2 June, LONDON: More than three-quarters (76%) of UK adults admit that they feel uneasy watching sex scenes in TV shows, as new research by Virgin Media uncovers widespread discomfort, especially when watching with parents (84%), siblings (71%) and even their own partners (22%).
Recent TV releases including the brand-new show Off Campus have been turning up the heat, with popular dramas and streaming hits featuring raunchier moments that makes group viewing increasingly embarrassing for Brits. Many viewers admit to staying quiet (60%) looking away from the screen (45%) and even leaving the room temporarily (29%) to escape the moment.
Beyond the family home, discomfort persists with nine in ten (88%) Brits admitting to feeling awkward watching sex scenes with work colleagues, while over half (52%) feel uneasy watching with someone they’ve recently started dating. Friends (48%) also feature on the list, with a third (36%) attributing their discomfort to typically “British” reservedness.
Amongst those surveyed, 66% saw strong benefits to having multiple TV screens in one household to avoid toe-curling moments. With Virgin TV, customers can upgrade their TV package to multiroom allowing them to watch the same show across different rooms. Viewers can stay in sync without having to share the same screen making it easier to sidestep any particularly steamy scenes in privacy.
Generational cringe and how they binge
Older audiences are particularly concerned about the aftermath, with over half (52%) of those aged 55+ citing fear of awkward conversations as a key driver of discomfort compared to only a third of Gen Z (31%).
When it comes to coping mechanisms, women are more likely to stay quiet and wait for the scene to pass (64% vs. 56% of men), while men are more likely to joke to ease the tension (40% vs. 28%). Gen Z are also far more likely to turn to their phones, with 56% doing so compared to just 25% of over-55s.
Customers can enjoy Virgin TV bundles starting from just £32.99 a month on a 24-month contract with the Entertainment bundle (£40.99 from April 2028 ) which includes Netflix at no extra cost.
ENDS
Find out more about Virgin TV multiroom here
Virgin TV customers can watch Off Campus on Prime Video.
Nationally representative sample of 1,002 UK adults between 14.05.2026 and 15.05.2026 to ask about their TV viewing habits, and particularly how they felt about viewing scenes of a sexual nature (referred to here as ‘sex scenes’) with others.
press enquiries
press enquiries