The divergence in consumption habits between younger and older generations increased as a consequence of COVID-19, but online video is one of the few media that witnessed an increase from 2019 across all age groups.

Why it matters

Consumption habits among different age groups drifted apart as a result of COVID-19, leaving 16- to 34-year-olds and over-55s with a similarity rate of a mere 8%.

TV is the media that best represents this generational gap: even though live TV still records a significant daily reach of two-thirds for those aged 16 to 34, younger audiences consume almost 1 hour...