menu
Weekly Online Magazine
ISSN 2544-5839
zamknij
Work In Media image

13.01.2025 Media industry

Television, Trends, and Viewer Habits. EBU Report

Krzysztof Fiedorek

Young Europeans watch television for an average of only 72 minutes a day, and in some countries, less than 30 minutes. Traditional television is giving way to TikTok, Netflix, and YouTube. Viewer habits are changing dramatically before our eyes. What does this mean for the future of media?
Poczytaj artykuł wydanie polskie w wydaniu polskim

Television, Trends, and Viewer Habits. EBU Reportillustration: Bing AI

Europeans are spending less time in front of the TV, according to the 2024 report “Television Audience Trends 2024” published by the European Broadcasting Union. Analysts from the EBU Media Intelligence Service report that in 2023, the average daily TV viewing time was 3 hours and 16 minutes, an 18-minute drop compared to 2018. For the youth group (15–24 years old), the situation is even more striking – the average time fell to just 1 hour and 12 minutes, 28 minutes less than five years earlier.

These changes highlight the significant decline in interest in traditional television among younger age groups. In nine countries, the average viewing time among young people dropped below 30 minutes per day. Five years ago, no country recorded such results. In 2020, only four countries reported similar results, indicating a rapid acceleration of this trend.

In countries like the Netherlands and Sweden, young people increasingly prefer streaming platforms over traditional TV channels. The popularity of services like Netflix, YouTube, and TikTok is growing among the youth, who favor short, dynamic content available on demand. This shift has significant implications for broadcasters trying to adapt to new viewer preferences.

Examples illustrating changing habits:

  • Rising subscriptions to platforms like Netflix and Amazon Prime Video.
  • Increased viewership of short video content on mobile devices.


TV Reach: Declining Dominance


In 2023, the weekly TV reach was 80%, a drop of 5.8 percentage points compared to 2018. Among youth, the reach was significantly lower – only 53.6%, a decrease of 14.4 percentage points. These figures clearly show that young viewers are moving away from traditional forms of television in favor of new media.

Weekly TV Reach (2018–2023)

Age Group 2018 2023 Change (%)
All viewers 85.8% 80.0% -5.8
Youth (15–24) 68.0% 53.6% -14.4


The decline in reach among youth is particularly noticeable in countries like Finland and Norway, where only about half of young people watch TV weekly. In Greece, where TV reach in this age group was above 70% a few years ago, it fell to less than 50% in 2023.

Examples of changing reach:

  • Declining viewership of traditional news among young viewers.
  • Increased popularity of social media as a news source.

Live Viewing and Time-Shifted Content


Most Europeans still watch live TV, but time-shifted viewing is growing in importance. In 2023, 12% of total viewing time was spent on content watched outside real-time. Among youth, this share was 16%, reflecting greater flexibility in media consumption.

Share of Live and Time-Shifted Viewing in 2023

Viewing Type All Viewers (%) Youth (%)
Live 88% 84%
Time-Shifted 12% 16%


In countries like the UK and Denmark, where technology allows widespread access to catch-up TV services, youth increasingly watch programs at their convenience. Data from the report shows that in nine countries, an average of 20% of TV viewing time consisted of time-shifted content. Five years ago, such a share was recorded in only one country.

Examples of trends:

  • Increased popularity of catch-up TV platforms like BBC iPlayer in the UK.
  • Share of content viewed after broadcast exceeding 25% in Sweden.

Got a minute? Find out our #59sec REPORT on Youtube
Do you trust AI-created news? You might have NO CHOICE
👇

Public Television Holding Steady


Despite the overall decline in viewership, public television maintains a relatively stable market share. In 2023, the average daily market share for PSM was 23% among all viewers and 17% among youth. This indicates that public television performs better in retaining its audience compared to competitors.

List of most popular PSM program genres:

  • News and information magazines dominating in many markets.
  • Entertainment programs like game shows and reality TV.
  • Films and series, which are highly popular in Western Europe.

The report highlights that in 48% of analyzed countries, leading public TV channels rank first in viewership. For example, in France, five out of the ten most-watched programs are public TV productions. Similar results were observed in Germany, where PSM programs dominate evening time slots.

* * *

The “Television Audience Trends 2024” report was prepared by the European Broadcasting Union (EBU) based on data from national TV audience measurement systems (TAM). The analysis covers the years 2018–2023 and includes both live viewing and time-shifted viewing (up to 7 days after live broadcast). The methodology relies on aggregated data from 42 markets, excluding those with differences in definitions or methods. The report is supplemented by data from partners such as Glance, providing a comprehensive understanding of changing trends.

