The media landscape has changed dramatically over the years. Traditional channels still have their place, but the balance of attention is shifting, and brands must keep pace. Below, we explore where young audiences are spending their time, how habits are reshaping the wider market, and what advertisers can do to stay relevant.

The Digital-First Generation

Young audiences don’t just use the internet; they live on it. Phones are the hub of their daily routines, acting as their entertainment centre, shopping mall, and news source all rolled into one. For this group, going online isn’t a choice - it’s the default.

• Social Media: Platforms like TikTok, Instagram, and YouTube are central to daily life. TikTok alone captures 5.2 million 15-24-year-olds in the UK, who spend an average of 58 minutes a day scrolling, laughing, learning, and even buying. Unlike older platforms, TikTok thrives on raw, relatable creativity - exactly the type of authenticity that resonates with Gen Z.
• Short-Form Video: Nearly 7 in 10 young people watch short-form videos daily. YouTube remains a giant in this space, offering quick entertainment alongside tutorials, lifestyle content, and even news. This is the generation that learns how to cook, code, or repair a bike tyre through video snippets.
• Streaming Services: Netflix now shares attention with Amazon Prime Video and BBC iPlayer. The streaming world is fragmenting, giving viewers more choice but also more competition for their time. Interestingly, BBC iPlayer has even overtaken Netflix among 55+ audiences, showing how diverse viewing habits have become.
• Digital Audio: Podcasts are booming. Around 31% of 15-24-year-olds listen weekly, making them the largest audience segment for this medium. Whether it’s true crime, comedy, wellness, or sports, podcasts provide intimate, on-the-go engagement that few other formats can match.

This generation expects choice, interactivity, and personalisation. They’re not tied to schedules; instead, they want content that adapts to their lifestyle and values.

The Enduring Pull of Traditional Media

While younger groups gravitate towards digital, traditional media remains deeply ingrained among those aged 35 and above. This contrast shows why a one-size-fits-all approach to advertising simply doesn’t work.

• Television: Linear TV is still the primary news source for 70% of UK adults. For many older viewers, live broadcasts remain trusted and habitual.
• Radio: Far from being outdated, radio continues to thrive. Live radio reaches 88% of adults, with listeners tuning in for an average of 20 hours each week. That reach spans digital, analogue, and online platforms-proof of its adaptability.
• Press: Print consumption remains highest among older audiences. Newspapers and magazines carry credibility and trust, though younger readers tend to favour digital editions of these same brands.

Traditional channels aren’t disappearing; they’re becoming part of a broader ecosystem. The smartest advertisers recognise the need to tailor campaigns by audience rather than platform loyalty.

Trust in Advertising: A Turning Point

Perhaps the most encouraging sign for advertisers is that trust in advertising is on the rise-particularly among younger people. According to the Advertising Association’s Credos Trust Tracker data for 2024, overall trust grew from 36% to 39% in a single year, with the biggest increase among 18-34-year-olds.

This matters because trust has long been a weak spot. Audiences have grown wary of intrusive ads, irrelevant targeting, and overblown promises. But younger consumers are proving that when brands deliver authentic, relevant, and engaging content, they respond positively.

Authenticity doesn’t mean polished perfection. It’s about real voices, relatability, and values alignment. Brands that champion causes, speak openly about their practices, and collaborate with creators who genuinely like their products tend to enjoy stronger engagement than those who simply push hard-sell messages.

Why This Shift Matters

The habits of 18-25-year-olds aren’t just shaping their own consumption-they’re influencing the entire media landscape. Platforms, publishers, and advertisers are adapting to meet their expectations. Three trends stand out:

• Blurring of boundaries: The line between digital and traditional is fading. Smart TVs, on-demand radio, and digital billboards mean audiences move seamlessly between online and offline spaces.
• Interactive storytelling: From TikTok challenges to interactive podcasts, content is no longer a one-way street. Audiences want to engage, remix, and participate.
• On-demand everything: Appointment viewing is rare among Gen Z. They expect their shows, music, and news instantly, tailored to their preferences.

This isn’t just a generational quirk-it’s a preview of the future. As Gen Z enters higher earning brackets, their influence on the market will only grow.

Practical Takeaways for Advertisers

So how should brands respond? A few principles stand out:

1. Meet audiences where they are. If they’re scrolling TikTok, listening to Spotify podcasts, or watching YouTube Shorts, that’s where your brand needs to appear.
2. Prioritise authenticity. Work with creators who genuinely connect with your product. Focus on stories that feel honest rather than overproduced.
3. Leverage short-form video. Snackable, visually engaging content is essential to grabbing attention and delivering value.
4. Don’t abandon traditional media. For older demographics, TV, radio, and print still deliver. The best campaigns often blend both worlds.
5. Experiment with interactivity. Polls, challenges, Q&As, and shoppable videos create higher engagement than static ads.
6. Think multi-channel. Instead of siloing efforts, align digital, audio, outdoor, and traditional to reinforce each other. Consistency across touchpoints builds recognition and trust.

The Bigger Picture

The media consumption habits of 18-25-year-olds are not just a passing trend-they’re a roadmap to the future. This generation demands personalised, interactive, and values-driven experiences, and they reward the brands that deliver.

For advertisers, the challenge is clear but exciting: adapt quickly, experiment boldly, and above all, stay authentic. Whether your audience is scrolling TikTok at midnight, tuning into a podcast on their commute, or noticing your ad on a bus stop screen, the opportunity is there.

Interested to learn more? We would love to hear from you, please contact us.

Written by: Lauren Smith