Brits go streaming as digital media consumption grows

During the pandemic, Britons watched more live and on-demand TV but average weekly viewership fell as streaming viewership rose sharply, according to a new report. 

YouGov’s ‘International media consumption report 2021: Is there a new normal?’ is based on more than 18,000 interviews across 17 global markets and explores traditional media, digital media, advertising, subscriptions and the impact of COVID-19. 

Key GB points 

• COVID-19 increased average weekly viewers for streaming (+8%) while live TV (-2%) and on-demand decreased (-4%).
• The proportion of Britons who listen to podcasts increased to a third in 2020 (33%), with comedy the most popular genre (16%).
• Commercial radio listenership declined from 59% to 55% as fewer people commuted and more worked from home. 
• Print magazine consumption saw significant decline between 2019 and 2020 (41% to 26%), print news readership fell 9%.
• Popularity for mobile/tablet news apps grew by 4% to rival print as a preferred news source (29% compared to 34%).

Final thought 

“COVID-19 has significantly impacted consumer behaviour and, in turn, media consumption habits globally. Change has been unpredictable. Reliable, up-to-date insight can provide an early window into behaviour change to inform effective media planning and campaign development” – Jules Newby, Sector Head of Media at YouGov.

Sourced from YouGov