TV broadcasters/services are increasingly competing with social media platforms. 64% of UK TV/video viewers aged 16-34 prefer to watch videos from content creators on social media (eg YouTube, TikTok) over traditional TV shows.
TV broadcasters/services are increasingly competing with social media platforms. 64% of UK TV/video viewers aged 16-34 prefer to watch videos from content creators on social media (eg YouTube, TikTok) over traditional TV shows. These viewers gravitate towards the authentic and relatability of social media personalities, alongside the immediate interactive nature of social media platforms. Many viewers also prefer unscripted shows to scripted ones. Streaming platforms can cater to this preference by including more unscripted creator-driven content to remain relevant and competitive.
Consumers have mixed feelings towards TV shows that use AI-generated content. Younger viewers are notably more open, with 50% of TV/video viewers aged 16-34 happy to watch TV shows partially written by AI. This highlights that some are ready to embrace AI’s potential role in TV and video. Brands can leverage AI to create more choice for younger viewers who want more storytelling options (eg multiple endings or dictating a character’s choices). By using AI to turn traditional storytelling into dynamic and participatory narratives, brands can create experiences that resonate with younger audiences’ preference for interaction and choice.
Focus on unscripted and creator-driven content to cater to younger viewers’ preference for relatability and authenticity.
Nikita Shergill, Technology and Media Analyst
This Report examines the future of the UK TV and video streaming market. It examines the trends in the use of video streaming compared to other forms of video viewing, content preferences, and the top three most important features in video adverts.
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