po polsku
illustration: Bing AIEuropeans 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.
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
COMMERCIAL BREAK
New articles in section Media industry
Cyberviolence and hate disguised as a joke. The RAYUELA report on youth
Krzysztof Fiedorek
The study conducted in five countries reveals a harsh truth. Online violence is not evenly distributed. It is a digital map of prejudice that hurts the most those who stand out the most. "It’s just a joke." That’s how violence often begins. Young people go through it in silence.
Trust in social media. Youtube beats TikTok and X
Krzysztof Fiedorek
Do we really trust social media? A new study reveals major differences in how top platforms are rated. Trust goes where there's authenticity, not just algorithms. The role of people is growing while brand influence is fading.
Artificial intelligence in newsrooms. Three realities of the AI era in media
Krzysztof Fiedorek
According to a report by the European Broadcasting Union, many newsrooms already use AI but still do not fully trust it. Audiences do not want "robotic" news, and the technologies themselves though fast can be costly, unreliable, and surprisingly human in their mistakes.
See articles on a similar topic:
Trust in Public Media in Europe. Report by European Broadcasting Union
Krzysztof Fiedorek
Public media in Europe play a significant role in fostering trust and supporting democracy. The EBU 2024 report examines leaders, major challenges, and the impact of media on society. Polish, Hungarian, and Greek media, with results far below the average, face a crucial question: can trust be rebuilt?
How the Media Talk (or Stay Silent) About Climate. Reuters Institute Report
Krzysztof Fiedorek
Although climate change is becoming increasingly noticeable worldwide, the media have failed to maintain growing interest in the topic. The report "Climate Change and News Audiences 2024" shows that audience engagement with climate topics has remained almost unchanged for several years.
Books, e-books and audiobooks about the media and for journalists [LINK]
AUTOPROMOCJA Reporterzy.info
Thanks to cooperation with the Amazon, we may suggest you wide offer of great reading opportunity. Studies on the history and media market, interviews, reports and photo guides. Ordering and delivering a book now only takes a few moments. We invite you for a good lecture!
Video Games Drive Europe. Record Number of Players in 2023
BARD
The video game market in Europe reached a value of €25.7 billion in 2023, marking a 5% increase compared to the previous year. Video Games Europe and the European Games Developer Federation released the report "All About Video Games – European Key Facts 2023".
