By Head of Broadcast, Gregor Chalmers
Understanding Today’s Viewing Landscape Across Generations
As media habits shift, so do the ways audiences unwind. Ofcom’s Media Nations report shows that daily TV viewership in 2023 reached an average of four hours and thirty-one minutes, a 6% increase from the previous year. But there’s a key insight here: different generations are approaching content consumption in uniquely distinct ways. Older viewers remain loyal to traditional linear TV, while younger generations are increasingly drawn to streaming platforms. This divergence highlights not only technological evolution but also the distinct experiences each generation brings to media consumption.
The Main TV Screen: Central to All Audiences
Amidst these differences, one element remains consistent—the main TV screen remains a focal point across all age groups. Today’s audiences, regardless of generation, continue to gravitate towards larger screens for streaming platforms like Netflix, Amazon Prime Video, and even YouTube, where almost a third of UK viewing now takes place on TV screens. In fact, nearly 85% of streaming service viewership happens on the main TV.
This is a prime opportunity for advertisers: Thinkbox research shows that ads viewed on a living room TV have 60% higher recall than those watched on mobile devices. For brands, this reinforces the TV screen as the most effective space to deliver impactful, memorable advertising.
Beyond Generational Labels: Why Nuance Matters
Generational insights are valuable, but they need to be approached with nuance. Consider Baby Boomers, often grouped together as a single segment. Yet a Boomer born in 1949, shaped by the cultural shifts of the swinging sixties, likely has different media preferences than someone born in 1964 who came of age during the Thatcher era. These subtle differences within generations mean that audience targeting based on broad labels alone risks missing meaningful connections.
Refining Video Strategy: Understanding How Each Generation Engages with TV
While traditional TV remains the preferred choice for older generations, younger viewers are redefining “TV time” through a blend of streaming, on-demand, and multi-platform viewing. However, the shared preference for the main TV screen suggests that the home viewing experience remains strong across all demographics. Brands that adapt to these insights can develop media strategies that are not only generationally informed but audience specific.
Key Takeaways for Marketers
- Prioritize the Main TV Screen: The living room TV remains the most impactful channel for cross-generational reach. Optimising campaigns for the main screen is essential for maximizing recall and effectiveness.
- Move Beyond Generalisations: Generational labels offer starting points, but meaningful connections are made by understanding the unique contexts that shape each group’s media habits.
- Craft Campaigns that Resonate Across Audience Nuances: The brands that succeed in 2025 and beyond will be those that understand audiences as dynamic and diverse, tailoring messages to resonate with the individual preferences behind each demographic label.
In a landscape defined by complex viewing habits, today’s audiences expect more than one-size-fits-all messaging. The brands that stand out will be those that move beyond generational shorthand to deliver messages that resonate with the real people behind each label.