A detailed review highlighting widespread adoption of audience protection measures and different approaches 

On 27 November 2025, UK regulator Ofcom published a review of audience protection measures on streaming services(*). On-Demand Programme Services must now be evaluated with regard to the measures currently in place to protect audiences. Audience protection measures include age ratings, content warnings, age-assurance tools and parental controls. This assessment requirement was introduced following the changes made by the Media Act 2024. 

To compile the review, Ofcom used its information-gathering powers, commissioned research with audiences to explore how they perceive the measures and also engaged with other regulators and industry.

Key points from the assessment include:

• Broad adoption of protection measures by On-Demand Programme Services, in some cases adapted to meet national expectations, such as those in the UK.

• A diverse range of measures in use, reflecting the variety of services operating in the market notably between global Subscription Video-on-Demand services and Broadcaster Video-on-Demand services.

Alongside this assessment, Ofcom also commissioned research into how audiences perceive these measures.

Key points from the research include:

• Audiences want content warnings that are specific and easy to understand, and they would like more information on how to access and use the protection tools available to them.

• Parental controls are generally appreciated, although they do not always function consistently across all devices.

• Audiences want protection measures that are proportionate to the risk of harm, do not disrupt the viewing experience, and do not intrude on personal data privacy.

A further review is planned once the Government has determined which audience protection measures used by non-UK services will be subject to the strengthened regulatory regime.

Check out Annex 1 for an overview of the UK VoD Landscape

 

• Audience protection measures in practice: Review of Audience Protection Measures on On-Demand Programme Services (PDF - EN)

(*) The review did not assess the services of some notable providers with UK audiences such as Netflix, YouTube or Apple TV.

Source: Ofcom