Homebound Brits turned to streaming in 2020

An overview of video consumption across different age groups in the United Kingdom in 2020.

The divergence in media consumption between younger and older generations widened due to the coronavirus outbreak, according to the third edition of the IPA’s ‘Making Sense’ study, but online video consumption grew markedly among both cohorts during lockdown last year.

Data show that 16 to 34 year-olds and those over the age of 55 had a 58% similarity in the way they consumed media in 2015, but this dropped to just 8% during the first national lockdown in March 2020.

Online video – across platforms like YouTube or Vimeo – bucked this trend; it was one of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands