Deloitte is predicting the so-called golden age of TV may be at an end.
In its predictions for 2022, Deloitte Global anticipates that the combination of live, time-shifted, or on demand viewing that stood at 73% as recently as 2017 will fall to 53% in 2022 and then to 49% in 2023.
The company says the position UK market with its mix of public service and commercial broadcasters, pay-TV companies (satellite, cable, and IPTV); video-on-demand providers (subscription, broadcaster, and ad-funded); social media; and games consoles is likely to be replicated in similar markets in years to come.
Deloitte identifies age-based variations are deepening over time with broadcaster content made up 61% of all viewing in 2020 overall, but among 16–34-year-olds, that figure was just over half that, at 32%,4 and among 16–24-year-olds, it was 26%.
SVOD, social media (that was not watched on a TV), and games consoles had a much higher share of viewing among 16–34-year-olds.7 SVOD captured 29%, social media 23%, and games consoles 10% for this demographic.
By 2027, Deloitte anticipates social media content will dominate among the under 34s, with broadcaster content holding the remainder. It says this has wide ramifications for the advertising sector as younger audiences become harder to reach.