TV viewership dropping as younger generations go online according to Pure Telecom survey

Pure Telecom, the Irish high-speed broadband, and telecoms provider have announced the results of a survey, which found that traditional TV viewership is declining as younger generations choose internet-reliant video and streaming instead. The nationally-representative research, carried out by Censuswide on behalf of Pure Telecom, also found that Irish consumer spending on video streaming will reach €454.6M in the next 12 months.

As more streaming services come to the Irish market, consumers are being offered a wider range and greater volume of programming. As a result, just 20% of Irish adults now view the TV licence as better value than streaming services. Some 57% think streaming is better value than the TV licence – increasing to 73% and 66% for Gen Zs and Millennials respectively – while 23% are undecided.

Pure Telecom’s research suggests that internet-reliant content is closing the gap on broadcast TV. The average person spends 17 hours 21 minutes watching broadcast TV per week, compared to 14 hours 3 minutes spent viewing content sourced online. However, that changes to 10 hours 9 minutes of TV versus 21 hours 12 minutes of online content for Gen Zs; and 14 hours 8 minutes versus 16 hours 10 minutes for Millennials.

The research found that Galway and Longford residents are the heaviest consumers of online content, watching an average of 18 hours 20 minutes each week. This is closely followed by those living in Kildare (18 hours 16 minutes) and Louth (17 hours 59 minutes). Those living in Roscommon spend the least time viewing online content, watching 7 hours 16 minutes per week.

Commenting on the findings, Paul Connell, CEO, Pure Telecom, said: “There is a growing global appetite for sourcing TV and video content online and Irish consumers are no exception. That trend is particularly pronounced amongst the younger generations, who have grown up alongside technology and are used to having services at their fingertips. 

“Consumers expect the convenience that online content can offer such as high quality on-demand, on-the-go viewing; they want to watch what they want when they want. High-speed broadband is crucial for this, as it ensures viewers get a seamless service without any buffering or quality issues. As broadband plays a greater role in people’s lives, it is essential that both urban and rural areas have access to the fastest, most reliable internet and that is something that we at Pure Telecom are very committed to providing.”