Overall TV viewing in Great Britain has dropped dramatically among all viewers, but especially among those under 25, who are watching 25% less TV per day than they were in 2010.And, according to the report, the decline continued to speed up among 16-24 year olds, dropping 10.5% between 2012 and 2014.
Younger viewers moved further away from live TV, too, with viewers under 35 saying they spent just 36% of their viewing time watching live TV, according to the new report from regulator Ofcom. Those declines go hand-in-hand with an increase in the uptake of on-demand services; about six-in-10 adults now use on-demand services, although that number is seven-in-10 among 15-34 years old. The use of pay-OTT services like Netflix and Amazon Prime have increased to 20%, from just 6% two years ago.
“There are significant differences in the viewing habits of older and younger audiences,” said Jane Rumble, director of market intelligence at Ofcom. “As media and technology continue to evolve, it is important that broadcasters respond to these changes, so they can keep meeting the needs and expectations of viewers.”
The report also found that:
Online services like BBC iPlayer, All 4, Netflix and Amazon are providing consumers with greater choice in how they choose to watch programs.
One third of all viewing among 16-24s is now being spent on on-demand services in 2016.
Individuals in the UK watched 3 hours 36 minutes of measured broadcast TV in a typical day in 2015, an 11% decline.
Among 25-34s viewing time was down 19%, down 17% among 35-44s and down 5% among 55-64 year olds.
Ofcom said time spent watching TV news was up, after three years of declines.
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