GWI Core Plus is a free add-on to GWI Core that provides further detail on brand engagement and behaviours in selected Core markets. It’s available to all GWI Core subscribers with access to the relevant markets.
UK TV Viewership Rises, But E4 Faces Decline
Our latest wave of data reveals a slight but notable increase in the viewership of the most-watched TV channels in the UK. Nearly all of the top 10 channels have seen a rise in the number of people reporting they had watched them, with a clear upward trend from Q1 2024 to Q3 2024. Channels such as BBC One, ITV, Channel 4, and BBC Two have experienced growth, with BBC Two standing out as the most significant. BBC Two experienced a near 10% increase in viewers reporting they had watched the channel over the past year. Furthermore, as of Q3 2024, UK individuals who reported watching BBC Two are now 3% more likely to view this channel compared to the average internet user in the UK.
In addition to increases in reported viewership, there has also been a significant shift in the likelihood of viewers tuning into these channels relative to the average internet user. Data from Q1 2024 showed that audiences for channels like BBC One, ITV, and Channel 4 were slightly less likely to report watching these channels in the past year when compared to the average internet user. By Q3 2024, however, this pattern has reversed. Viewers of these channels are now more likely to report watching them than the typical UK internet user, reflecting a healthy growth in engagement.
Despite this overall positive trend, E4 is an outlier among the top channels, as it has shown a slight decline in reported viewership over the past 12 months. Adding to this, E4 now underperforms compared to the average internet user base, with its viewers being 4% less likely to watch the channel than the average UK internet user. This contrasting trend underscores the variability in channel performance and highlights opportunities for further analysis to understand shifting viewer preferences.
GWI Core Plus, Q3 2024 and Q1 2024. 4,978 UK internet users aged 16+.
You can view more insight on UK TV Channels watched by using this question on the platform.