Young people in the UK are changing their TV viewing habits, moving away from traditional broadcast television towards streaming platforms like YouTube and TikTok. A recent study by Ofcom revealed that only 48% of 16 to 24-year-olds watched live TV each week in 2023, a significant drop from 76% in 2018.
The shift in viewing habits is clear, with young people spending an average of 20 minutes per week watching live TV, compared to 1 hour and 33 minutes on video-sharing platforms. This trend is not limited to the younger generation, as even middle-aged viewers between 45 and 54 are beginning to turn away from linear television.
Despite the decline in traditional TV viewing, overall TV and video content consumption at home in the UK increased in 2023, with people averaging four hours and 31 minutes per day. Ofcom noted that while the TV set remains central to household viewing, the rise in viewing time is primarily driven by the increased use of video-sharing platforms.
Moreover, the study also highlighted a rise in the viewership of broadcasters’ on-demand services such as ITVX and BBC iPlayer, indicating a broader trend towards digital content consumption. Radio has also seen a resurgence, with the highest number of weekly listeners across all devices in the past 20 years, attracting new audiences and increasing average listening hours per person.
In terms of streaming services, there was a marginal increase in viewership, with Netflix maintaining its position as the most popular platform. However, traditional television remains popular among older audiences, with those aged 65 and above watching more than four hours of TV every week.
Ofcom’s director of market intelligence, Ian Macrae, highlighted the changing preferences of younger generations, stating that Gen Z and Alpha are more accustomed to swiping and streaming than flipping through TV channels. These viewers seek flexibility, immediacy, and choice offered by on-demand services, spending over three hours a day watching video content, but only 20 minutes on live TV.
Overall, the study reflects a broader shift in the media landscape, with traditional TV facing stiff competition from digital platforms and on-demand services. As viewing habits continue to evolve, broadcasters and content creators will need to adapt to meet the changing needs and preferences of audiences across different age groups.
