Understanding Media Consumption Across Generations.

As the media landscape continues to evolve, different generations demonstrate distinct patterns in their media consumption habits. A recent decline in television viewership in the UK reflects broader shifts, with the percentage of people watching TV for three or more hours a day decreasing from 58.8% in 2022 to 52.3% in 2024. Meanwhile, streaming services are thriving, with 60.6% of UK consumers watching streamed TV for at least an hour daily.

Baby Boomers (Born 1946-1964)

Today Baby Boomers aged 60 to 78, exhibit a nostalgic attachment to traditional media. Growing up in a post-war economy, they value family time spent watching television. Whilst relying heavily on established news outlets, particularly printed newspapers, which they regard as the most trustworthy sources of information. Nearly 57% of Brits aged 55 to 64 watch BBC iPlayer weekly, and this cohort leads in listening to the radio, with 50.7% tuning in daily. While the rise of digital media has introduced challenges, such as the recent Netflix password-sharing crackdown that saw viewership among 55 to 64-year-olds drop from 64.1% to 55.7%, many Boomers remain less comfortable navigating social media and the internet, preferring the familiar comfort of radio.

Generation X (Born 1965-1979)

Generation X, currently aged 45 to 59 bridge the gap between traditional and digital media. This generation grew up during the emergence of cable television and personal computers, fostering a preference for on-demand content and social media platforms. Though they are generally more tech-savvy than Baby Boomers, many Gen Xers remain sceptical of marketing communications, valuing their independence in media consumption choices.

Millennials (Born 1980-1994)

Now aged 30 to 44, Millennials are unique in having experienced both media-rich and media-scarce childhoods. Approximately 34.2% of 25 to 34-year-olds watch two to three hours of TV daily, while younger consumers increasingly gravitate towards streaming music. Millennials navigate both traditional and digital platforms, making them versatile consumers. They are particularly drawn to Amazon Music and enjoy a variety of media types, reflecting their formative experiences during the rise of the internet.

Generation Z (Born 1995-2013)

Generation Z, aged 9 to 29, exemplifies the digital native. Only 26% of 18 to 24-year-olds watch two to three hours of TV daily. There’s a notable decline in Netflix usage among this group due to recent password-sharing restrictions. Interestingly, a significant portion of Gen Z, 25% report never listening to the radio, opting instead for entirely online content. Despite this, they acknowledge the existence of traditional media like radio and television, even as they embrace an online-first approach.

Generation Alpha (Born 2014-2025)

Though still young, Generation Alpha currently aged 0 to 8 will inevitably continue to shape future media consumption trends. Growing up in an even more digital environment than Gen Z, their preferences will likely lean heavily towards interactive and immersive media experiences. As they grow older, their media habits will provide crucial insights into the evolving landscape of media consumption.

Understanding how different generations consume media reveals the dynamic interplay between technology, personal experiences, and cultural values. As viewership patterns shift, especially among younger generations, media providers must adapt to remain relevant in an increasingly fragmented landscape.

Sources:
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University of California