Understanding the ever-evolving landscape of media consumption is crucial for affiliates aiming to optimise their strategies and maximise their reach. The 2024 UK Media Consumption Report by Attest provides invaluable insights into current trends across TV, audio, social media, and print/digital media. Here are the main takeaways and why they matter to affiliates…
TV Consumption Trends – Decline in TV Viewing Time
One of the standout findings is the overall decline in TV viewing time. In 2024, only 52.3% of UK consumers watch TV for more than three hours a day, down from 58.8% in 2022. Particularly notable is the significant drop among younger audiences aged 18-24, with only 26% watching TV for 2-3 hours per day compared to 34.2% of 25-34-year-olds.
Why This Matters: Affiliates should consider reallocating budgets towards platforms where younger audiences are more active. With TV viewing declining, exploring digital and social media channels may yield better engagement.
Rise of Streaming Over Live TV
UK consumers prefer streaming TV over live broadcasts. About 60.6% of consumers stream TV for at least an hour daily, compared to just 36% for live TV. This trend is especially pronounced among younger demographics.
Why This Matters: Affiliates promoting products through TV advertising should consider investing in streaming services rather than traditional live TV. This shift can provide more targeted and effective advertising opportunities.
Audio Consumption Trends – Decrease in Music Streaming
The report highlights a slight dip in music streaming, with daily streaming down to 31.9% from 35% in 2022. Spotify, the most popular platform, has seen a decrease in regular users, particularly among those aged 45-54 and 55-64.
Why This Matters: For affiliates in the music and entertainment sectors, it may be beneficial to diversify promotional efforts across different platforms and formats, including podcasts and live audio streams, which are gaining popularity.
Growth in Podcast Listening
Podcasts are on the rise, with 34.3% of UK consumers listening at least weekly, up from 29.9% in 2022. Daily podcast listening has also increased slightly to 11.4%.
Why This Matters: Podcasts present a growing opportunity for affiliates to reach engaged audiences through sponsored content and advertisements. Affiliates should explore partnerships with popular podcasts in relevant niches.
Social Media Trends – Shifting Social Media Usage
Older demographics are spending less time on social media, while Gen Z continues to dominate these platforms. Notably, Instagram and Twitter (now X) have seen declines in daily users, whereas TikTok is strengthening its user base among Millennials.
Why This Matters: Affiliates should tailor their social media strategies to target the right age groups. For instance, TikTok and Instagram remain crucial for engaging younger audiences, while platforms like Facebook might be more effective for reaching older demographics.
Print and Digital Media Trends – Changing Preferences for Digital and Print Media
There’s a mixed trend in digital and print media consumption. Older consumers are cutting back on digital content subscriptions, while younger audiences are increasingly reading printed newspapers. Weekly readership of printed newspapers has increased, driven by the 25-34 age group.
Why This Matters: Affiliates should recognise the value of both digital and print media. For younger audiences, incorporating print media into the marketing mix can provide a tangible connection, while maintaining a strong digital presence is essential for older demographics.
In Conclusion…
To sum up, the 2024 UK Media Consumption Report underscores the dynamic nature of media habits across different demographics.
For affiliates, understanding these trends is pivotal to making informed decisions about where to allocate marketing resources.
By staying attuned to where and how different audiences consume content, affiliates can craft more effective and targeted campaigns, ensuring they stay ahead in a competitive market.
