New media conglomerate Vice Media has made many headlines through its ambitious expansion across a range of platforms as well as its appeal to a predominantly young audience. Our final Chart of the Day this week zeroes in on this audience in the UK & USA and on one aspect of its media consumption habits: their enthusiasm for consuming television content, both broadcast and online.
As our chart makes clear, almost all of this audience are engaging with online TV content in some form. Indeed, 9 in 10 Vice Visitors in the UK/US used an online TV/film service last month, with significant numbers also watching live TV online or using TV catch-up services. For this group, it’s clear that online has a become a major part of their TV consumption habits.
But on a daily basis, it’s still traditional broadcast TV that captures most television time among this group. The average Vice Visitor in these markets is watching well over 3 hours of linear TV daily, something which clearly supports Vice’s efforts to expand onto this platform.