UK Viewers Now Watch More Than Five Hours of Video Content Every Day

18 August 2022
by Archie Williamson
1 min
UK Viewers Now Watch More Than Five Hours of Video Content Every Day

People in the UK spend more than five hours watching video content every day across all devices, amid a rise in the popularity of short-form clips on social media.

The latest annual report from regulator Ofcom found there has been a significant shift away from broadcast TV to social media for content consumption among younger viewers.

Ofcom said the “generation gap” is now more pronounced than ever, as Gen Z and Millennials increasingly turn to a range of digital platforms for content.

Ian Macrae of Ofcom noted: “The streaming revolution is stretching the TV generation gap, creating a stark divide in the viewing habits of younger and older people.”

With TikTok’s recent surge in popularity, it is perhaps no surprise that short-form video is dominating viewing numbers.

Eight in 10 of those aged 15+ say they have watched videos with a runtime of 10 minutes or less during the last year.

The most popular format for short-form is “how-to” videos, which were viewed by 64% of adults.

“News” topped the list last year but has fallen slightly this year to 59%, which puts it just behind “videos from the general public” (60%).

Still, the findings highlight how younger viewers consume news differently than older age groups.

Content creators will also be pleased to see how-tos lead the way, as they are widely used in marketing to drive engagement.

How-tos managed to beat out formats such as “videos from social media influencers” and “videos from entertainment programmes”.

Overall screen time came in at five hours and 15 minutes – a slight decline from the five hours and 40-minute figure from last year.

However, that is still almost a third of the average waking hours for an adult, which highlights why video content is such a major battleground for marketers and advertisers.


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