One Day Independent Research
Video Content Consumption Behaviour
Research led by One Day: Video Content Consumption Behaviour.
How, when, and what do you watch? Read more to find all about UK video viewing behaviour.
In this One Day Independent research, we wanted to find out how brands can better adapt their strategies, to the real behaviour of an audience that watches all formats of videos multiple times a day, because the way we watch television has fundamentally changed. Linear broadcast schedules no longer dictate daily routines, as viewers shift their attention towards personalised streaming services and interactive social video apps.
To understand these evolving habits, we surveyed 1,000 UK consumers about their weekly viewing choices, on-screen preferences, and navigation challenges. The findings reveal an audience that values control and specific content above all else, yet constantly battles choice fatigue and divided attention.
For brands and platforms, navigating this split-screen environment requires a practical look at how modern audiences actually engage with their devices.
The 38% Platform Tie and the Peak Evening Rush
Paid streaming platforms and social video applications are tied at the absolute peak of weekly viewing choices, with each capturing 38% of top-tier user rankings. Traditional live TV is the first choice for only 13% of respondents, followed closely by specific TV apps at 10%. This split across different formats feeds directly into concentrated post-work leisure windows.
Weekday evenings between 5pm and 11pm see the highest audience engagement at 32%. Weekend evenings follow closely at 29%, and weekend daytime viewing accounts for 25%. Weekday daytime hours at 10% and late-night slots at 3% draw minimal audience tracking.
72% of Viewers Have a Split Attention with a Second Screen
Audiences usually launch their viewing devices with a clear purpose, as 43% turn on their screen specifically to watch a pre-determined programme. Using the television purely as background noise is the second most common entry point at 19%, while general app browsing and looking for short videos tie as secondary motives at 16% each.
Despite this high level of intent at launch, actual visual attention is deeply fragmented. A total of 24% of viewers state that they always use a second screen simultaneously as we previously saw in our second screen research, another 43% split their focus when the television is on in the background, whereas only 22% rarely or never divide their attention. A small 7% subset limit their multi-screening habits strictly to live broadcast events.
51% of Audiences Step Away from Daily Broadcast Television
Traditional live television channels have lost their status as an automatic daily default for most UK viewers. A combined 51% majority of the population now interacts with broadcast channels irregularly, with 36% of respondents indicating they watch traditional live TV rarely and an additional 15% noting they never tune in.
Regular habits keep the format grounded for the remaining audience, as 26% continue to consume linear TV daily and 23% maintain a weekly viewing schedule. This shift confirms that broadcast viewing has changed from a passive background habit into a highly selective destination choice.
26% of Drama Fans Prefer The All at Once Binge-Watch
Free catch-up platforms and live broadcast schedules remain anchored by high-end local storytelling and major collective events. Premium British drama and comedy series form the largest category draw at 30%, outperforming live events at 26%, everyday television options like soaps or quiz shows at 15%, and backup viewing selections at 8%.
A further 16% do not use live frameworks at all. This appetite for domestic drama requires immediate bulk availability, where a 33% plurality prefer to binge-watch an entire new series as soon as it becomes available. Traditional timelines still carry weight, with 28% watching these programmes via catch-up apps and 26% viewing them live on TV during the original scheduled broadcast. Only 8% of respondents completely avoid new British dramas.
66% of Viewers Choose Standard Runtimes for Daily Routines
Standard programmes lasting 30 to 60 minutes are the definitive choice for daily routines, capturing a clear 66% preference among consumers. Medium-form content of 10 to 20 minutes accounts for 11%, short videos under 2 minutes make up 10%, and a final 10% are unsure.
Long-form films requiring a 1.5 to 3-hour commitment fit into just 4% of daily routines. This constraint helps explain why users choose YouTube over traditional TV or paid apps. Selection is driven heavily by specific topics rather than quick viewing clips; 36% pick YouTube for niche subjects and 25% use it to learn new things. Form-based traits like short videos at 12% and background noise at 11% hold much less draw.
31% of App Sessions Cut Short by Scrolling Fatigue and 34% due to Frequent Ads
Choice freeze is a direct threat to viewer engagement. A leading 31% of viewers turn off video apps mid-session specifically because they spend too long scrolling without finding anything good to watch. This friction matches the user rejection caused by frequent or unskippable advert breaks at 34%, and easily outpaces slow menus at 19%, unwanted recommendations at 7%, and general uncertainty at 5%.
To fix this discovery fatigue, audiences want clear tools to control their menus. Mood-based content filters lead feature requests at 35%, explicit facts on thumbnails capture 30%, and a tool to block or hide disliked titles sits at 27%. These options far outstrip live shuffle buttons at 17% and social friend lists at 12%.
When deciding to watch a brand-new, unfamiliar film or programme, consumers prioritise independent human critique over internal system calculations. A prominent 34% share of viewers state that good reviews, awards, and critic commentary are what convince them to watch. Conversely, platform-generated recommendation scores optimised to match user profiles only sway a minor 10% subset. Automated platform trending lists guide 15% of viewers, viral clips circulating on social media pull in 14%, and alternative elements account for the final 13% of discovery paths.
