A new study has revealed that millions of viewers feel overwhelmed by the sheer volume of programme choices and long for a return to the simpler days of British television. The research, conducted by Great TV, found that 51 per cent of people say there is now so much content across multiple channels, apps and online platforms that they are experiencing what is termed 'streaming overload'.
Decision Fatigue and a Desire for Simpler Times
As a direct result of this abundance, two-fifths of viewers (40%) admit they spend more time trying to decide what to watch from the hundreds of available options rather than actually watching a programme. This overwhelming choice is affecting viewers of all ages equally, with seven in 10 Brits expressing a wish for a 'return to simpler times' before smartphones and social media became dominant.
The in-depth study, which is one of the network's five channels including Great Mystery, Great Action, Great Movies and Great Christmas, also found that broadcast TV remains the most-watched medium. Nearly half (47%) of the nation watch traditional television every day, compared to a third (36%) who stream content daily. The average Brit estimates they spend three-and-a-half hours watching TV each day.
Generational Divide in Viewing Habits
More than half (52%) of the 4,000 UK respondents told researchers they find managing multiple streaming channels, subscriptions and passwords to be frustrating. Younger viewers find the range of shows across streaming and traditional TV more overwhelming than older viewers, though their viewing habits may explain this.
More than half (56%) of Gen Z – aged 18 to 30 – and six in 10 (62%) Millennials – aged 31 to 44 – feel overwhelmed by the choice of what to watch. However, both these age groups watch considerably less traditional broadcast television and stream more content than older generations. Less than a third (29%) of Gen Z and over a third of Millennials (35%) watch terrestrial TV every day, compared to nearly half of Gen X (46%) and two-thirds of Baby Boomers (62%).
The opposite is true for streaming. Boomers (29%) – aged 62 to 80 – and Gen X (37%) – aged 45 to 61 – watch the least daily content on Netflix or an equivalent, while around two-fifths of Gen Z (43%) and Millennials (44%) watch streaming shows every day.
Comfort in Familiarity and Shared Viewing
Despite these differences, most Brits (67%) believe TV is a good way to bring different generations together, with older programmes carrying significant value for younger generations today. Nearly six in 10 Gen Z (58%) and Gen X (59%) and two-thirds of Millennials (66%) say they still watch programmes that were introduced to them by an older relative.
The pull towards 'simpler times' is reinforced by opinions on how content is consumed. When it comes to what they watch, more than half of viewers (57%) – and particularly Millennials (62%) – tend to select a familiar favourite because it is 'comforting'. Nearly half of all viewers (47%) prefer to stick to a tried and trusted classic rather than taking a chance on something new.
Viewers were split on the benefits of 'binge' TV versus the broadcast schedules of old. Two-fifths (40%) of viewers – broadly the same across all age groups – felt that shows airing at regular intervals is the best approach, while another two-fifths (40%) prefer being able to binge-watch shows in one long sitting, and a fifth (20%) were undecided.
One point most Brits agreed on was that shows aired at a set time every week made them more 'talkable' with friends and family (43%), with just 16% disagreeing. Programmes broadcast at a set time felt like more of a shared cultural event, according to more than half (55%) of viewers when compared to On Demand television.
