Live TV reigns supreme in the UK, but streaming gains traction

A new report by consumer research company GWI reveals that while streaming services are on the rise, traditional broadcast TV remains the king of British media consumption. According to the study, nearly two-thirds (64%) of Britons' TV viewing time is dedicated to live broadcasts, compared to just 36% for online streaming services.

However, the data also highlights a shift in viewing habits among younger demographics. GWI's report indicates that 13% of Gen Z viewers reported not watching any broadcast TV on a typical day in late 2023. This suggests a growing preference for on-demand content among this age group.

The report offers valuable insights for brands and marketers looking to connect with specific audiences:

Gen Z Embraces AI for Discovery: The explosive popularity of AI tools like ChatGPT has transformed how younger generations search for information. Notably, 40% of 16-26 year olds use ChatGPT to find what they're looking for, making it one of their top three search methods.

Social Media Drives Shopping for Gen Z: Social media platforms are crucial for Gen Z, especially when it comes to shopping. They are the only generation to prioritize social media over search engines for product discovery. With over a fifth (21%) of 12-15 year olds reporting using social media primarily for finding things to buy, this trend is likely to continue with the upcoming Gen Alpha.

Underrepresentation in Traditional Media: The study highlights a lack of diversity in traditional media channels. Ethnic minority groups reported a stronger preference for influencer recommendations over traditional advertising compared to the average consumer. This suggests a potential underrepresentation of these demographics in mainstream media, with over 22% of ethnic minority consumers finding influencer suggestions most relevant on social media, compared to just 14% of all consumers.

Price Takes Center Stage: The report also found a significant shift in consumer priorities when it comes to advertising. Since 2021, there's been a 17% increase in shoppers prioritizing discounts and special offers in ads. This trend suggests that price has become a more critical factor for consumers than social responsibility initiatives.

"While traditional advertising remains powerful," commented Chris Beer, Trends Analyst at GWI, "the data presents exciting opportunities for brands to connect with audiences in innovative ways. Young consumers are turning to AI and social media for shopping and brand discovery, while ethnic minority groups respond more favorably to influencers. Brands need to adapt their marketing strategies to embrace these new media channels and discover fresh pathways to reach their target demographics."