34% of Audiences Rely on Human Reviews over System Recommendations
60% of Viewers Demand Instant Control with the Skip Intro Button
On-screen preference data demonstrates that modern audiences favour quick, frictionless control over passive observation. A dominant 60% majority of respondents identify the "skip intro" or scene-jump button as their most useful feature. Real-time, scene-specific features detailing actor names and background songs capture a strong 36% utility preference. A firm 23% consumer block actively rejects visual overlay entirely, preferring a clean screen, while general non-feature choices sit at 12%. Live interactive overlays, such as sports statistics or reality TV matches, register at a minimal 7%.
The data collected across this research framework is anchored by a young, digitally focused population sample, with a 54% majority of the 1,000 participants tracking under 44 years of age. The core 25 to 34 age demographic represents the single largest individual bracket at 26%, while young adults aged 18 to 24 contribute a solid 21% share. Established mid-career and mature demographics maintain balanced representation, with 35 to 44 year-olds accounting for 19%, senior viewers aged 55 and over registering at 18%, and the 45 to 54 middle-age tier filling out the final 15% segment of the dataset.
54% of the Research Base Forms a Tech-Fluent Young Majority
What does this mean for brands?
The Strategy Channel is on:
The old rules for capturing consumer attention no longer apply. With viewers splitting their time across multiple platforms and constantly dividing their focus, brands must change how they plan campaigns. Based on this consumer data, read below the key steps for modern Video Content marketing.
72% Use a Second Screen When the Content Does Not Need Full Attention
Video is no longer consumed in a single-screen environment. Even when the main content is playing on a TV, laptop or tablet, the audience often has a phone in hand. The key point is not that attention has disappeared, but that it has become conditional. Viewers stay focused when the content earns it, and drift to their phone when it does not.
For advertisers, this means video can no longer be planned as a standalone awareness channel. A TV, BVOD or streaming ad should act as the spark, while mobile captures the next action. This is especially important as Ofcom’s Media Nations 2025 report shows how fragmented UK video consumption has become, with broadcaster content, streaming and online video all competing for attention across devices.
Suggested approach:
Build campaigns around connected screen behaviour, not isolated media channels. If a TV or streaming ad is live, make sure paid social, search, creator content and landing pages are ready at the same moment. The message does not need to be identical everywhere, but it should feel connected. A viewer who sees the ad on a big screen and searches or scrolls on mobile should immediately find the same brand idea, product, offer or campaign line.
Paid Streaming and Social Video Are Now Competing for the Same Attention
Paid streaming and social video are equally likely to be ranked as people’s most-used weekly viewing format, both at 38% in our survey. This is a major planning signal. Social video is no longer just short-form distraction around the edges of a media plan. Platforms such as YouTube are now active entertainment destinations, competing with subscription streaming apps and traditional TV for high-value viewing time.
This does not mean brands should simply move budget out of TV. It means the definition of video has changed. Premium streaming, broadcaster VOD, YouTube, social video and connected TV now need to be planned as one ecosystem, with each channel given a clear job. IAB UK’s Digital Adspend 2025 study reinforces this shift, showing that UK video investment rose 20% year on year to £9.3bn.
Suggested approach:
Balance reach and context. Use premium streaming and BVOD where the objective is quality attention, brand safety and high-impact storytelling. Use YouTube and social video where the objective is relevance, frequency, creator context, search-led discovery with a PPC first strategy or lower-funnel action. The strongest plans will not choose between TV-style video and social video. They will define the role of each and measure how they work together.
36% Use YouTube for Niche Topics, Creators or Hobbies
The strongest reason people choose YouTube is not passive entertainment. It is specificity. 36% use it for niche topics, creators or hobbies, while 25% use it for learning, tutorials, recipes or educational content. This makes YouTube fundamentally different from traditional TV planning. People often arrive with intent, not just availability.
For brands, this creates a powerful targeting opportunity. A broad demographic such as “adults 18-44” is often less useful than understanding the exact reason someone is watching. Someone searching for a tutorial, review, recipe, training video or hobby-led content is already in a problem-solving mindset. That makes the ad more useful when it is contextually relevant.
Suggested approach:
Plan around intent clusters rather than broad audience groups. Instead of only targeting by age, gender or household profile, build campaigns around moments of need: learning, comparison, inspiration, troubleshooting, gifting, home improvement, fitness, beauty, finance or product research. Creative should feel like a helpful interruption, not a generic pre-roll. The closer the ad is to the viewer’s task, the more likely it is to be noticed and remembered.
34% Close Apps Because of Frequent or Unskippable Ad Breaks
The biggest app frustration in the survey is frequent or unskippable commercial breaks, selected by 34% of viewers. A further 31% close apps because they spend too long scrolling without finding anything good. Together, these findings point to the same strategic problem: viewers are increasingly intolerant of friction.
This matters because an ad can either reduce friction or add to it. Heavy-handed, repetitive or poorly placed video ads risk becoming part of the reason someone leaves the platform. The issue is not only ad avoidance. It is brand association. If the ad experience feels irritating, the brand inherits some of that frustration.
