Boost for broadcasters as young viewers flock to live shows
Live events are still the most watched TV programmes among young audiences, new data has revealed, marking a much-needed boost for traditional broadcasters.
Live TV favourites such as reality shows, talent shows and sports fixtures made up more than half of the top 30 most-watched programmes among 18 to 24-year-olds, according to figures from the Broadcasters’ Audience Research Board (Barb).
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Reality TV sensation Love Island ranked in first place, followed by singalong stalwart the Eurovision Song Contest.
BBC One’s live coverage of the Women’s World Cup semi-final clash between England and the USA came in third place, attracting more than 400,000 young viewers.
The data, which covers the year to 18 August, shows the significance of live events for traditional broadcasters as they look to adapt to the rise of streaming services and catch-up TV.
“We know viewing habits are changing and this age group in particular is increasingly streaming, downloading, recording, using catch-up services and watching TV on mobile devices,” said Sophia Lazarides, spokesperson for TV Licensing London and South East.
“However, these figures show that they still love the shared experience of live national events, which also generate debate and discussion on social media and amongst friends.”
But while live TV events may be key for winning over young audiences, the latest viewing figures from regulator Ofcom show the extent of the challenge faced by traditional broadcasters.
Broadcast viewing time among 16 to 24-year-olds has halved since 2010, with Youtube and Netflix now the most-watched formats among young audiences.
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Channel 4 last week signed a deal to use Sky’s advertising technology in a sign of increased cooperation between broadcasters in the face of increased competition from streaming rivals.
Apple and Disney will both launch their streaming services in November, in a move expected to shake up the increasingly crowded market.
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