TV remains a vibrant and unifying medium across generations in the UK, challenging the prevailing assumption that younger audiences have largely abandoned traditional television. ITV’s recent research initiative, What Unites Generations, conducted in partnership with Crowd DNA, surveyed over 1,500 individuals aged 18 to 78 to explore how people connect across age groups. The findings revealed that TV continues to serve as an important shared cultural experience, not only for older viewers but for younger ones as well, who often consume content in ways that differ from typical industry expectations.

Despite the common perception among media professionals—particularly those immersed in fast-paced, urban environments—that younger audiences are disengaged from TV, this belief appears rooted in a proximity bias. This cognitive distortion causes individuals to assume their personal habits represent the norm, overlooking how diverse audiences use media. For example, some young people, like a 17-year-old profiled in ITV’s ethnographic research, maintain viewing rituals such as watching popular soap operas together with family members, underscoring television’s role as a social glue rather than a relic.

The research also upended stereotypes about Generation Z’s attitudes. While media often portrays them as highly socially conscious and politically active, the survey found that Gen Z participants expressed significant financial anxiety and were the most likely to feel that freedom of expression has “gone too far.” Rather than being disengaged or apathetic, this generation appears pragmatic, setting their media consumption on their own terms, often blending traditional TV with digital platforms.

However, these findings stand somewhat at odds with data from national broadcasters and regulatory bodies. Ofcom reports, for example, illustrate a notable decline in live TV viewing among young adults aged 16 to 24, dropping from 76% in 2018 to just 48% in recent years. This shift is largely attributed to the rising popularity of on-demand streaming and video-sharing services like YouTube and TikTok, where younger viewers now spend more time than on conventional broadcast TV. Such statistics highlight a broader fragmentation of viewing habits that the industry must navigate.

Still, ITV’s research stresses television’s unique ability to bridge generational divides. Across respondents, many expressed a desire to learn from both older and younger generations, with TV providing organic opportunities for such exchanges. Unlike digital content tailored to individual preferences, television programmes—from family dramas to quiz shows—offer shared reference points that foster conversations and cultural understanding. The medium’s emotional impact and reach remain significant assets for advertisers and cultural commentators alike.

In sum, while live TV viewing among young people may be declining, television as a whole is far from obsolete. It persists as a medium that connects generations, anchors cultural rituals, and reflects shared societal concerns. The ITV research ultimately suggests that the true anomaly is not the enduring popularity of TV but the industry’s occasional detachment from the broader, more varied audience realities beyond the urban media bubble.

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Source: Noah Wire Services