Julia Stoll
Research expert covering TV and video media
Gen Z media consumption in the United Kingdom - statistics & facts
The digital landscape is rapidly evolving, and nowhere is this more evident than in the viewing, listening, and social media habits of Generation Z in the United Kingdom. As traditional television consumption declines, online platforms are gaining ground, with Gen Z leading the charge in adopting new technologies and consumption patterns. Surprisingly, this digital-native generation still finds value in physical media formats, challenging assumptions about their preferences.
The contrast between Gen Z's media habits and those of older generations paints a picture of a media landscape in flux. These shifting trends not only reflect changing consumer behaviors but also hint at the future of media consumption and information dissemination in the UK.
Shifting TV landscape: Gen Z leaning towards online viewing
The television landscape in the United Kingdom is undergoing a transformation, with a clear shift from traditional visual media to online alternatives, and the youngest generations are driving this change. While broadcast television consumption has been declining since 2010, the average time spent watching it still amounted to two hours and 38 minutes per day in 2023. However, this figure varies greatly across age groups, with those aged 65 and over tuning in for more than five hours daily, compared to less than an hour among 16-24-year-olds. This generational divide is further emphasized by the fact that Gen Z spent 93 minutes daily watching videos on sharing platforms like TikTok or YouTube in 2023, much longer than their older peers. The shift towards online sources is evident in the doubling of average daily viewing time for broadcaster video-on-demand (BVOD) between 2022 and 2023. Young consumers therefore shape the future of video consumption, which will be predominantly digital.Audio habits: Gen Z's diverse listening preferences
While traditional radio remains a popular form of audio consumption, younger listeners tend to prefer online audio. For the 15- to-34 age group, streamed music has become the dominant audio format, with live radio accounting for only 25 percent of their listening time. This shift indicates a clear preference for on-demand and personalized audio experiences among younger audiences. Interestingly though, despite the trend towards digital audio, Gen Z is not abandoning physical formats entirely. A 2024 survey found that a substantial 59 percent of Gen Z respondents reported listening to physical music releases, with an additional 34 percent stating they purchase CDs. The coexistence of streaming preferences alongside an appreciation for physical releases demonstrates the multifaceted nature of Gen Z's audio consumption patterns.Gen Z's digital dominance: Social media reigns supreme
In the United Kingdom, an overwhelming 98 percent of Gen Z individuals were active on social media platforms as of September 2024, surpassing even the high adoption rates of millennials (97 percent), Gen X (92 percent), and Baby boomers (86 percent). Social media networks play a crucial role in Gen Z's daily life, with TikTok commanding an impressive 120 minutes of daily engagement among users aged 15 to 24. Instagram, despite lower average daily usage of less than 30 minutes, maintains the highest reach at 53 percent for this demographic. Notably, social media has become the primary source of news for Gen Z, with over a third of 18- to 24-year-olds relying on these platforms for information, far outpacing traditional media like television, which is used by only 11 percent of this age group for news access. Despite their preference for online platforms, Gen Z still considers terrestrial, free-to-air TV news as the most trustworthy source.The contrast between Gen Z's media habits and those of older generations paints a picture of a media landscape in flux. These shifting trends not only reflect changing consumer behaviors but also hint at the future of media consumption and information dissemination in the UK.
