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Top trends in digital entertainment choices among young people in the UK

November 19, 2024

As digital platforms evolve, young people in the UK are finding new and diverse ways to engage in entertainment online. Ranging from streaming platforms and gaming to social media trends and sports betting, the digital landscape is packed with options.

Understanding the current entertainment preferences and trends within different age groups helps us see what captivates today’s audiences and how their interests are shaping the industry.

Streaming platforms for video content

With video content more accessible than ever, streaming platforms like Netflix, Disney+ and Prime Video remain at the forefront of digital entertainment for young audiences. Whether it’s binge-watching series, exploring indie films, or catching up on the latest movies, these platforms have become central to daily life for many.

In 2023, research by Ofcom found that 90 per cent of UK adults aged 16-24 use subscription streaming services, with Netflix and Disney+ being the most popular. For younger Gen Z audiences (ages 16-24), 76 per cent report binge-watching shows regularly, preferring shorter, more binge-worthy series, while slightly older Millennials (ages 25-34) enjoy a mix of longer, more diverse content.

Platforms like YouTube hold strong appeal as well, with a 2023 study revealing that YouTube is the most-used platform among 16-34-year-olds, with 89% engaging with its influencer-led content, lifestyle vlogs and niche interests like tech reviews.

Sports betting

Sports betting has gained popularity among young people in the UK, particularly with the accessibility offered by mobile betting apps. This form of entertainment is not just about traditional sports like football or rugby; today’s young audience is also interested in niche sports like esports, MMA and even virtual horse racing. Betting apps and UK betting sites not on GamStop often offer live-streaming options, which make it easy to follow events in real-time, adding an extra layer of excitement to the experience.

A 2023 report by the Gambling Commission highlighted that 31 per cent of young adults aged 18-24 participate in some form of online betting monthly. Among Millennials, the figure rises to 45 per cent, with group bets and friendly challenges being common. Meanwhile, Gen Z users often explore unconventional markets like esports betting and reality TV outcomes. Mobile apps contribute to this trend, with 80 per cent of betting activity among young people occurring on smartphones.

Gaming and eSports

Online gaming has grown significantly, with multiplayer games, live-streamed tournaments and eSports events becoming massive digital pastimes. For younger Gen Z and Millennials alike, gaming is not just about playing; it’s about community and engagement. Platforms like Twitch and Discord have transformed gaming into a social experience, where gamers can watch live streams, discuss strategies and build friendships.

The global eSports audience was estimated at 532 million in 2023, with 62 per cent of viewers aged between 16-34, making it a dominant form of entertainment among young people. Games such as Fortnite, League of Legends and Call of Duty boast large followings, with tournaments like The International or League of Legends World Championship attracting prize pools exceeding $20 million.

Mobile gaming continues to rise as well, with 68 per cent of 16-24-year-olds in the UK playing games on their phones regularly, driven by the accessibility of titles like PUBG Mobile and Candy Crush.

Social media challenges and short-form content

Social media platforms like Instagram, TikTok and Snapchat are at the heart of digital entertainment for Gen Z and Millennials, with TikTok leading the way in terms of engagement. As of 2024, TikTok boasts 23.4 million users in the UK, with 16-24-year-olds making up nearly 40 per cent of its user base. Short-form content, particularly in the form of challenges, dance trends and meme culture, resonates deeply with younger audiences.

Instagram and Snapchat continue to appeal to Millennials, with features like Stories, Reels and AR filters driving engagement. According to Hootsuite, 84 per cent of Millennials (25-34) use Instagram weekly, often following influencers in fashion, fitness and travel. While Gen Z gravitates toward TikTok for its experimental and viral nature, Millennials leverage Instagram for more curated content and updates on trends.

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