The UK government is poised to significantly reshape the regulatory landscape for video-on-demand (VoD) services, bringing major streaming platforms like Netflix, Amazon Prime Video, and Disney+ under rules more closely aligned with those governing traditional television broadcasters. This move, stemming from the implementation of the Media Act 2024, marks a pivotal shift in how online entertainment is governed in the United Kingdom and aims to level the playing field in terms of audience protection and accessibility.
Under the new plans, VoD services exceeding 500,000 average monthly UK users will be designated as “Tier 1” services and will be required to adhere to a new accessibility code. This represents a major step towards ensuring that streaming platforms are held to similar standards as established broadcasters, particularly regarding content accessibility for viewers with disabilities.
The Department for Culture, Media and Sport (DCMS) outlined that the new accessibility code will mandate minimum standards for subtitles, audio description, and sign language support. Specifically, services will be required to ensure that at least 80 percent of their content catalogue is subtitled, 10 percent includes audio description for visually impaired viewers, and 5 percent offers sign language support. The government’s announcement highlights that platforms will have four years to meet these standards, with interim targets set for after two years.
This regulatory update comes as streaming services have demonstrably surpassed traditional broadcast television as the dominant form of video consumption in the UK. According to research cited by DCMS, 85% of people in the UK use an on-demand service each month, compared to 67% who watch live TV. This shift in viewing habits underscores the necessitate to update regulations to reflect the current media landscape.
Closing a Regulatory Gap
For years, traditional broadcasters in the UK have been subject to Ofcom’s Broadcasting Code, which encompasses accessibility requirements and audience protection measures. However, many of the largest streaming platforms have operated with limited oversight, creating a regulatory gap. The Media Act 2024, which received Royal Assent in May 2024, amended parts of the Communications Act 2003 to address this disparity, enabling the designation of Tier 1 VoD services and the introduction of appropriate codes. Ofcom’s website details the changes brought about by the Media Act.
Beyond accessibility, the new rules will also grant Ofcom broader data-gathering powers and the responsibility to review audience protection tools employed by these services, including age ratings and parental controls. This increased oversight aims to ensure a consistent level of protection for viewers across all platforms. The changes are expected to impact major streamers such as Netflix, Amazon Prime Video, Disney+, ITVX, and Channel 4’s streaming service.
What’s Next for VoD Regulation?
Ofcom is preparing to launch public consultations on the new VoD standards, providing an opportunity for platforms, content creators, and audiences to contribute to the development of the final regulations. This consultation process will be crucial in shaping the specific details of the codes and ensuring they are effectively implemented. Broadband TV News reports that Ofcom is expected to launch these consultations shortly.
The government views these changes as a step towards a more consistent media landscape, where streaming services are held accountable for audience protection and accessibility to the same degree as traditional broadcasters. The maximum fine per breach for VoD services is set at £250,000 or 5% of qualifying revenue, according to the DCMS.
As the regulatory framework for UK media continues to evolve, the implementation of the Media Act 2024 represents a significant milestone in ensuring a fair and accessible environment for both consumers and content providers. The coming months will be critical as Ofcom finalizes the new standards and prepares for enforcement, shaping the future of streaming in the United Kingdom.
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