Despite the rapid growth of internet usage, the time people spend watching TV and listening to the radio has changed little over recent years. Instead people are spending an increasing amount of time on media, with total viewing and listening time on the rise.

In their annual review of Media Consumption Trends, the EBU’s Media Intelligence Service (MIS) reports that, despite internet usage increasing by more than 70% in Western Europe between 2010 and 2015, the impact on TV and radio consumption has been fairly limited. All studies indicate that people are spending more time consuming media as a whole, with ZenithOptimedia predicting a 10% rise in media time in Western Europe between 2010 and 2018.

‘Watching’ is still the most dominant media activity. While time spent watching live TV declines slightly, it is still the main type of viewing, representing approximately 9 out of every 10 minutes in many countries. However, online TV and video viewing is seeing a small but steady increase. Adoption is more marked among younger age groups, due to the popularity of short video clips on YouTube and social media.

Live radio also continues to represent the vast majority of total listening across Europe, accounting for 87% of listening time in Germany (ARD/ZDF-Studie Massenkommunikation, 2015), 79% in The Netherlands (Media:Tijd, 2015) and 71% in the UK in early 2016 (Ofcom Digital Day). In addition, alternative types of listening (on demand radio, streamed music and music videos) all show moderate growth.  

Head of MIS Roberto Suárez said: “Although TV and radio remain as strong as ever, the way in which people consume media is constantly evolving. This report summarizes the available research from a wide variety of sources to give our Members a snapshot of the latest viewing and listening trends.”

EBU Members can download the report here.