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1、2023 UK media consumption Essential insight for media planningIntroductionWeve been tracking Britons consumption of media since 2017.While our quarterly media consumption tracker gives you quarter-by-quarter data,our annual report analyses the longer-term trends.Well explore year-on-year changes and
2、 what these mean for your 2023 media planning with top tips to help you make the most of the opportunities.Contents1,000 nationally representative UK consumers.Survey concluded 29 March 2023.View the survey.SampleTV trendsAudio trendsSocial media trendsPrint and digital media trendsTV trendsLive TV
3、continues to declineSince 2020,the number of people watching live TV for more than one hour per day has rapidly declined.Back then,88.4%of people watched at least an hour each day,but in 2023 that has fallen to 37.6%.But with only a-3.2%dip since last year,its fair to say the decline is slowing,and
4、the number of people who dont typically watch any live TV remains consistent at 23.5%.Less than 20%of Gen Z watch more than an hour of live TV every day.Thats in contrast to 64.0%of Boomers.TipDecreasing demand for free on-demand TVFewer people use free on-demand TV services:19.0%typically use one d
5、aily,versus 23.5%in 2022.However,those who are using them are watching for longer periods than last year,with 1+hour sessions increasing by+4.2 percentage points to 31.5%.ITV Player achieved the highest growth among the free TV streamers,increasing weekly users by+2.4 percentage points to 31.0%.TipN
6、etflixs growth initiatives have yet to make an impactDespite introducing cheaper ad-supported pricing tiers and cracking down on password sharing,Netflix failed to chalk up any year-on-year growth.The number of UK weekly users remained static at 76.6%,but this is in the context of low growth across
7、the board for streaming services.Netflix plans to produce less original content in 2023 but make it higher quality-more hits like The Night Agent might help to turn its fortunes around.TipApple TV chalks up the most growth among streamersHit shows like Ted Lasso have helped Apple TV achieve the high
8、est year-on-year increase of all the TV streaming platforms in our survey although its still only modest growth.Weekly users grew by+3.0 percentage points,giving Apple TV 8%of the UK market.Meanwhile,the platform has a 31.8%market share in the US.Apple TV is most popular among Gen Z,10%of whom watch
9、 it weekly.TipSmall streaming players struggle to gain market shareStreaming services Britbox and Hayu are yet to make any real impact in the UK market,with neither achieving any growth in weekly users over the last 12 months.Hayu a reality TV and true crime streamer is the least-used platform,with
10、just 2.2%weekly users,while Britbox has 3.2%.BT TV,with 5.4%of the market,remains among the smaller players.Hayus audience skews under 40;Britboxs,over 40.TipA massive 61.5%of Gen Z stream music daily,making streaming platforms a great place to reach this audience.TipAudio trendsMore than a third of
11、 Brits now listen to streamed music daily.The medium continues to grow steadily,recording a+5.5 percentage point increase in daily listeners year-on-year to 35.0%.Music streaming continues to growSpotify records the highest growth among music streamersDespite already being the market leader,Spotify
12、has achieved the most growth of all the music streaming platforms in our survey.It grew by+6.7 percentage points year-on-year to 52.7%.Spotify has twice as many regular UK users as its closest competitors.Spotify has launched Brand Lift,a first-party measurement tool to help advertisers better under
13、stand how users respond to their ads.TipAmazon Music has yet to win over Gen Z,hindering the platforms growth.TipAmazon Music and YouTube Music have been close competitors for the title of the UKs second most popular streaming service,but year-on-year data shows YouTube has clinched it in 2023.YouTu
14、be Music has grown by+3.3 percentage points to 26.2%,while Amazon Music has dropped-3.1 percentage points to 22.1%.YouTube Music knocks Amazon Music off the#2 spot Radio maintains popularity While more Brits than ever listen to streamed music daily,radio(narrowly)remains the more popular medium.In 2
15、023,38.4%of consumers listened to the radio daily,compared to 35.0%listening to streamed music.However,radio fails to chalk up any growth year-on-year.Gen X are most likely to say they listen to the radio:51.9%tune in daily.TipPodcast listening hits new highThe number of Brits listening to podcasts
