British TV viewers suffering from 'streaming overload' because they are 'overwhelmed by choice' - with millions calling for a 'return to simpler times'

TV viewers are said to be suffering with 'streaming overload' – with millions calling for a 'return to simpler times'Brits are bombarded with so much choice they are suffering 'streaming overload', with millions calling for a 'return to simpler times', a new Upper Third Report says.The survey, commissioned by Great TV, is the second annual deep-dive into the viewing habits of the nation. Great TV – Freeview 34 – is one of the network's five channels, including Great Mystery, Great Action, Great Movies and Great Christmas.The report found more than half (51%) of British viewers say there is such a sizeable amount of content across multiple channels, apps and streaming services they are left feeling overwhelmed.As a result, two-fifths of viewers (40%) admit they spend more time trying to decide what to watch rather than watching the programme itself.The choice is impacting viewers of all ages equally, with seven in 10 Brits wishing for a 'return to simpler times' before smartphones and social media dominated. TV viewers are said to be suffering with 'streaming overload' – with millions calling for a 'return to simpler times' (stock image) Despite this, a majority (67%) of Brits believe TV is a good way to bring different generations together – with older programmes carrying huge value for younger generations.Nearly six in 10 Gen Z (58%) and Gen X (59%) and two-thirds of Millennials (66%) say they still watch programmes that were introduced to them by an older relative.Broadcast TV remains the most-watched medium, according to the study. Nearly half (47%) the nation watch the box every day, compared to a third streaming content (36%).The average Brit estimates they spend three-and-a-half hours watching TV everyday.More than half (52%) of the 4,000 UK respondents told researchers they found managing multiple streaming channels, subscriptions and passwords to be frustrating.Younger viewers find the range of shows across streaming and traditional TV more overwhelming than older viewers – but their viewing habits seem to explain this.More than half (56%) of Gen Z – aged 18 to 30 – and six in 10 (62%) Millennials – aged 31 to 44 – feel overwhelmed by the choice of what to watch, according to the findings. The opposite is true when it comes to streaming. Boomers (29%) – aged 62 to 80 – and Gen X (37%) – aged 45 to 61 - watch the least daily content on Netflix or an equivalent But both these age groups watch considerably less traditional broadcast television and stream more content than older generations.Less than a third (29%) of Gen Z and over a third of Millennials (35%) watch terrestrial TV every day compared to nearly half Gen X (46%) and two-thirds of Baby Boomers (62%).The opposite is true when it comes to streaming. Boomers (29%) – aged 62 to 80 – and Gen X (37%) – aged 45 to 61 - watch the least daily content on Netflix or an equivalent.Meanwhile, around two-fifths of Gen Z (43%) and Millennials (44%) watch streaming shows everyday.Viewers' pull towards 'simpler times' before social media was strengthened by opinions around not just the programmes they crave, but the ways in which they consume them. Two-fifths (40%) of viewers – broadly the same across all age groups – felt shows that air at regular intervals – like tuning-in for the The X Files at 9pm on BBC2 in the 90s – is the best (Gillian Anderson and David Duchovny pictured in The X Files)When it comes to what they watch, more than half of viewers (57%) – and particularly Millennials (62%) - tend to select a familiar favourite because it's 'comforting.'And, nearly half of all viewers (47%) prefer to stick to a tried and trusted classic rather than taking a chance on something new.Viewers were split on the benefits of 'binge' TV versus the broadcast schedules of old, when browsing the Radio Times was part of everyday life.Two-fifths (40%) of viewers – broadly the same across all age groups – felt shows that air at regular intervals – like tuning-in for The X Files at 9pm on BBC2 in the 90s – is the best.Whereas, two-fifths (40%) prefer being able to binge-watch shows in one long sitting, while a fifth (20%) were undecided.But, one thing most Brits did agree on was that shows that aired at a set time every week made them more 'talkable' with friends and family (43%), while just 16% disagreed. Viewers were split on the benefits of 'binge' TV versus the broadcast schedules of old, when browsing the Radio Times was part of everyday lifeProgrammes broadcast at a set time felt like more of a shared cultural event, according to more than half (55%) of viewers when compared to On Demand television.Marketing Director at Great, Kate Gartland said: 'Our new research shows how qualities that may appear old fashioned seem to have very wide appeal in 2026 as pressures mount in everyday life.'Knowing what you enjoy, returning to trusted favourites, valuing simplicity and making time to watch together – oldies, but definitely goldies.'When entertainment is built around more platforms, more passwords and more choice, familiarity can feel fresh. Scheduled television can be social. And programmes from the past can keep finding entirely new audiences. That's nostalgia in action.'