If free-to-air TV is to survive in the long term, it better get going on wooing young viewers. Only 39% of 18 to 24-year olds watch FTA exclusively, less than half of those between 45 and 64.
New research commissioned by TV guide app On Air found 70% of respondents watch FTA channels exclusively, to the exclusion of subscription TV and online. But that number plummets in the younger demographics.
Thirty-nine percent of 18 to 24-year olds answered in the positive while 57% of 25 to 34-year olds did the same. In stark contrast, 84% of 45 to 54-year olds and 87% of 55 to 64-year olds watched FTA exclusively.
Only one in five of survey respondents watched TV across a multitude of platforms but 51% of them were under 34-years old.
The lesson? FTA TV networks need to do more to appeal to younger viewers, who will make up the core of their viewing audience in the future.
Other findings included 18% of respondents decided to watch a program based on recommendations from friends, family and colleagues. It also found 37% of respondents 'generally' use social media when watching TV while 10% said they always use social media.
Fifteen percent of respondents said they also stream TV online from legal sources while 10% admitted to using illegal platforms to source content.
The On Air app launched today for iOS and Android platforms.
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