The new rules for major streamers in the UK
The British government is making good on its promise to drag streaming regulation into the 21st century. On 24 February 2026, the Department for Culture, Media and Sport laid secondary legislation to implement the Media Act 2024. The result? Major video-on-demand services with more than 500,000 UK users now have to follow rules that are essentially the same as those for traditional broadcasters. We're talking Netflix, Disney+, Amazon Prime Video, ITVX, Channel 4, and likely others. Even Crunchyroll might be in the mix (we'll get to that).
Ofcom, the UK's communications regulator, will enforce these rules. It will have the power to investigate complaints about streaming content, and it can hit platforms with fines of up to £250,000 or 5% of their UK-generated revenue (whichever is higher) for each breach of the broadcasting code. That's not pocket change. And it's not just about content standards either. A new accessibility code demands that 80% of each streamer's catalogue is subtitled, 10% audio-described, and 5% signed for viewers with disabilities. This is a big deal for anyone who relies on those features.
Why now? The shift in viewing habits
The government's move is a direct response to how dramatically our TV habits have changed. According to Ofcom's 2025 Media Nations report, two-thirds of UK households now subscribe to at least one of Netflix, Amazon Prime Video or Disney+. And here's the kicker: 85% of people use an on-demand service each month, compared to only 67% who watch live TV. Young audiences in particular have all but abandoned linear channels. They go straight to streaming.
But while traditional broadcasters have long been bound by Ofcom's Broadcasting Code (covering things like harmful content, accuracy in news, and impartiality), the biggest streaming platforms operated under a lighter touch regime. Some weren't regulated in the UK at all. That created a gap. A dangerous one, according to the Culture Secretary Lisa Nandy, who said in the press release: "We know that the way audiences watch TV has fundamentally changed. Millions now choose to watch content on video-on-demand platforms alongside or, in the case of many young people, instead of traditional TV."
The Media Act 2024 was designed to close that gap. The secondary legislation now being laid designates the largest services as 'Tier 1', bringing them under Ofcom's wing for content standards and accessibility. It's about creating a level playing field and, more importantly, protecting children and vulnerable viewers from harmful material.
Who is affected? The 'Tier 1' designations
The threshold is simple: any video-on-demand service with more than 500,000 UK users will be designated Tier 1. That includes obvious heavyweights like Netflix, Disney+, and Amazon Prime Video. It also covers public service broadcaster VoD services such as ITVX and Channel 4. But what about others? Anime fans, for instance, will be watching closely. Crunchyroll has a significant UK user base. At the time of writing, Anime News Network had contacted Crunchyroll to ask whether it will come under the regulation, but had not yet received a response. Given that Crunchyroll almost certainly has over 500,000 UK users, it's highly likely to be included.
Smaller services may escape if they fall below the threshold. But the government can also designate specific services by name. The Secretary of State has the power to add or remove services via secondary legislation. So this isn't a static list. It will evolve as the market changes.
What about non-UK based streamers?
The Media Act gives the Secretary of State powers to designate both UK and non-UK based services. That's crucial. Netflix is based in the US. Disney+ is US-based too. Amazon Prime Video is global. The government is asserting jurisdiction over any platform that has a significant UK audience, regardless of where the company is headquartered. This is a major assertion of regulatory reach, and it's likely to be watched by other countries considering similar moves.
What the new codes mean for content and accessibility
Ofcom will now develop two new codes: a VoD standards code and a VoD accessibility code. The standards code will mirror the existing Broadcasting Code. That means streamers must ensure news is reported accurately and impartially. Audiences must be protected against harmful or offensive material. And there are rules on privacy, fairness, and due impartiality. These are the same standards that BBC, ITV, and Channel 4 have followed for years.
But here's where it gets interesting: Ofcom will also have the power to investigate complaints from viewers. If you see something on Netflix that you think is harmful or offensive, you can now complain to Ofcom, and they can take action. Previously, you'd have to take it up with the platform itself. That's a massive shift in accountability.
The accessibility code is equally significant. Under the new rules, Tier 1 services must ensure that at least 80% of their total catalogue is subtitled, 10% is audio-described, and 5% is signed. For people with sight or hearing disabilities, this is transformative. It means streamers can no longer treat accessibility as a nice-to-have. It's a legal requirement. The government expects Ofcom to consult publicly on the draft codes, giving viewers and providers a chance to have their say.
Fines and enforcement: Real teeth
Ofcom's enforcement powers are not to be taken lightly. For each breach of the broadcasting code, the regulator can impose a fine of up to £250,000 or 5% of the streamer's UK revenue. That's a meaningful deterrent. If you consider that Netflix's UK revenue is in the hundreds of millions, 5% could be tens of millions. Ofcom can also require the service to broadcast a correction or a statement of findings.
The Sky News article and the GOV.UK press release confirm that these sanctions mirror those available for linear broadcasters. So this is parity, not a new lower standard. The government is serious about leveling the playing field. It's also a signal to the industry: you can no longer operate in a regulatory grey zone.
What's next: Implementation and industry reaction
We're at the start of a process. The secondary legislation has been laid, but the devil is in the detail. Ofcom will now launch a public consultation on the new VoD standards and accessibility codes. That consultation is expected to happen in the coming months. It will be an opportunity for the public, industry groups, and the streamers themselves to weigh in on what the rules should look like.
Once the codes are finalised, Ofcom will need to enforce them. That means building capacity to handle complaints about streaming content, which is a whole new ballgame. Traditional broadcasters have predictable schedules and limited channels. Streaming services have vast, constantly changing libraries. How Ofcom will monitor compliance across millions of hours of content remains to be seen. Expect a lot of reliance on automated tools and reporting from the platforms themselves.
Industry reaction has been muted so far, but you can bet the streamers are watching closely. Netflix and Amazon have previously argued that self-regulation works. Now they'll have to adapt to a prescriptive code. There's also a potential tension between the UK rules and the platforms' global content strategies. A show that's fine in the US might not meet UK standards on impartiality or harmful content. Will we see geo-blocked episodes? Possibly. Or streamers may simply apply the strictest standard globally to simplify compliance.
The broader implication is that the UK is leading the way on streaming regulation in Europe. Other countries are likely to follow, especially given the EU's Audiovisual Media Services Directive. The UK's move could set a template for how to regulate global platforms at the national level. It's a test case, and the world will be watching.
Closing thoughts: A new era for TV regulation
This is a watershed moment. For years, streaming services have enjoyed a lighter regulatory touch, even as they became the dominant way people watch TV. The UK government has finally closed that gap. From now on, if you stream in the UK, you play by the same rules as the BBC or ITV. That means more protection from harmful content, more accessibility for people with disabilities, and more accountability when things go wrong.
Of course, the proof will be in the enforcement. Will Ofcom have the resources and the will to take on the tech giants? Will the streamers push back in court? There's a lot of room for friction. But the direction of travel is clear. The era of self-regulation for streaming is over. The UK is drawing a line in the sand, and it's a line that says: if you want our viewers, you follow our rules. That's a big deal, and it's only going to get bigger.