16、every week has increased by+5.3 percentage points to 35.2%(this includes a+2.2pp increase in daily listeners to 10.6%).Gen Z and Millennials are driving most of the growth.Comedy,sport and true crime are Brits most popular podcast genres.TipWeekly Audiobook listening creeps upPerhaps its thanks to t
17、he launch of Spotifys audiobook player,but weekly audiobook listening has received a slight boost,growing+2.6 percentage points to 14.5%.The percentage of Brits who say they never listen to audiobooks has also decreased by-3.3 percentage points to 56.9%.Gen Z are twice as likely to listen to audiobo
18、oks as Boomers:nearly 20%listen weekly.TipTikTok says users increasingly use its platform like a search engine and have launched beta search ads.TipSocial media trendsDespite TikToks recent negative press(a 12.7m fine for misusing childrens data and getting banned on UK government devices),Brits sho
19、w no signs of abandoning the platform.Nearly 29%of people use it daily,an increase of+3.3 percentage points on 2022.We also see an increase in new users,with those who say they never use TikTok declining-6.3 percentage points to 44.6%.Brits clocking up time on Tiktok Musk takeover fails to stimulate
20、 interest in TwitterBrits use of Twitter has seen little growth since Elon Musk took over.The platform failed to add new users,and the frequency of usage only increased modestly.While the number of daily users grew by+3.4 percentage points to 26.1%,those using Twitter a few times a week fell by-1.6
21、to 10.8%.Many brands have paused their Twitter ads while Musk establishes new platform policies meaning theres less competition.TipNew AI tools from Meta promise to make creating high-performing adverts on its platforms easier than ever.TipThe top social media platforms failed to chalk up growth ove
22、r the last year.The number of daily Facebook users actually declined by-5.0 percentage points to 57.4%,while Instagram and YouTubes daily users remained static.Instagram did manage to add some new users,with those who never use the platform decreasing by-3.8 percentage points to 24.7%.Little to no g
23、rowth among the social behemothsPinterest pins hopes on social shoppingNew shopping features could be starting to stimulate growth for Pinterest.The number of Brits who use the platform at least once a week has increased by+6.9 percentage points to 24.9%,while the number of people who say they never
24、 use Pinterest has declined by-3.8 percentage points to 46.5%.Pinterest Premiere Spotlight is a new feature that prominently showcases a brand when users do a relevant search.TipSnapchat is neck and neck with TikTok for Gen Z engagementYou might think TikTok is leading on Gen Z engagement,but Snapch
25、at is holding its own:63.5%of UK Gen Z use it daily.The platforms popularity with this demographic is only fractionally behind that of TikTok,which 64.2%use daily.But Instagram still reigns supreme for Gen Z engagement,with 69.2%using it daily.Dont put all your eggs in TikToks basket.Snapchat still
26、has a solid Gen Z reach.TipGen Z are the most likely to pay for content:44.7%have at least one subscription.TipPrint and digital media trendsDespite inflationary pressures,content subscriptions are holding up and have even enjoyed modest growth.16.0%of people are paying to access digital news and ma
27、gazine content(up by+4.2 percentage points),while a further 9.9%have both digital and print subscriptions(up+3.0 percentage points).However,the number of Brits with print-only subscriptions dips slightly to 4.9%.Digital content subscriptions defy inflationBoomers are the biggest digital news consume
28、rs,with 38.9%accessing it daily.TipThe number of Brits regularly accessing digital news(i.e.more than twice a week)has declined by-5.2 percentage points to 52.6%.However,the trend has not affected printed newspapers:26.4%of Brits pick up a newspaper weekly,an increase of+1.7 percentage points on las
29、t year.Decreased appetite for digital newsGen X could boost magazine readershipMagazine readership has held firm over the last year,with weekly consumption of digital magazines getting a+1.9 percentage point boost to 24.5%.Meanwhile,weekly readership of printed magazines stayed static at 19.6%.But w
30、ith Gen X showing strong interest in magazine content(29.4%access digital magazines weekly),growth could be on the cards.Gen X and Boomers are the most likely to pick up a printed magazine,so its worth discovering their favourite titles.TipNeed to drill down into your target audiences media usage?Let us show you howBook a demo