Monday 31 March 2025
The UK is a nation of TV lovers. TV brings us closer to our loved ones, helps to shape our identities, and sparks conversations. At Sky, we have a unique vantage point, with insight from millions of our customers revealing how they watch TV and connect online.
To better understand not only what people love to watch but how they watch is changing, we teamed up with research agency Public First to create the Attention Index, exploring where Brits are focusing their attention and what it means for the future of TV and connectivity.
The UK's entertainment landscape has evolved dramatically. It has moved from a world of limited viewing choice, where a handful of shows and channels are watched by the entire nation simultaneously. To a world today where choice is almost limitless, and entertainment and sport content is spread across so many multiple formats and devices.
Against the backdrop, our appetite just keeps on growing. We are all tuning in more than ever before - in fact, Sky customers watched an astonishing 16 billion hours of content in 2024, and nearly a billion of those hours were spent watching sport. That growth also means that we are increasingly defining ourselves by the content we watch. Our research shows that when watching TV, we are motivated by three core desires: to be informed, to escape, and to stay current with trends - shaping our view of the world.
For younger generations, content consumption goes beyond just entertainment. It serves as a gateway to new passions, experiences, and real-world connections. We found that half of under-24-year-olds have been inspired by a film or television show to pick up a new hobby, and 44% have revamped their personal style based on fictional characters.
What's also clear is that British content continues to win with viewers. Audiences in the UK express a strong sense of pride in the role UK-made content and talent play on the global stage. Over half of UK adults report feeling proud when UK shows and films achieve international recognition.
Our findings also highlight that active viewers are more likely to invest in new technologies, with smart televisions leading the way in content consumption. The recent launch of Sky Glass Gen 2 represents the next evolution in home entertainment, offering brilliant picture and sound quality. Powered by our intelligent Sky OS platform, it curates content from live TV, streaming apps, and social platforms all in one easy to use place.
This trend aligns with the rise of on-demand viewing, which shows no sign of slowing down. People are deciding how and when they want to watch, whether it's following live sport, catching up on news via podcasts or binge-watching critically acclaimed series. Instead of reducing shared cultural moments, on-demand viewing has created a lively online community. Active viewers are discussing plot twists, analysing character arcs, and sharing their favourite moments in real-time.
A prime example of this is the release of our original drama The Day of the Jackal, starring Eddie Redmayne and Lashana Lynch, which is officially the biggest new series to ever launch on Sky. With a 28-day series average of 3.7 million viewers across 10 episodes, it was the talk of the town, with 61% of total viewing coming from Video on Demand. This success reflects our commitment to product development and enhancing customer experience, ensuring our viewers have access to both high-quality content and innovative technology.
While the channels and platforms may have evolved, the essence of storytelling remains unchanged. As content creators, our mission is to enrich viewers lives through compelling stories that fuel conversations and cultural trends.
The findings of our Attention Index highlight a pivotal moment for the industry, with audiences leading the way. It is up to us to keep pace, continually innovate, and enhance the customer experience. By doing so, we can continue delivering stories that resonate and enrich lives.
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Monday 31 March 2025
