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Latest TV and Video Consumption Announced via Ofcom
Are the changes in our TV viewing habits a benefi t in the shopfl oor selling process?
minutes per person per day). Gavin & Stacey, Wallace & Gromit: Vengeance
Most Fowl and Mr Bates vs The Post Offi ce were the most-watched TV programmes/fi lms of 2024. Broadcasters accounted for half of the top ten most-viewed titles in 2024, taking the top three positions. Gavin & Stacey: The Finale was the most-watched programme of the year, averaging 18.6 million viewers across BBC One and BBC iPlayer on TV sets. Audiences continue to say they are satisfi ed with public service broadcasters overall According to Ofcom’s Public Service Media
Tracker 2024, about seven in ten (68%) PSB viewers say they are satisfi ed with them overall, in line with previous years. • Overall, viewers consider PSBs are broadly
delivering ‘well’ across a range of attributes. These include ‘programmes made for UK audiences’ (67%), ‘a wide range of diff erent types of programmes, such as drama, comedy, entertainment or sport’ (67%) and programmes that ‘appeal(s) to a wide range of diff erent audiences’ (63%), broadly consistent with previous years. A majority of UK audiences (71%) said it is
G
rowth in viewing to broadcasters’ online video services has not offset
a decline in linear TV viewing – but broadcaster content still accounts for the majority of in-home viewing. Individuals (aged 4+) spent on average 4 hours 30 minutes per day watching video content at home in 2024, only one minute less than in 2023. The TV set remains central to video viewing in the home; in 2024 84% of in-home video viewing was through the TV set. Broadcast TV viewing continued its long-term decline in 2024, especially among young adults. On average, individuals (aged 4+) spent 4% less time watching broadcast TV on TV sets than in 2023, with their average viewing dropping to 2 hours 24 minutes per day. Just as in 2023, a decline was seen across all age groups except adults aged 75+. However, the decrease across all age groups, except for adults aged 25-34, was smaller than in the previous year. In 2024, the average weekly reach of
broadcast TV declined across all age groups, although at a slower pace than the previous year: 73.8% of individuals watched broadcast TV each week on TV sets, a 1.7 percentage point (pp) year-on-year decrease, less than the 3.8pp
Winter 2025
drop between 2022 and 2023. Weekly reach was highest among those aged 65+ (94%) and lowest among 1624s (45%). The average weekly reach of the commercial public service broadcasters (PSBs), as well as the broader multichannel sector, continued to decline in 2024. However, the reach of BBC channels across all age groups remained stable year on year, and time spent viewing BBC iPlayer led to a slight increase in overall BBC video viewing. Despite the decline in linear TV viewing,
broadcaster content continues to make up the majority of Barb-measured in-home video viewing, at 56% in 2024 (57% in 2023) helped by growth in broadcaster video-on-demand (BVoD) consumption. A quarter of 16-34s’ viewing is now to broadcaster content, versus 90% for those aged 75 and over. The amount of time spent watching BVoD
overall (25 minutes per person per day) was for the fi rst time higher than the average time spent watching recorded playback of live channels (23
PEOPLE MAKE THE DIFFERENCE
important that PSBs provide catch-up, on- demand or streaming services, in line with 2023 (71%); those in socio-economic groups ABC1 were more likely than those in C2DE groups to say this is important (78% vs 64%). Although take-up of SVoD services has plateaued, many, especially younger audiences, turn to these services when fi rst switching on the TV The proportion of UK households receiving
any subscription video-on-demand (SVoD) service in Q1 2025 continues to plateau, and was at the same level as it was (at 68%) in 2021. Two- thirds of UK households subscribe to at least one of Netfl ix, Amazon Prime Video or Disney+. Netfl ix remains the most subscribed-to service, present in almost six in ten UK households and it accounted for nearly half of total SVoD viewing in 2024. Ofcom’s TV Viewer Journeys analysis looked at
the fi rst destination viewers go to after switching on the TV. SVoD is the platform children and young adults are most likely to select fi rst when turning on the TV. Twenty-seven per cent of children aged 4-15 choose SVoD as a fi rst TV destination, compared to 26% who select a linear channel and 20% who choose a video- sharing service (mainly YouTube). An SVoD service is also the jointly most popular fi rst destination for adults aged 16-34, although the same proportion (30%) select a linear channel as their fi rst destination.
*SVOD – Subscription Video on Demand *BVoD – Broadcaster Video on Demand *PSBs – Public Service Broadcasters
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