New data from consumer research company GWI reveals that broadcast TV is still central to Brits’ media consumption, with nearly two-thirds (64%) of TV viewing time spent on live TV, rather than online streaming (36%).

Despite the rise of streaming platforms over the years, GWI’s 2024 Global Media Landscape Report shows the nation is still enjoying live TV, with hits like the BBC’s The Traitors breaking viewership records and demonstrating TV’s durability.

“Live TV is still a core form of entertainment for consumers across the UK,” says Chris Beer, Trends Analyst at GWI.

“But as with any form of consumption, appetite is always subject to change. Although TV still dominates, our data shows that at the end of 2023, 13% of Gen Zs don’t watch broadcast TV on a typical day.”

GWI’s latest report outlines the biggest media for brands and marketers looking to resonate with their target audiences. Key findings include:

• AI for brand discovery. The explosive popularity of ChatGPT over the past year has seen the once fringe technology enter the mainstream, and has become ingrained in how younger generations in particular search for information. The AI powered chatbot is now one of the top three ways Gen Z search for information, with 40% of 16-26-year-olds using it in this way.
• Social media search. Gen Z relies heavily on social media, and its role in shopping cannot be underestimated. This is the only generation to prefer social platforms over search engines for this purpose. Customizable results will draw 16-26-year-olds in, and it’s likely this behaviour will continue with Gen Alpha. Over a fifth of 12–15-year-olds say they mainly use social media to find things to buy.
• Lack of diversity in traditional media. Ethnic minority groups are more receptive to influencers than ads compared to the average consumer, which suggests they are still underrepresented in traditional media. Over a fifth (22%) report that influencer recommendations are most relevant to them on social media, compared to 14% of all consumers.
• Price becomes the priority. Since 2021, there’s been a 17% increase in shoppers favoring ads that offer discounts or special offers, with 37% saying this is a priority for them. This change in consumer priorities puts price over other factors such as social responsibility.

Beer said: “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.”

Methodology

All figures in this report are drawn from GWI’s online research among internet users aged 16-64, or 16+. The figures are representative of the online populations of each market, not its total population. Note that in many markets in Latin America, the Middle-East and Africa, and the Asia-Pacific region, low internet penetration rates can mean online populations are more young, urban, affluent and educated than the total population.

Each year, GWI interviews more than 960,000 internet users aged 16-64 in 53 markets via an online questionnaire for its core data set. A proportion of respondents complete a shorter version of this survey via mobile, hence the sample sizes presented in the charts throughout this report may differ as some will include all respondents and others will include only respondents who completed GWI’s Core survey via PC/laptop/tablet.