February was a month of strategic plays, unexpected shifts, and fierce competition in the UK streaming scene. While some platforms doubled down on big-budget originals, others leaned into sports, award season buzz, and audience-favorite franchises to stay ahead. Public Service Broadcasters (PSBs) saw a dip in their usual dominance, streaming giants battled for viewer attention, and live events kept platforms in the spotlight. But with so many contenders in the race, who truly came out on top? For the full rankings and even more insights, check out February’s UK Merchandiser of the Month report.
Apple TV+’s Severance proved its staying power, holding onto its title as the UK’s most-promoted show. Even with a minor drop in MPV™ score, the mind-bending thriller continued to secure fantastic visibility across digital storefronts. But February also saw a fresh wave of rising contenders. Prime Video’s Reacher, Apple TV+’s Prime Target, and NOW/Sky’s The White Lotus all gained significant traction, proving that audiences were eager for new must-watch series. But with more competition than ever, which streamer leveraged its marketing muscle best? The full report breaks it all down.
Elsewhere, the UK’s PSBs took a step back in February, claiming just three of the top ten promoted titles – a notable shift from their stronger January showing. But while their overall presence may have dipped, they still packed a punch. ITVX’s Unforgotten took the lead as the most-promoted local scripted show, while BBC iPlayer’s The Apprentice and ITVX’s Love Island: All Stars kept unscripted content front and center. While the streaming-first services made their move this month, PSBs aren’t out of the running just yet. Could a resurgence be on the horizon?
February also saw sports take center stage, with ITVX securing major promotional real estate for its Six Nations Rugby Championship coverage across Fire TV and PS5. But the platform wasn’t stopping at one sport – ITVX also took a swing at the growing UK interest in American football, locking in a key promotional push for Super Bowl LIX on Roku. While rugby still reigns supreme, the Super Bowl’s increasing visibility on UK platforms suggests that British audiences might just be warming up to a new kind of football.
And while February delivered plenty of drama on the field, platforms were also focused on making the most of award season and exclusive content drops. One platform went all in on a major prestige drama, a powerful documentary, and the biggest films of the season – ensuring its lineup remained top of mind for UK audiences. Meanwhile, one of the UK’s biggest reality juggernauts made its long-awaited return, securing prime promotional placement across multiple platforms. With so many shifts in platform strategy, unexpected promotional plays, and rising contenders, the February UK Merchandiser of the Month report has the full rankings and every key move that shaped the month.
