Streaming overtakes TV for the under-35s
Survey finds 16- to 34-yearolds are less likely to watch television, as they prefer services on other devices
Young adults are more likely to watch Youtube videos, stream Netflix and Amazon or play video games than they are to watch television, according to a survey of the nation’s viewing habits. The average Briton now spends five hours per day watching entertainment on screen, with 71 per cent of that taken up by live television, recorded programmes and catch-up. Among those aged 16-34, the figure falls to just 46 per cent. Ofcom found the viewing habits of the under-35s are increasingly diverging from older groups.
YOUNG adults are more likely to use their screens to watch Youtube videos, stream Netflix and Amazon or play video games than they are to watch television, according to a survey of the nation’s viewing habits. The average Briton now spends five hours and one minute per day consuming entertainment content on screen, with 71 per cent of that taken up by live television, recorded programmes and catch-up services.
Among those aged 16-34, the figure falls to just 46 per cent. A report by Ofcom found that the viewing habits of the under-35s are increasingly diverging from the rest of the population.
“The majority of their viewing does not originate from broadcast TV and, compared to all individuals, much more of their viewing is on devices other than the TV set,” the regulator said.
“As we have an ageing population, this means that audiences for broadcast television are getting older; for the first time, over-54s (who make up 28 per cent of the population of the UK) now contribute more than half of all broadcast television viewing.”
The Media Nations report also found that subscriptions to streaming giants have overtaken traditional pay-tv subscriptions, such as Sky and Virgin, for the first time. The total number of UK subscriptions to the three most popular streaming services – Netflix, Amazon Prime and Now TV – has reached 15.4 million, while 15.1 million subscribe to Sky, Virgin TV, BT TV, Talktalk TV and Youview.
Revenues from music streaming services have also exceeded physical sales for the first time.
Julian Aquilina, of Enders Analysis, the media research firm, said Netflix and Amazon appeal to people who do not want to be tied down to lengthy paytelevision contracts, and want to watch programmes on multiple devices.
“People are being drawn to watching programmes in multiple locations and multiple times, in a way they wouldn’t have been able to do before,” he said.
“Premium pay-tv packages can cost upwards of £50. Now people are being given the option to pay for a smaller amount of content for a cheaper price, and to have more flexibility.”
“I wouldn’t be surprised if levels of piracy had gone down, because what we are starting to see is a shift towards this cheap, flexible, legal service which people are accustomed to paying for.”
Streaming giants have been ploughing money into original shows, including The Crown on Netflix and The Grand Tour on Amazon Prime.
Mr Aquilina said: “People are definitely drawn to these services because of the original programming.”
The spread of superfast broadband and an increase in sales of connected television sets has also accelerated the change in viewing habits, Ofcom said.
The report also noted that cinema admissions have remained relatively unchanged in the past 15 years, “suggesting that the cinema viewing experience is still very much something that UK audiences value and continue to support”.