Around 11.8million (56%) of 18-44 year olds in the UK currently use someone else’s credentials to access a streaming service.
The LADbible group’s TV viewing trends report was released ahead of the Edinburgh TV Festival.
It highlights some of the challenges streaming services are facing as they try to attract paid subscribers amid the cost of living crisis.
Over 65% of Gen Z viewers (18-24) surveyed admit to using someone else’s streaming service login credentials and are the generation most likely to do so (2.4 times more than 35-44 year olds). At 44%, watching live or streamed TV content is second only to music (75%) in terms of the most essential activities in their lives. 18-24 year olds surveyed spend an average of 2.9 hours a day watching some form of TV content with social media. taking 3.5 hours.
Our survey produced a fascinating and sometimes surprising mix of results. We have found reports that cite young people’s waning interest in watching TV content as being exaggerated,” said Anna-Lee Bridgstock, director of data, intelligence and planning at LADbible Group. “The cost of living crisis also poses a huge challenge for subscription services to convince viewers to subscribe to paid services and password sharing has become commonplace.”
Almost three-quarters (74%) of 25-44 year olds don’t think TV license fees are good value for money – while 70% of the Gen Z audience surveyed don’t know or can’t identify the correct price of a current regular UK television. Licence.
After returning to screens in February, the BBC’s youth-focused channel, BBC Three, still has a long way to go to create remarkable content for younger audiences, as nearly two-thirds (63%) don’t weren’t able to name a show on the channel.
However, BBC entertainment is the genre respondents said was most valuable to them – almost double sports content – news was the third most popular content genre. 40% of 25-34 year olds cite Facebook as the place where they get their news.