peaky Blinders to their patrons, Kevin McGhee, Landlord, The Athletic Arms, said: “As a late-Victorian Edinburgh icon, known in our community for its rich history, we are thrilled to bring the world of Tommy Shelby to the Diggers.
“Our central bar has served everyone from local gravediggers to modern day legends since 1897. Now, we’re excited to welcome the beloved Peaky Blinders community in Edinburgh and raise a glass to Tommy Shelby.”
Peaky Blinders: The Immortal Man is in cinemas now, and on Netflix from March 20. Peaky fans from Scotland are invited to celebrate the launch of The Immortal Man at The Athletic Arms (The Diggers) on Friday 27th March, enjoying their next round on Tommy Shelby.
Gen Alpha turn to YouTube first on their TV set at home, while over 55s double their time on the service
Fewer than half of 16-24-year-olds watch broadcast TV weekly
Despite declines, traditional broadcasters’ content still makes up majority of in-home viewing
YouTube is leading the charge in the streaming takeover of TV sets, with the service now the first place younger viewers go as soon as they switch on, according to Ofcom’s annual report on the nation’s media habits.
Overall people spent an average of 4 hours 30 minutes per day watching TV and video content at home in 2024. And while broadcast TV still accounts for the majority of in-home viewing (56%), audiences are increasingly turning to YouTube. The platform is now the second most-watched service in the UK, behind the BBC and ahead of ITV.
At home, people spent 39 minutes on YouTube per day in 2024, with 16 minutes of this via the household’s TV set. Younger adults aged 16-34 are driving this trend, watching 18 minutes of YouTube a day on TV, while one in five (20%) children aged 4-15 head straight to the app as soon as they turn the set on.
But it’s not just Gen Z and Alpha driving this trend. Over 55s are now watching nearly double the amount of YouTube content on their TVs compared to the previous year (11 minutes per day in December 2024, up from just 6 minutes in January 2023). Last year, 42% of all YouTube viewing by this age group was on a TV set (up from 33% in 2023).
YouTube content evolving
The content audiences are watching on YouTube has evolved too. Half of the platform’s top-trending videos now more closely resemble traditional TV, including long-form interviews and game shows. This shift positions YouTube as a direct competitor to ad-supported TV services, while offering broadcasters a way to reach wider and younger audiences.
Some broadcasters are increasingly offering their own programmes on YouTube, for example ITV and Channel 4 make full length programming available on their channels, retaining control over adverts. Ofcom has identified these sorts of partnerships, making public service content available and prominent on online platforms, as critical to sustain the future of public service media in its recent report, Transmission Critical.
Public service broadcasters (PSBs) are seeing success with their online services, especially the BBC. For the first time, people are watching more online programmes from broadcasters than they are recorded programmes.
Ed Leighton, Ofcom’s Interim Group Director for Strategy and Research, said:“Scheduled TV is increasingly alien to younger viewers, with YouTube the first port of call for many when they pick up the TV remote. But we’re also seeing signs that older adults are turning to the platform as part of their daily media diet too.
“Public service broadcasters are recognising this shift – moving to meet audiences in the online spaces where they increasingly spend their time. But we need to see even more ambition in this respect to ensure that public service media that audiences value survives long into the future.”
Generational divide
Overall, people spent 4% less time watching broadcast TV in 2024 than the previous year, with average viewing dropping to 2 hours 24 minutes a day on TV sets. This trend was particularly driven by young adults (16-24), who watched just 17 minutes of live TV daily. Only 45% of this age group tuned into broadcast TV weekly, down from 48% in 2023.
Less than a quarter of 16-24s’ in-home video viewing is now to broadcaster content, versus 90% for those aged 75 and over.
Overall, people watched content from video-on-demand platforms for an average of 40 minutes per day. Netflix continues to be the most popular service, watched for an average of 22 minutes per day, and accounting for more than half of all viewing on streaming platforms.
Festive favourites top the list of most-watched moments
But broadcasters proved they can still bring the nation together for shared major TV moments, with the BBC and ITV boasting the top three most-watched shows of 2024.
Gavin and Stacy: The Finale (18.6 million) was the most watched programme last year, followed by Wallace and Gromit: Vengeance Most Fowl (16.9 million), with the fourth episode of Mr Bates vs The Post Office (14.7 million)coming in third. The top two most-watched programmes both aired first on Christmas day.
