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.

A passenger jet at a gate viewed from the nose with a sunset sky and dark clouds in the background

Airline body urges African governments to act on opening market access

‘Strategies don’t move people. Now it is time to make the difficult decisions and execute them,’ senior executive stresses.

Two hockey players battle for the puck along the boards during a game one in blue and one in white

Uganda Tourism Board partners with major European ice hockey league

UTB says its ambition is to turn the visibility into interest, bookings and more visitors choosing to explore Uganda.

Two young women sit together looking at a tablet one in an orange sweater holds a bottle while the other in a pink hoodie eyes the screen

Researchers explain why 10-second micro ads outperform longer spots

Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.

Worker on a ladder painting the yellow storefront of a corner shop labeled supeco and label vie with shoppers and parked vehicles nearby

Competition continues to grow in the Moroccan supermarket sector

Supeco’s rapid expansion shows how the discount model is becoming a bigger part of grocery retail in the North African country.

Gold hotel toiletries sachets arranged on a marble bathroom counter including a vanity kit and shower gel beside a glass

Study identifies harmful paradox behind well-meaning green efforts

Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.

Medical professional in a white coat and pink hairnet demonstrates handwashing at a stainless steel station while soldiers watch nearby

President Mahama commissions expanded evaporated milk facility in Ghana

Nestlé believes Ghana will continue to play a leading role in the future of Central and West Africa.

Diverse group of people posing for a group photo in a bright lobby under an empa banner with 'this is possibility ' text above

Momentum beginning to build for 2027 ACCS gathering in Addis Ababa

Ethiopia’s marketers gather to celebrate hosting next year’s conference – but with an eye on the hard work ahead.

Young woman with curly hair smiling while looking at her phone outdoors wearing earphones

PwC report examines the future of African entertainment and media

Tech is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections.

Four professionals in blue protective coats and hairnets cut a blue ribbon during a factory ceremony celebrating a ribbon cutting event

Unilever investment expands its Vaseline production capacity in Africa

The new production line at the historic Maydon Wharf facility in Durban will address growing international demand.

Group of formally dressed award winners posing on stage with trophies at the world cruise awards ceremony

World MICE Awards in Jamaica honour best African and global achievers

Tanzania, Kenya, Zimbabwe, Ethiopia and South Africa all feature in the African meetings, incentives, conferences and exhibitions awards.

Five adults in a rural village square talk holding notebooks and papers as they discuss together at sunset

AI won’t replace market research. But it will expose weak strategy

Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.