Matt Williams shared a link from eshap.substack.com on the TM Hub

This is fascinating work by Evan Shapīro and Barb Audiences who collaborated to analyse viewing data to assess the stark realities of the rapidly changing media landscape.

It's a first-of-its-kind report on Total Video Viewing In The UK, showing an apples-to-apples, four-screen comparison of TV, Streaming & Social Video, broken down by P4-15, A16-34 & A35+.

There are some eye-opening plotlines in the data.

🇬🇧 Among all Brits, Social Video & Streaming now combine for an equal share of viewing time to Broadcast.

🇬🇧 For Audiences under 35, Streaming & Social Video now combine for an 80% share of viewing time.

🇬🇧 YouTube is now the #2 Video platform in the UK - surpassing ITV in the last year, and behind only the BBC.

🇬🇧 With Brits A16-34, YouTube, Netflix & TikTok are the top 3 video services.

🇬🇧 Netflix’s share of total audience is flat over the last 3 years - and down significantly with A16-34.

🇬🇧 In 2024, for all audiences under 35, YouTube has pulled in more watch time than all the UK Broadcasters – combined.

See the full report here: https://eshap.substack.com/p/mind-the-gap

Serena Fyvie

@MattWilliams Would have liked to have seen a comparison between longer time frames and other age demographics.

1 year ago Edited 1 year ago

Murray Donaldson

@MattWilliams look where the eyeballs are and the ad revenue will follow. I cant see an arguement for the expense of a TV advert when you can create an advert on socials for a fraction of the cost, that specifically targets your target demographic

1 year ago

Matt Williams

@MurrayDonaldson Exactly! Content creators are also bypassing traditional production companies, delivering their content directly to their audiences—essentially becoming their own production companies. Linear television will still have a place, but it won’t be the cash cow it once was.

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@MurrayDonaldson There was a time I lived overseas and came home to channel hop the ads! Not a fan of watching or clicking on social media ads because of the onslaught of what the algorithms think is right for me. I'm one of a kind, with diverse tastes. Prefer watching well crafted ads on a big screen where I can appreciate the artistry. Saying that, it does appear, to an outsider, that the industry needs to consider priorities and working practices.

Thomas Pegg

@MurrayDonaldson interestingly, with ad spend more into smaller socials ad spends, brands and agencies can utilise things like Facebook pixel to see how their content is doing, engagement, conversion rates from views to click through and purchases. Also the data on who purchased, to help refine the algorithm of what you’re likely to buy next time and hone it in (even if it’s anonymous!)

@MurrayDonaldson exactly, so with that sort of feedback and ability to target your audience so specifically and Taylor ads accordingly- why bother to spend on TV ads? Folk just change the channel or go on their phones when the ads come on anyway

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@MattWilliams "Generally, the UK production and commissioning community makes many of the highest quality entertainment programming and formats in the world. I feel this is all at risk". https://www.broadbandtvnews.com/2024/10/22/shapiro-uk-tv-ecosystem-at-risk/

@MattWilliams Interesting reading there. Thank you for sharing. My viewing and entertainment habits have changed over the years. I watch more TV now than when I was 18-35 and if the commissioners based their programming on what I was doing or watching back then, to keep me as a viewer, they'd have it wrong!

The Talent Manager

Matt Williams shared a link from eshap.substack.com

Customer Success Manager

MIND THE GAP