The Evolving Media Landscape: Streaming Dominates as Traditional TV Viewership Declines

The media landscape is undergoing a profound transformation, as young people increasingly turn away from traditional live television in favor of video-streaming platforms. While this shift is reshaping the way we consume content, the study also reveals a surprising comeback for radio, suggesting a more diverse and dynamic media ecosystem.

Captivating the Attention of Gen Z and Millennials

The Rise of Streaming and the Decline of Live TV

The study conducted by the media regulator Ofcom paints a clear picture of the changing media consumption habits among young people. Less than half (48%) of those aged 16 to 24 now watch live television each week, a significant drop from 76% in 2018. This demographic is increasingly turning to platforms like YouTube and TikTok, spending an average of 1 hour and 33 minutes per week watching video content on these platforms.The shift away from traditional television is even more pronounced among those aged 25 to 34, with only 35 minutes of live TV viewing per week. In contrast, a staggering 93% of 16 to 24-year-olds and 63% of 25 to 34-year-olds opt for video-sharing platforms over traditional TV.

The Allure of Flexibility and Immediacy

Ofcom's director of market intelligence, Ian Macrae, explains the appeal of these on-demand services, stating, "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."This preference for the convenience and personalization of streaming platforms is a clear indication of the evolving media landscape, where traditional viewing habits are being challenged by the rise of digital alternatives.

The Resilience of Radio

While the decline of live TV viewership among young people is evident, the study also reveals a surprising comeback for radio. In the first quarter of 2024, radio reached its highest number of weekly listeners across all devices, with just under 50 million people tuning in.Radio is not only attracting new audiences but also increasing its average hours per listener, with just over seven in 10 people aged 15 and above listening to commercial stations at least once a week. This resurgence suggests that radio remains a relevant and engaging medium, even in the digital age.

The Enduring Appeal of Traditional Television

Despite the significant shift towards streaming, traditional television still maintains a strong hold on older audiences. The study found that those aged 65 and above continue to watch more than four hours of television every week, demonstrating the enduring appeal of linear TV for certain demographics.This finding highlights the need for a nuanced understanding of media consumption patterns, as different age groups exhibit varying preferences and behaviors. As the media landscape evolves, content providers and advertisers must adapt their strategies to cater to the diverse needs and preferences of their audiences.

The Changing Landscape of Video Streaming

While streaming services have seen a marginal rise in viewers, up 6% between 2022 and 2023, Netflix remains the most popular platform, with an average of 21 minutes of viewing per person per day. This suggests that while the streaming market is becoming more competitive, Netflix continues to maintain its dominance.However, the study also reveals a significant increase in the viewership of broadcasters' on-demand services, such as ITVX and BBC iPlayer, which rose by 29% between 2022 and 2023. This indicates that traditional media companies are adapting to the changing landscape and successfully engaging viewers through their own digital platforms.

The Enduring Presence of Television

Despite the decline in live TV viewership, the study found that people in the UK watched more TV and video content at home in 2023 than in the previous year, averaging 4 hours and 31 minutes a day. Ofcom noted that the TV set "remains at the heart of household viewing," with the increase in its use being primarily driven by a rise in the viewing of video-sharing platforms.This suggests that while the way we consume media is evolving, the television set continues to play a central role in our daily lives, serving as a hub for a diverse range of content, from traditional broadcasts to the latest digital offerings.