The full report is available for free at
https://www.ebu.ch/publications/research/membersonly/report/audience-trends-television

Share the article:

dodaj na Facebook prześlij przez Messenger dodaj na Twitter dodaj na LinkedIn

COMMERCIAL BREAK
Work In Media

New articles in section Media industry

The most valuable female personal brands in Polish fashion. IMM report

KFi
The ten most popular people in Poland in the "fashion" category generate over 1.5 billion contacts across all types of media in a year. Their value is nearly 400 million zlotys. The ranking was prepared by the Institute of Media Monitoring for "Forbes Women" magazine.

Disinformation ranks above terrorism as global threat

KFi
According to "International Opinion on Global Threats" by Pew Research Center, a median of 72% of adults across 25 countries view the spread of false information online as a major threat to their country. That number places disinformation at the very top of perceived global dangers.

Television 2025. Report by the European Broadcasting Union

Krzysztof Fiedorek
Europeans are watching less and less television. In 2024, the average viewing time was 3 hours and 13 minutes per day. Only 54% of young people had any contact with TV, and public broadcasters held a 23% share. Television is losing relevance, especially among the youngest viewers.


See articles on a similar topic:

Disinformation 2024. Major Threats According to the Global Risk Report

KrzysztoF
In 2024, the world will face several global threats, including disinformation, climate change, and armed conflicts. These three challenges will have a significant impact on the economy, society, and the environment. These findings come from the "Global Risks Report" by the World Economic Forum.

Gen Z Will Force Brands to Tell the Truth. GWI Report and Forecasts

Krzysztof Fiedorek
They value authenticity and brand transparency, preferring socially engaged companies. Young people see technology as a tool for growth, not just entertainment. In relationships, they prioritize genuine connections despite being highly active online. What do we know about Gen Z, and what does this mean for marketing? And beyond.

Safari Surpasses Opera. A New Shift in the Browser Market in Poland

Krzysztof Fiedorek
In the summer of 2024, a historic event occurred in Poland's browser market. In July and August, Safari surpassed Opera on all devices for the first time. Data from the StatCounter report indicates that Apple's browser maintains a steady market share while Opera is gradually but noticeably losing ground.

Trends in Media and Entertainment. DataArt Predictions for 2019

KF
Increasing consumption of content on mobile devices, growing demand for on-demand services, and the rapid development of user-generated content are the trends expected to dominate the tech sector in 2019, according to DataArt, a global technology consulting firm.

More in the section: Media industry

Work in media

United States
New York • Washington DC • Los Angeles • Chicago • Houston • Phoenix • Philadelphia United Kingdom
London • Birmingham • Manchester • Liverpool • Glasgow • Edinburgh Canada
Toronto • Ottawa • Montreal • Calgary Australia
Sydney • Melbourne • Brisbane • canberra Ireland, New Zealand, India

advertisement

Media Review 24/7




community

Facebook LinkedIn X Twitter TikTok Instagram Threads Youtube Google News Blue Sky Social RSS

Reporterzy.info - online media studies magazine. The world of communication from the inside. Media, journalism, PR and marketing. Data, reports, analyses, advice. History and market, law, photography, job offers.



Reporter shopping

Reporter shopping

Affordable laptops, notebooks and netbooks
Affordable laptops, notebooks and netbooks
for writing
Digital SLR and compact cameras
Digital SLR and compact cameras
for photographers
Books and e-books about media
Books and e-books about media
for reading
Video drones and flying cameras
Video drones and flying cameras
for pilots
Gimbals for stabilizing video
Gimbals for stabilizing video
for those on the move
Software and apps for creative work
Software and apps for creative work
for digital creators
More occasions

follow us 👉 on Youtube
Watch more 👇
#59sec REPORT SHORTS
Read books and e-books

Read books and e-books

Okładka Understanding Media: The Extensions of Man
Understanding Media: The Extensions of Man
Okładka Media Control. The Spectacular Achievements of Propaganda
Media Control. The Spectacular Achievements of Propaganda
Okładka The 40-Day Social Media Fast
The 40-Day Social Media Fast
Okładka Mass Communication: Living in a Media World
Mass Communication: Living in a Media World
Okładka Beyond The Feed: A Social Media Success Formula
Beyond The Feed: A Social Media Success Formula
Okładka Trust Me, I`m Lying: Confessions of a Media Manipulator
Trust Me, I`m Lying: Confessions of a Media Manipulator
more books and e-books

Reporterzy.info

More about us

Our tools and services

Contact


© Dwornik.pl Bartłomiej Dwornik 2oo1-2o25