British TV viewing plummets as streaming takes over, even among older audiences

Part 1: British TV Viewing in Decline as Older Audiences Join Shift to Streaming

In recent years, the British television landscape has undergone a significant transformation, with traditional live television broadcasts experiencing a sharp decline in viewership. According to a report by media regulator Ofcom, Britons are increasingly switching off their televisions and turning to streaming services such as Netflix and Disney+. This trend is not limited to younger generations, as even older audiences aged 65 and above are now cutting back on television and embracing the digital streaming revolution. The proportion of people watching any traditional TV broadcast in a given week has declined from 83% in 2021 to 79% in 2022, marking the sharpest fall on record. Among 16- to 24-year-olds, only 54% are watching any live television. Instead, Britons are spending an average of four hours and 28 minutes consuming video content every day, with just two hours dedicated to traditional live television broadcasts. Video sharing platforms like YouTube and TikTok are increasingly capturing audience attention. However, it is important to note that traditional broadcasters still play a significant role in the British media landscape. Public service broadcasters such as the BBC, ITV, Channel 4, Channel 5, and Welsh-language channel S4C continue to produce a substantial amount of content that is consumed by Britons. While audiences may use catch-up services like iPlayer and ITVX to watch TV dramas, they still tune in collectively for live broadcasts of major events such as international football matches, news events like Queen Elizabeth II's funeral, and popular entertainment shows like I'm a Celebrity... Get Me Out Of Here!. Another notable shift highlighted by Ofcom is the decline in the number of programmes attracting "mass audiences." The number of shows with over 4 million TV viewers has more than halved in recent years, with fewer people tuning in to watch evening TV news bulletins and popular soaps like Coronation Street, EastEnders, and Emmerdale. While streaming platforms are gaining popularity, their audience is spread across a large number of shows, limiting their cultural impact. In 2022, only 48 programmes on streaming platforms attracted more than 4 million British TV viewers, with Netflix accounting for the majority of these. Additionally, there are signs of a splintered entertainment market, as around 66% of households have access to a paid streaming service. This means that a third of households, often those that are poorer, older, or single-parent households, rely on traditional broadcast television and free catch-up services. While the rest of the country enjoys big-budget content on platforms like Netflix and Amazon Prime, these households are left with limited options. Yih-Choung Teh, group director of strategy and research at Ofcom, acknowledged the changing landscape, stating, "Today's viewers and listeners have an 'all-you-can-eat' buffet of broadcasting and online content to choose from, and there's more competition for our attention than ever." Traditional broadcasters are witnessing steep declines in viewing figures for their scheduled, live programmes, even among typically loyal older audiences. However, public service broadcasters continue to bring the nation together during important cultural and sporting moments, and their on-demand players are experiencing positive growth as they adapt to meet audience needs.

Part 2: Broadcast TV Audiences See Sharpest Fall Since Records Began

According to a recent report by Ofcom, the number of viewers tuning in to watch broadcast television each week has seen the sharpest decline since records began. The proportion of people watching traditional TV broadcasts in a given week has fallen from 83% in 2021 to 79% in 2022. Similarly, the average time spent watching broadcast television per person per day has decreased from two hours and 59 minutes in 2021 to two hours and 38 minutes the following year. The report highlights the intensifying competition for viewers' attention between public service broadcasters and streaming platforms. Despite the decline in traditional TV viewing, public service broadcasters like BBC One and ITV1 still dominate the UK's most-watched list with valued national TV moments. The report also emphasizes the importance of broadcast events that bring the nation together for shared viewing experiences. For example, England's quarter-final in the FIFA World Cup, the State Funeral of the Queen, and the Queen's Platinum Jubilee were among the top three most-watched programmes in the UK in 2022. However, there has been a significant decline in the number of programmes attracting "mass audiences." The report reveals that the number of shows with over four million TV viewers has more than halved in the past eight years. This decline can be attributed to fewer people tuning in to watch evening TV news bulletins and popular soaps like Coronation Street, EastEnders, and Emmerdale. Streaming platforms, particularly Netflix, account for the majority of programmes that attract over four million viewers. The report also highlights regional variations in viewing habits. In Scotland, crime drama Shetland appeared in the top ten most-watched programmes, distinguishing it from other UK nations. Additionally, the average daily broadcast TV viewing time among core older audiences aged 55 and above has significantly declined. These audiences are increasingly embracing streaming services, leading to a drop of 10% in daily viewing time compared to the previous year. Yih-Choung Teh, group director of strategy and research at Ofcom, acknowledges the challenges faced by traditional broadcasters, stating, "Our traditional broadcasters are seeing steep declines in viewing to their scheduled, live programmes – including among typically loyal older audiences – and soaps and news programmes don't have the mass audience pulling power they once had." However, public service broadcasters continue to bring the nation together during important cultural and sporting moments. Their on-demand players are also experiencing positive growth as they adapt to meet audience needs.

Part 3: Scotland's Viewing Habits and the Future of Traditional Media

In Scotland, television continues to be a significant part of people's daily lives, with the average person spending three hours a day watching TV in 2022, the highest among all UK nations. However, this represents a decrease of 27 minutes compared to the previous year. Despite the rise of streaming services, nearly seven out of ten adults in Scotland still rely on TV channels for their news updates, compared to 54% who use social media platforms like Facebook and Twitter. BBC One Scotland remains the most-used news source in Scotland, followed by STV/ITV1 and Facebook. STV news is the most-used source for news specifically about Scotland. However, when BBC One and BBC Scotland channels are considered together, their combined viewership rises to 34% across programmes like Reporting Scotland and The Nine. While viewers in Scotland have expressed satisfaction with public service broadcast channels, there is a demand for more regional and Scotland-focused programming. The rise of digital technology is also evident in Scotland, with 53% of households having a Smart speaker, the highest among all UK nations. Amazon Echo is the most popular brand. This reflects the changing media consumption habits of Scottish audiences, who now have a wide range of choices between online music services and podcasts. Glenn Preston, Ofcom's Scotland director, acknowledges the evolving media landscape, stating, "While this year has seen the steepest annual decline in daily broadcast viewing time, Scotland continues to be the UK's biggest TV-watching nation." He highlights the streaming revolution in the listening space, with audiences embracing online music services and podcasts. However, traditional radio remains a beloved platform for audiences across Scotland, even as digital platforms gain popularity.