The UK can move fully to internet-delivered television in the 2030s if Government sets a clear timetable and invests in digital inclusion, according to Stream On: The Future of UK TV, independent research by Oliver & Ohlbaum, conducted for Sky.
Based on a nationally representative survey of 1,000 UK TV viewers, consumer workshops and expert interviews, the report argues every UK household could have access to internet-delivered TV by the mid-2030s, enabling traditional terrestrial distribution to be switched off.
The research finds most viewers have already migrated: 94% of UK adults have internet at home and 92% use a video-on-demand service. Among connected TV users, 93% rate features such as pause, rewind and “watch from the beginning” as useful, rising to 99% among those aged 70+. Experts interviewed for the report describe accessibility tools including voice control, improved subtitling and audio description as “transformative” for some older and disabled viewers.
The report comes as DCMS and Ofcom consider options for the future of TV distribution, including the potential retirement of Digital Terrestrial Television during the 2030s.
O&O’s modelling, building on DCMS-commissioned forecasts, suggests that in 2023 there were 3.9 million households not using internet-delivered TV. Without further action, DCMS modelling indicates 1.8 million could remain unconnected in 2035. However, the report says a clear announcement around 2027, backed by public communication and targeted support, could reduce that to around 330,000 households by 2034.
Sky and O&O also challenge the case for interim “nightlight” arrangements via DTT or satellite, describing them as costly and likely to see minimal demand. Workshop participants prioritised support for skills and affordability over maintaining legacy broadcast infrastructure, with 72% preferring help to bring vulnerable groups online rather than investment in an interim broadcast service.
Nick Herm, Sky’s Group Chief Operating Officer, said the move to internet-delivered TV “is achievable” in the 2030s and argued that government investment in digital inclusion would deliver wider benefits beyond television while avoiding the cost of maintaining legacy systems.
Sky pointed to its Sky Up social impact programme, including a commitment to support 70 Sky Up Hubs across the UK providing devices, connectivity and hands-on tech training.
Looking ahead, the research says audiences want simpler, more trusted TV experiences as choice expands — including better discovery, strong safety features and aggregated interfaces akin to a traditional TV guide. It also highlights the role of AI in personalisation and accessibility, and points to growing interest in TVs becoming a broader home hub, including social viewing, video calls and interactive lifestyle services.
