The first industry-standard ratings to include streaming platforms alongside TV channels revealed that Netflix’s Squid Game is one of the UK’s most-watched shows.

Ratings body Barb said a “once in a generation” upgrade means it is now able to measure the total time households spend watching services such as Amazon Prime Video, Disney+ and Netflix, as well as video-sharing platforms like TikTok, Twitch and YouTube.

The first combined ratings Top Ten showed that Strictly Come Dancing was the most-watched show during October with 10.4m viewers, followed by Channel 4’s The Great British Bake Off (8.9m) and ITV’s The Larkins (6.6m).

The highest-rated programme shown on a streamer was the seventh episode of Netflix’s Korean dystopian drama Squid Game, which made number 10 in the list with 5.8m views, just behind BBC One’s Blankety Blank.

One surprising revelation in the combined list is that more people watch the laid-back charms of Countryfile than Squid Game, despite the social media buzz around the violent drama.

A further three Netflix shows and one Disney+ title, Black Widow, are placed in the top 100 most-watched programmes in October. Amazon Prime Video did not have a single entry in the top 100.

Netflix has begun releasing its own ratings for its top shows and movies, using the metric of number of hours viewed on the streaming service, following demands that it should be more transparent. Squid Game was the most watched show on Netflix worldwide in its first 28 days of release, racking up 1.6 billion hours in viewing time.

Barb’s upgrade means it is now able to report viewing for streamers across four screens: TV sets, tablets, PCs and smartphones, through data collected by its router meters. It will publish a monthly guide to the top shows across all platforms.

When Barb tested the new ratings tool it found that the launch of the most recent series of Netflix’s The Crown last year was less popular than an episode of Family Fortunes on ITV and BBC One’s Countryfile.

Justin Sampson, BARB’s Chief Executive, said: “It’s been clear for some time that streaming services have started to attract viewers who have traditionally relied solely on linear channels for their viewing entertainment.”

“It’s great news for the television and advertising industry that we’re upgrading our always-on measurement service to include video-on and video-sharing platforms.”

Most watched-programmes on TV sets – October 2021

1 Strictly Come Dancing, BBC One – 10.4m viewers

2 Great British Bake Of, Channel 4 – 8.9m

3 The Larkins, ITV – 6.6m

4 Silent Witness, BBC One – 6.2m

5 Shetland, BBC One – 6.16m

6 Countryfile, BBC One – 6.15m

7 Coronation Street, ITV – 6.07m

8 The Long Call, ITV – 5.88m

9 Blankety Blank, BBC One – 5.85

10 Squid Game, Netflix – 5.78m

Figures: Barb