Northern Ireland's Viewing Habits Evolve Amidst Digital Surge

Residents of Northern Ireland are dedicating more time than ever to screen-based entertainment, reflecting a significant shift in viewing habits.

 

According to Ofcom's latest Media Nations report, individuals in the region watched an average of four hours and 48 minutes of video content daily in 2024, marking an 18-minute increase from the previous year.

 

Traditional broadcast television continues to hold a substantial share of this viewing time.

 

Notably, BBC One and UTV remain the most popular sources for news about Northern Ireland, with 33% and 32% of viewers respectively.

 

However, the landscape is rapidly evolving.

 

Streaming services and online platforms are experiencing significant growth.

 

Nearly three-quarters (74%) of households now subscribe to at least one subscription-video-on-demand (SVoD) service.

 

Interestingly, Amazon Prime Video has emerged as the most popular platform, present in 59% of homes, surpassing Netflix.

 

Additionally, YouTube has secured a 12% share of total video viewing, indicating a shift towards diverse content consumption.

 

In terms of specific content, the festive film The Grinch topped the charts as the most-watched title in 2024, averaging 637,000 viewers on Netflix.

 

Following closely, the premiere of Blue Lights Season 2 attracted 556,000 viewers, underscoring the region's appetite for locally produced dramas.

 

Despite the rise of digital platforms, radio maintains a strong presence in Northern Ireland.

 

More than six in ten adults (63.9%) listen to local commercial radio at least once a week, a higher proportion than in other UK regions.

 

This enduring connection highlights the value placed on local voices and news.

 

However, the region faces challenges beyond media consumption.

 

A severe housing crisis, exacerbated by inadequate sewage infrastructure, has led to a significant shortage of new homes.

 

With 19,000 homes in 23 towns awaiting sewage connectivity, property prices have surged, rising over 10% annually to an average of £204,242 in October 2024.

 

This situation underscores the pressing need for infrastructure investment to meet housing demands.

 

Jonathan Rose, Ofcom's Northern Ireland Director, commented on the findings: "People in Northern Ireland are spending more time than ever in front of their screens.

 

Broadcast TV remains popular, but streamers like Amazon Prime Video and video-sharing platforms like YouTube are also now a firmly established part of our daily viewing diet.

 

Our research also shows the enduring popularity of radio and especially local radio.

 

Listeners in Northern Ireland have a real connection with local voices as well as news and views that reflect what's happening on their own doorstep."

 

As Northern Ireland navigates these evolving media landscapes and infrastructural challenges, the resilience and adaptability of its residents remain evident.

 

The blend of traditional and digital media consumption reflects a community that values both its heritage and the opportunities presented by technological advancements.