Sound streaming Increases Amongst 18-24 Year Olds During Lockdown as Visual Takes a Back Seat

While media consumption has remained relatively stable in the last two weeks, the 18 to 24-year-old age group has seen significant changes in its habits during the period, according to the latest Havas Media Group Covid-19 Media Behaviours Report.

The fifth iteration of Havas Media Group’s Covid-19 Media Behaviours Report, a research study into consumer behaviour and media consumption based on a survey of 1,500 UK respondents, shows that there has been a 5% net decrease in the number of 18 to 24-year-olds claiming to be watching more video streaming platforms such as Netflix since the start of lockdown, compared to the last wave of research two weeks ago.

There have also been significant decreases in consumption of other media amongst the 18 to 24-year-old age group, such as music streaming (seeing a 5% net decrease wave-on-wave in those claiming to do more of it); reading newspapers, either in print or online (with a 5% net decrease wave-on-wave); reading magazines, either in print or online (with a 4% decrease wave-on-wave), VOD platforms such as BBC iPlayer (with a 4% net decrease wave-on-wave); and social media (with a 3% net decrease wave-on-wave).

Meanwhile, 18 to 24-year-olds have increased their use of audio channels, with a 12% net increase wave-on-wave in those claiming to listen to podcasts more than they did prior to lockdown, and a 3% net increase for radio.

Increases for Twitch and Snapchat amongst 18 to 24-year-olds

The latest study also reveals that while nearly all social channels have seen a slight overall increase in consumption wave-on-wave, 18 to 24-year-olds have decreased their use of many of the major platforms. There has been a 5% net decrease wave-on-wave in the number of people in this age group claiming to use TikTok more than they did prior to lockdown, a 4% net decrease for Twitter, and a 3% net decrease for Instagram. It appears the 18 to 24-year-old age group is moving away from these channels in favour of Twitch and Snapchat, with a 6% net increase wave-on-wave in those claiming to be using Twitch more than they did before the Covid-19 outbreak, and a 4% net increase for Snapchat.

Eva Grimmett, chief strategy officer, Havas Media Group, said: “While overall media consumption habits during lockdown remain relatively stable, this latest wave of research reveals some fascinating behavioural changes amongst the 18 to 24-year-old cohort. In particular, it’s interesting to see them move away from TikTok and other, more established social platforms such as Twitter and Instagram, in favour of Twitch and Snapchat.”