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...