The Spain v England Euro 2024 final was the most-watched live sports event of the year across the BBC, ITV and STV, with 19.8 million people tuning in on the day.
Netflix’s Adolescence was the most-watched TV event in the first quarter of 2025 with 12.2 million viewers until the end of March. This marked the first time a streaming title topped weekly TV ratings [2].
Podcasts eat up audio diets
Our Media Nations Report also has its ear to the ground on how the nation’s listening habits are evolving. More than nine in ten UK adults (93%) listen to some form of audio content each week, increasing to 98% of 16-34-year-olds. YouTube (47%) and Spotify (36%) are the most popular online audio services, while BBC Sounds is the most popular from a radio broadcaster (24%).
Music streaming and podcasts continue to be an important part of our audio diets, particularly for younger people. People aged 15-34 now spend more than half of their weekly listening time with streamed music and podcasts (58%, up from 40% in 2019), which is close to double the amount for the average listener (30%) [3].
Podcasts are also increasingly available in video as well as audio form. Platforms such as YouTube, Spotify, and Global Player now regularly host video versions of UK podcasts, helping creators engage with broader audiences.
More top trends from our Media Nations reports are available on our news centre.
Phil Rosenthal from hit Netflix show, Somebody Feed Phil, can be seen stopping by Social Bite’s Edinburgh coffee shop on Rose Street in the latest series which launched last night.
The coffee shop, which offers customers the chance to ‘pay it forward’ to help support people who are homeless or vulnerable, features on the show.
Members of the Social Bite team and Phil discuss the charity’s mission to help end homelessness as they enjoy some great coffee and baked goods available from the shop.
Mel Swan, Commercial and Operations Director of Social Bite, said: “Having a big star and foodie icon visit our Edinburgh coffee shop really helps share our mission with the world. We want to bring people together to end homelessness, and that can start with good food and a conversation.
“Phil really enjoyed our cakes and cookies, and hearing about what we do. We can also claim to have given him his first taste of our national drink, Irn-Bru – that’s one for the books!”
Image: (Back row from left to right) Aimee Latham, Louise Hutson, Babs Haig, Amanda Traill. (Front row from left to right) Colin Childs, Monica, Phil Rosenthal, Mel Swan
Every minute 167 million videos are watched by TikTok users
On YouTube 694,000 hours are streamed each minute, which equates to roughly a month in real-time
On Amazon $283,000 are spent by customers every minute
What can happen in an internet minute? Millions of videos, messages, emails, and texts are uploaded and viewed, and the content consumed adds up to hundreds of thousands of hours in real-time.
Every minute 167 million videos are watched by TikTok users, recent research by advertising specialists N.Rich reveals.
In the study, Statista data was analysed to calculate the public’s engagement with the most popular corners of the internet.
Facebook receives 44 million views each minute via Facebook Live. While on iMessage 12 million messages are sent on the Apple service in the same timeframe.
Each internet minute, 5.7 million searches take place on Google. While on Snapchat 2 million messages are sent via the app in that period of time.
Each minute, 694,000 hours are streamed on YouTube, which equates to roughly a month in real-time.
Newbie app Discord is responsible for 668,000 messages being sent every minute.
On Twitter, 575,000 tweets are posted during the same timeframe.
Video streaming site Netflix is also popular, with 452,000 hours watched each minute on the website.
Amazon lives up to its powerhouse reputation, with $283,000 spent on the e-commerce site each minute. That’s almost $7 million spent within 24 hours.
Commenting on the study, a spokesperson for N.Rich said, “With a vast number of people online and advertisers vying for the attention of potential customers, it’s vital that you speak to customers in a way that they hear you and feel heard too.
“You wouldn’t speak to your best friend the same way as your grandmother. That’s why you need to adjust your message for each platform and find the right customers where they are – be it on TikTok, Facebook, or elsewhere. ”
One internet minute
Platform
Amount per minute
TikTok
167 million videos watched by users
Facebook Live
44 million views received
iMessage (via Apple)
12 million messages sent
Google
5.7 million searches
Snapchat
2 million messages sent
YouTube
694,000 hours streamed
Discord
668, 000 messages sent
Twitter
575, 000 tweets posted
Netflix
452, 000 hours watched
Amazon
$283,000 spent
The study was conducted by N.Rich, which offers a rich array of intent data and ad inventory that enable marketers to drive awareness and lead generation effectively.
