Shapiro: UK TV ecosystem at risk
October 22, 2024 16.05 Europe/London By Julian Clover


Evan Shapiro believes that Britain provides some of the best and most important television and film content in the world. The ‘media cartographer” also highlights the BBC as “the only reliable, global, independent English-language video news organisation on the planet”.

In a collaboration with audience research organisation Barb, Shapiro describes how a tsunami of change will envelop the UK’s broadcast ecosystem as Millennials and Generation Z continue to take over households.

Shapiro highlights some of the characteristics of the UK market when compared to the United States, such as the Britain’s TV licence fee, the public service broadcasters, and free-to-air coverage of some live sports.

According to Shapiro older viewers are likely to stream less and use less social video, but they’re watching “substantially more” broadcaster than younger audiences. “They also make up a greater percentage of the population and viewing audience in the UK than they do in the US, and so, their habits influence total viewing in a disproportionate manner. But this will not last forever.”

Shapiro’s theme is the pressure awaiting broadcasters as demographics change. There is a sizable gap in viewing habits for the populations over and under 35. Streaming is growing at its fastest among eldest UK viewers; and a simultaneous drop in Broadcast and Pay TV, even with viewers older than 35.

Social Video now comprises more than 20% of total UK video consumption and is the most-watched format for all UK audiences under 35. Shapiro expects this to change as generations age. “However, considering that Millennials are now 28-43 and that usage has grown 22% in absolute terms with viewers 35+ in the last two years, one can expect Social Video to continue to play a central role in the UK video economy.”

While streaming usage is still growing across all age groups, within the young streaming growth is slowing.

YouTube is now the number two platform for total viewing in the UK, overtaking ITV in the last 6 months, while the BBC remains in a “strong position” overall. Among audience over 35, YouTube is third.

Barb’s data shows that most Broadcast and Pay TV viewing comes from older audiences. Streaming platforms, on the other hand, are pulling in a range of demographics, but appeal more to younger viewers.

With Millennials and Gen Z, YouTube and TikTok now rank first and third, bookending Netflix, and ahead of all broadcasters and pay-TV providers.

In the first half of 2024, for all audiences under 35, YouTube pulled in more viewing time than all the Broadcasters – combined.