Are young people still watching TV?
By Sarah Simcox, Media Planner
Earlier this year, Ofcom released their Communications Market Report, in which they stated: ‘Younger adults (aged 16-24) now watch almost seven times less scheduled TV than those aged 65 and over’ and ‘TV broadcasters' share of TV and video viewing had fallen to 59% in 2021, down from 67% in 2019.’
However, whilst these figures are true- we as an agency know that young people are actually still watching TV, but they ways in which they are watching has changed.
The numbers are there:
Thinkbox concluded that the one trend that didn’t change in 2021 is the difference between 16-34s’ video consumption and the UK average. TV (broadcaster + SVOD) accounts for 69% of the average video day compared with 48% for 16-34s. Within this, broadcaster TV continues to be the largest single portion of video viewing, both for 16-34s and all individuals. YouTube also dominates the online video space accounting for over half of 16-34s’ time spent with online video. TikTok has seen a significant increase, claiming a 19% share of all 16-34s’ video viewing time.
However, when we consider that for all other people, broadcast viewing time is 5 hours 5 minutes, 16-34s are at 4 hours and 44 minutes, which although a gap, it isn’t a huge one- it’s an hour and fifteen minute difference. When put into perspective, arguably presents the fact that this audience are still watching Broadcast TV daily and for a significant portion of time. In further research, ITV and Channel 4 both have been investing in content for the younger audience.
The younger audience and ITV:
Let’s look at VOD first with ITV HUB, very soon to be ITVX- it has a very strong 16-34 audience profile, with 42% of the audience falling into this demographic. In 2021, 34% of ITV Hub’s consumption hours were from viewers aged 16-34.Programmes such as Love Island see 16-34s tune into ITV Hub en masse, with 2.1 million 16-34s watching the latest series across all devices, and 46% of the total audience was 16-34. Furthermore, with regards to the younger audience and Linear, ITV holds a strong position in the market. ITV2 is the leading digital channel for 16-34s.
ITV doubled down on commitment to reach younger audiences this year with both a winter and summer season of Love Island and the launch of Big Brother next year.
Overall, ITV is evolving a new relationship with 16-34s, introducing new content that aligns with their interests and beliefs. As MAG have heard from ITV, ITVX aims to continue expanding their offering to to bring more of that demographic in, and this includes investing in and placing more content that will reach different niches within this demographic; which shows that ITV believes there is a lucrative and large space for the demographic in their newer endeavours.
The Younger Audience and Channel 4:
Channel 4 has launched an all new digital-first brand, Channel 4.0. This content destination will be home to new social formats and returners, rooted in youth culture, with “playful mischief” at their heart, Channel 4 says.
The content will have a core focus of reaching, engaging and entertaining 13–24-year-olds. Channel 4.0 will be a dedicated space on YouTube and across social, for Channel 4 and content creators to collaborate, giving young audiences a new place to get their daily hit of laughter and entertainment, through a series of elevated programmes online. This shows a channel meeting an audience where they are.
Overall, collated, it shows that younger audiences are still watching TV; and no matter where they’re watching it- if channels and brands can reach them, it’s likely they will keep watching.