Suggested approach:
Prioritise quality of attention over forced exposure. Use sponsorships, contextual placements, sequential storytelling and shorter creative variations rather than relying too heavily on un-skippable mid-rolls. Frequency should be managed carefully across platforms, especially where the same audience may see the campaign on streaming, YouTube and social video in the same week. The aim is to be present without becoming part of the viewing problem.
34% Are Convinced by Reviews, Ratings or Awards, Live TV is 60+ audience first
Only 10% say a high algorithm recommendation score would convince them to try a new show or movie. By contrast, 34% are influenced by good reviews, star ratings or awards. This is a useful reminder for brands: audiences may use algorithms to discover options, but they still look for independent signals before committing attention.
The same logic applies beyond entertainment. People are more likely to trust a brand when its claims are validated by customers, experts, press coverage, awards, accreditations or credible third parties. In a crowded video environment, proof is often more persuasive than polish.
Moreover, what’s interesting not to neglect is that population aged 60+ are still mainly a Live TV audience, with nearly double the audience of the younger generations, which leads to brands targeting this age range to put their focus on Live TV.
Suggested approach:
Make trust signals visible in the creative, not just hidden on the website. Use customer reviews, expert endorsements, press quotes, award wins, star ratings and independent proof points in video assets, landing pages and search copy. For high-consideration products, this should be built into the full journey: the ad creates interest, search captures intent, and proof points help convert attention into action. Focus on the age of your audience, and target products or services that will be useful to their daily lives.
The Bigger Strategic Shift: Video Planning Needs to Follow Behaviour, Not Channel Labels
The data shows that UK audiences do not think in neat media silos. They move between paid streaming, social video, Live TV, catch-up, mobile search and second-screen scrolling depending on mood, task and level of attention.
The age profile of the research reinforces this point. The sample is weighted towards younger and mid-career adults, with 66% of respondents under 45 and the largest individual group being 25-34s at 26%. This matters because these are audiences who are often more comfortable moving between streaming apps, YouTube, social video and second-screen activity. However, the sample still includes mature viewers, with 15% aged 45-54 and 18% aged 55+, making the findings useful for understanding a broad UK video audience rather than only younger viewers.
For brands, the opportunity is not just to buy more video. It is to plan video around behaviour. The strongest campaigns will connect premium environments with intent-led platforms, use mobile as the response layer, and reduce friction at every point of the journey. Video should build the moment of interest, but search, social, proof-led creative and mobile UX need to be ready to capture it.
Learn more about TV advertising, VOD Advertising, Channel 4, ITV, Netflix, Youtube and Prime Advertising!
Frequently Asked Questions.
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One Day Agency surveyed a UK audience to understand how people watch video content today, from paid streaming and social video to Live TV, catch-up apps and second-screen behaviour.
The research asked respondents about their weekly viewing habits, preferred content formats, when they watch, why they choose certain platforms, how often they use a second screen, what frustrates them about video apps and what influences them to start watching something new.
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Yes. We commissioned this study ourselves, through the YouGov platform, to get an unbiased view of the market. We can focus on the hard truths about audience behaviour and what it means for cross-channel brand investments.
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We surveyed 1,000 people in the UK across a spread of adult age groups.
The sample included:
18-24: 21%
25-34: 26%
35-44: 19%
45-54: 15%
55+: 18%
This gives the research a broad view of how different generations are engaging with video content, from social video and YouTube to paid streaming, Live TV and broadcaster catch-up apps.
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Video is no longer a single-channel behaviour. People move between paid streaming apps, social video platforms, Live TV, catch-up services and mobile screens depending on their mood, attention level and reason for watching.
The research shows this clearly. Paid streaming apps and social video apps are both ranked as the most-used weekly viewing format by 38% of respondents, while Live TV is ranked first by only 13%. At the same time, 24% always use a second screen while watching video content on TV, and 43% use one when the content does not require their full attention.
For brands, this matters because attention is now split, conditional and highly context-driven. Understanding where, when and why people watch helps advertisers plan campaigns that fit real behaviour rather than outdated media assumptions.
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Brands should use the findings to plan video campaigns around behaviour, not just channels.
The data suggests five clear priorities:
First, brands should connect big-screen and mobile activity. TV, BVOD and streaming ads should be planned alongside mobile search, social content and landing pages, because many viewers are watching with a phone nearby.
Second, advertisers should balance investment between premium streaming and social video. YouTube and social platforms are not just short-form distractions. They are major entertainment and discovery environments competing directly with paid streaming apps.
Third, brands should target intent, not only demographics. With 36% choosing YouTube for niche topics and 25% using it to learn things, context and mindset are often more useful than broad age targeting.
Fourth, brands need to reduce friction. The top reasons people close video apps are frequent or unskippable ad breaks at 34% and spending too long scrolling at 31%. Advertisers should avoid formats that feel repetitive, intrusive or poorly timed.
Finally, brands should make proof points visible. 34% of respondents say reviews, ratings or awards convince them to start something new, compared with only 10% who are influenced by a high algorithm recommendation score. That same logic applies to advertising: customer reviews, expert endorsements and credible third-party validation can make creative more persuasive.
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