Traditional broadcast TV remains more popular than streaming despite a concerted decline in viewership over the past decade, illustrating its enduring importance to marketers and advertisers.
Broadcast still makes up close to two-thirds (64%) of the British public’s viewing time – as opposed to only 36% for online streaming, according to a study by market research firm GWI.
Revealed in GWI’s 2024 Global Media Landscape Report, the figures clearly illustrate the ongoing clout of linear TV within the wider media landscape, in the face of intense competition from streaming providers.
Spearheaded by immensely popular shows like the BBC’s ‘The Traitors’, broadcast TV has shown that it can still break viewership records and challenge the perceived hegemony of streaming.
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“Live TV is still a core form of entertainment for consumers across the UK. But as with any form of consumption, appetite is always subject to change, said GWI trends analyst, Chris Beer.
“While traditional advertising remains strong, the data presents new opportunities for brands to engage audiences in creative ways.
“Young people are turning to AI and social media for their shopping and brand discovery, ethnic minority groups are responding more to influencers. Brands should look for new ways to expand their marketing strategies through the media and find new pathways to reach people.”
GWI’s report also found that traditional TV advertising remains highly impactful, with 31% of consumers saying that TV is still the best way for them to discover new brands.
For younger generations however, brands must prioritise social media – with as many as 13% of Gen Zs saying that they won’t tune in at all to broadcast TV on a typical day.
