Media consumption: the ‘surprising’ endurance of broadcast media
Despite two decades of online disruption, the UK remains reliant on traditional platforms and brands across the media sector—more so for older cohorts, but also for younger generations.
13% of adults still do not use the internet and, in reality, an online-only media ecosystem remains a distant prospect.
Traditional providers, particularly within TV, radio and news, look set to endure for the long term, aided by the trajectory of the UK’s ageing population.
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The online shift has already had a huge impact among younger age groups, with only 55% of under-35s’ current viewing to broadcasters. Older audiences are slowly starting to follow suit, but have a long way to go
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