TELEVISION AUDIENCES

UK study shows how younger people are moving away from linear TV

By our African Marketing Confederation News Team | 2024

Broadcast TV remains popular with most people in Britain, but younger audiences have moved to streaming and video-sharing platforms.

While overall viewing of TV and video in the UK increased in 2023, less than half of 16-24-year-olds were watching broadcast TV in an average week. This is according to a study released by Ofcom, Britain’s regulatory and competition authority for the broadcasting industry.

Photo: August de Richelieu from Pexels

 

Ofcom’s findings show that linear TV (television that is programmed and delivered to a schedule) continues to account for most (87%) viewing of broadcaster content. But this is skewed towards an older demographic, and the battle to pull in a younger audience remains ongoing in the face of the attractions of streaming and video-sharing platforms. 

 

The latest study, called ‘Media Nations 2024’, charts a sharp decline in broadcast television viewing by younger audiences over the past six years – declining from 78% watching weekly in 2018 to just 48% in 2023. 

 

When they are watching broadcast TV, 16-24-year-olds in the UK are doing so for shorter periods, at only 33 minutes each day (down 16% year-on-year). Notably, just 20 minutes of that 33 minutes is spent watching live TV. 

 

Children aged 4-15 are also tuning out of broadcast TV, with only 55% watching each week in 2023, compared to 81% in 2018. 

 

Combined viewing of TV and video content has increased 

 

Taking TV and video content together, people in the UK averaged 4 hours and 31 minutes of viewing a day in 2023, which is an increase of 6 minutes, or 2%, since 2022. 

 

This was primarily driven by an increase in daily viewing on video-sharing platforms (up 12% to 49 minutes) and on broadcasters’ video-on-demand services (up 29% to 20 minutes). 

 

Thirty-four percent of time spent watching YouTube at home is now on a TV set – up from 29% in 2022. This increases to 45% among children aged 4-15 – up from 36% in 2022.  

 

Comments Ian Macrae, Ofcom’s Director of Market Intelligence: “Gen Z and Alpha are used to swiping and streaming, not flipping through broadcast TV channels. They crave the flexibility, immediacy and choice that on-demand services offer, spending over three hours a day watching video, but only 20 minutes of live TV. It’s no surprise that the traditional TV is fast becoming a device of choice to watch YouTube. 

 

“But while live TV may not have the universal pull it once did, its role in capturing those big moments that bring the nation together remains vital.” 

 

You can download the report here. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.