A new ‘Truth about Youth’ study, commissioned by UK marketing body Thinkbox, shows that TV’s popularity as a form of video consumption drops a vertiginous 16% among 16 to 24 year olds.
However, young people have always watched less TV than the average, and today TV viewing (including live, playback and the broadcasters’ VOD services) still dominates the video viewing of all ages. This generation of 16-24s simply has a more varied video diet, with TV accounting for 65% of their total video viewing compared to the UK average of 81%.
Part of the reason for this difference is explained by the fact that 16-24s are the biggest fans of watching video on new screens, such as tablets and smartphones. 30% of 16-24s’ video viewing is on these devices – double that of the average individual at 15%.
“There has been an immense amount of speculation about how younger audiences are watching TV and newer forms of video,” comments Matt Hill, Research and Planning Director at Thinkbox. “This research shows that newer forms of video have important roles to play in young people’s lives and that TV remains by far their favourite medium. Different video fulfils different needs and they co-exist happily.”
The ‘Truth about Youth’ study was conducted by youth research specialists Platypus.