Appetite for news still strong as media landscape fragments

Freshwater director Carolyn Pugsley on our changing media habits

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HOW people access and consume content has always been of interest to those of us working in marketing and communications.

We need to know who is consuming what, when and how, so that we can target our campaigns with laser-like accuracy. Having the latest data to hand is crucial.

That's why the latest Media Nations report from regulator Ofcom is always an interesting read. Published annually, it provides a detailed snapshot of how people across the UK interact with TV, video, radio, audio and online services - both at home and on the go.

As well as confirming what many of us probably could have guessed - that Gavin & Stacey: The Finale was the most watched programme in Wales, pulling in an average audience of 1.6 million, and for the UK with 18.6 million - the report offers valuable insights into how different age groups engage with content.

One of the most striking findings this year is YouTube's growing dominance. The platform is now second only to the BBC in terms of daily viewing across the UK. In 2024, people in the UK spent an average of 39 minutes a day on YouTube at home, with Wales coming in slightly below the average on 36 minutes.