Netflix UK now carries BBFC age ratings on all films and TV shows.
Innovative industry partnership between regulator and streaming services brings UK families trusted age ratings and guidance.
Nine in 10 parents find BBFC age ratings on Netflix useful in helping them to choose content well for their family.
Netflix is the first streaming service in the UK to carry a BBFC age rating on all TV seasons and feature films on the service, helping families choose content with confidence.
The innovative partnership between a streaming service and the regulator, an industry first, has now reached the joint goal of 100% coverage of BBFC age ratings on the platform. This milestone has been welcomed by Caroline Dinenage, Minister of State for Digital and Culture.
Netflix applies BBFC Guidelines standards to content, with the BBFC setting those standards and auditing ratings to ensure consistency. Netflix have now populated their entire catalogue of original and acquired content with BBFC age ratings, giving families in the UK trusted age rating guidance and advice.
David Austin, Chief Executive of the BBFC, said: “With people spending increasing amounts of time online, it’s more important than ever for families to have clear, consistent advice on content so they can choose well.
“This innovative partnership with one of the biggest services in the UK has allowed us to do just that – and we’re delighted that Netflix’s entire UK catalogue now carries BBFC age ratings, which people know and trust. No matter what families choose to watch, they can watch with confidence.”
Jessica Stansfield, Director of Ratings Policy and Compliance at Netflix, said: “We wanted our members to see the same trusted age ratings on our service as they recognise from cinema and DVD – to simplify the process of choosing content, however they watch. We’ve been working closely with the BBFC for nearly a decade now, and we’re excited that our partnership has moved to the next level.
“BBFC age ratings are trusted in the UK, and together we’re now providing our members with the information they need. Our continuing partnership with the BBFC allows us to ensure our members always press play on content that is right for them and their families.”
According to recent BBFC research, nearly nine in ten (88%) of parents find BBFC age ratings on Netflix useful in helping them to choose content well for their family.
Caroline Dinenage, Minister of State for Digital and Culture, said: “This government is committed to ensuring new technology is safe for everyone to enjoy and we are keen to see online platforms doing all they can to protect children.“
Putting the BBFC’s trusted ratings on all shows and films on Netflix will help parents and young people make the right choices to avoid age-inappropriate content. I welcome this partnership and urge more streaming services to take similar steps.”
Families can now choose content safe in the knowledge that everything they press play on is rated to trusted, high BBFC standards. Netflix’s parental controls are also powered by BBFC data. Netflix has also improved its parental controls based on BBFC data and member feedback.
Parents can now:
pin protect individual profiles to prevent kids using them;
tailor their kids Netflix experience by filtering out titles that are not appropriate for their age based on BBFC ratings;
remove individual series or films by title. When this filter is used, the blocked title(s) won’t show up anywhere in that profile.
easily review each profile’s setting using the “Profile and Parental Controls” hub within account settings;
see what their kids have been watching within the profile created for them; and
turn off auto play of episodes in kids profiles.
David Austin added: “We hope that others will follow Netflix’s lead and provide comprehensive, trusted, well understood age ratings and ratings info, consistent with film and DVD, on their UK platforms. Our research shows a great demand for consistent age ratings, with 94% of parents saying it’s important to have consistent ratings across all video on demand platforms, rather than a variety of bespoke ratings systems. That’s why we’re committed to working in partnership with the industry to ensure that families in the UK get the age rating guidance and advice that we know they need, and want.”
John Adams, dad of two and blogger at Dad Blog UK, said: “I feel this is a great achievement from Netflix and the BBFC, because viewing habits have changed significantly over the last decade. As a family we are more likely to sit down and watch a film together at home than go to the cinema, all the more so during the Coronavirus pandemic when opportunities to get out are limited for all families. It’s very reassuring to know that every film and TV series on the platform carries a trusted BBFC age rating.”
Jodie Fisher, mum of three and blogger at jodiefisher.co.uk, said : “As a mum of three little girls, I think it’s important to be conscious of age ratings, as it’s all too easy to just click on a film because it looks suitable for your family, or even yourself, then figure out it isn’t. I’m really pleased to see Netflix have reached this milestone, and now has BBFC age ratings on all their content – it certainly makes me feel much more confident when choosing what to watch with my family.”
Podcasts eat up audio diets
