Ipsos MORI study: lockdown boosts TV viewing for 18-34s

Ipsos MORI study: lockdown boosts TV viewing for 18-34s

63% of Britons say that their household is now watching more TV and streaming services as a result of the coronavirus pandemic, according to a new study looking at the impact of lockdown on media habits.

Half of the British public (48%) also say that watching TV programmes has become more central to their household than it normally is.

The findings, gathered by Ipsos MORI, also offer a small surprise: it is younger generations that are most likely to have increased their TV consumption.

Three-quarters of those aged 18-34 say their household is watching more TV and streaming services. Among those aged 55 and over, half have seen an increase in their consumption.

“As we all continue to adapt to life in lockdown, many of our media habits are changing dramatically,” said Becky Goodfield, senior director at Ipsos MORI.

“Not only are our routines altered, but we have new needs to be met, and TV and streaming services are clearly playing a key role for many. Lockdown is a window of opportunity to engage audiences whilst they have more time on their hands and a desire to try new services.

“Those who can understand their audience’s changing needs and demonstrate their longer-term relevance are more likely to cut through and create strong relationships, making them sticky once lockdown is over.”

A third of Britons (32%) say they have tried TV channels or streaming services that they wouldn’t normally watch while two in 10 (22%) are now spending more on TV services than they would be if it weren’t for coronavirus.

In comparison, only 12% of Britons have cancelled existing subscriptions to TV services to save costs.

Three-quarters of Britons (76%) have seen news and current affairs become a more important aspect of their TV services since the start of the coronavirus crisis, whilst just under two thirds (62%) claim TV and streaming services are playing an important role in relieving boredom during lockdown.

Half (51%) say TV and streaming services are playing an important role in helping people to educate themselves and 44% see it as helpful in distracting themselves from the coronavirus pandemic.

Elsewhere, over a third (37%) of Britons have been accessing news online more since the pandemic began, while 36% are using social media more.

Three in ten (29%) are shopping online more and a quarter (25%) are playing more video games by themselves, compared to only 14% who have increased the amount of time they spend playing video games with other people.

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