Media Consumption by Different Age Groups

In this article, the results of the next wave of the monitoring sociological study “Television through the viewers` eyes” conducted in autumn 2022 are presented. It is shown, that media convergence blurs the boundaries between traditional and digital media, thus forming new patterns of media consumption that combine usage of traditional media channels with digital media channels, screens and platforms that provide access to media content. Modern media consumption is shaped not only by content of the product, but also by interface, functionality, convenience of platform, screen and service. The leaders in weekly audience are television, social networks and internet-video. The most demanded type of content is video, as it is seen by almost the whole audience (96% of respondents). Although all age groups have mastered digital media services to one degree or another, differences in media consumption practices between them remain at the level of preferences in choosing media channels, screens and types of the content. In the 15-34 age group, media consumption focused on internet-services (social networks, online-video, music and podcasts) dominates. The 35-54 age group also actively uses social networks and watches internet-video, while at the same time people of this age group retain high interest for such traditional media as television and radio. In media consumption of the senior age group (55+), television dominates, and the positions of the printed press are strong, but the level of mastering and usage of social networks and internet-video is already high.

media consumption, video consumption, television, video, TV channel, internet users, audience