It is a well trodden theory that young Brits are increasingly reaching for Netflix rather than the television remote - and figures published today back this up.
UK media regulator Ofcom has released its Public Service Broadcasting Annual Research Report, in which it concludes that millennials have "particularly embraced" video on demand services at the expense of traditional television over the past two years.
To compile the chart below, Ofcom asked 1,512 UK adults to complete a seven-day media diary earlier this year to reveal the proportion of time they spent consuming content across different platforms.
The last time Ofcom undertook this research was in 2014 and today's findings show that TV viewing among 16 to 24 year olds has dropped 14 percentage points in two years to 36%.
In contrast, viewing of subscription video on demand services, including Netflix and Amazon Prime Instant Video, increased by a similar proportion to a fifth of all content consumed.
Couple this with time spent watching free services, such as BBC iPlayer, and 16-24s now spend a third of their viewing time watching content on video on demand services.
Ofcom director of market intelligence Jane Rumble said there are now "significant differences in the viewing habits of older and younger audiences."
She added: “As media and technology continue to evolve, it is important that broadcasters respond to these changes, so they can keep meeting the needs and expectations of viewers.”
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