Sky’s latest bi-annual Attention Index offers a comprehensive view into how UK audiences consumed content in the second half of 2024. With a staggering 16 billion hours of content watched on Sky over the year, the findings signal significant shifts in platform preferences, content types, viewer motivations, and the role of digital innovation in shaping modern media consumption.
On-Demand Viewing Is Becoming the Default
One of the most apparent shifts captured by the report is the growing dominance of on-demand content. Traditional scheduled broadcasting continues to lose ground, especially as more households adopt smart TVs and mobile-first viewing habits. Smart TVs were the most popular device for watching video content, used by 71% of viewers, followed by smartphones at 66%, and laptops or desktops at 50%. Only 40% still used standard aerial-connected TVs as their primary screen.
This shift has transformed content performance dynamics. Sky’s most successful series launch of the year, The Day of the Jackal, achieved a 28-day average of 3.7 million viewers per episode, with 61% of total viewing coming via video on demand (VoD). Similarly, the dark comedy Sweetpea reached over 6 million viewing hours across six months, with more than three in five viewers choosing to watch its first episode on-demand.
Live Sports Still Anchor Linear Viewing
Despite the rise of on-demand, sport remains a powerful force for live viewing. Nearly 950 million hours of sports content were watched on Sky during the last six months of 2024, with over two-thirds of that viewing happening live. Football continues to be the UK’s most-watched sport, followed by cricket. The Formula 1 British Grand Prix became the most-watched European F1 race ever on Sky, averaging 2.19 million viewers and peaking at 2.33 million. The PDC World Darts Championship Final also broke records, becoming Sky’s second most-watched non-football event ever, with a 46% increase in live viewing.
Notably, the popularity of darts has seen a remarkable rise overall. Viewing hours soared by 46% in H2 2024, and since the start of the Premier League Darts season, total viewing is up by 57% year-on-year. Sky’s sustained focus on a diverse sports slate reinforces live TV’s relevance even as digital formats rise.
Podcasts Are Reshaping the News Ecosystem
With nearly half the UK population tuning into podcasts and one in four adults listening weekly for news updates, podcasts are now a mainstream news medium. Younger audiences are driving this trend, with 45% of 18–34-year-olds using podcasts to stay informed. Trust is also shifting — a third of podcast listeners say they trust podcast news more than traditional news sources.
Sky News saw a 12% increase in podcast engagement year-on-year, reaching 20.4 million listens in 2024. The standout was Electoral Dysfunction, a political podcast that drew more than 4.5 million listens during the election-heavy mid-year period. Other popular episodes included deep dives on Ukraine and international affairs, showcasing the growing appetite for long-form, analysis-driven content.
Gen Z Turns Viewing into Real-World Action
Content consumption has become far more than passive entertainment for younger audiences, particularly those aged 18–24. The data reveals that 83% of viewers in this age group were inspired to research a new topic after watching a film or TV show. More than half said they learned to cook a new dish based on content, 50% picked up a new hobby, and 44% changed their personal style or fashion to reflect their favorite characters.
These younger audiences are also the most active fans. Nearly half purchased merchandise related to a show they watched, and 43% joined fan groups or communities. The report highlights how deeply storytelling now influences identity, interests, and lifestyle, especially for younger trendsetting clusters.
A Strong Year for British Originals
Sky’s commitment to UK-made content continues to resonate with audiences. More than half of UK adults (52%) felt proud when British-made shows or films received international recognition. Among Sky’s most engaged audience segment — dubbed “Trendsetters” — that number rises to 67%.
Sky Original productions such as The Tattooist of Auschwitz, Sweetpea, and Mary & George were standouts, earning major award nominations and drawing strong viewership. The Day of the Jackal became a landmark success, with over 6.2 million lifetime viewers tuning in to its debut episode. With more than 1 in 10 UK adults intending to watch award ceremonies, excitement around British content remains high.
Women’s Sports on the Rise — But Room for Growth Remains
Sky’s five-year partnership with the Women’s Professional Leagues Ltd marks a significant investment in women’s sport. Starting in the 2025/26 season, the broadcaster will air 118 Women’s Super League matches annually, tripling its previous coverage. In 2024, women made up 30% of Sky Sports’ total audience, and 53% of UK adults said they were optimistic about the future of women’s sport.
However, the data reveals a “perception gap.” Men are still more likely than women to report watching women’s sports, often due to habit and exposure to men’s leagues. Meanwhile, women are more likely to believe women’s sports are just as compelling. Increasing storytelling, visibility, and access will be key to building broader fandom and engagement.
Emotional Drivers Behind Content Choice
The report also explores how emotional states shape viewing habits. When looking to be entertained, 43% of UK adults prefer newly released fictional shows. When feeling sad or unwell, many turned to rewatching older comfort content, such as sitcoms or nostalgic films. Documentaries and soothing dramas were top picks for those wanting to relax, while genres like comedy, romance, and action remained the most chosen for an emotional lift.
Films like Love Actually, Dirty Dancing, Star Wars, and Harry Potter emerged as common go-to choices, especially for comfort viewing or post-breakup moods. Viewers increasingly choose what to watch not just based on content, but based on how they feel.
Technology and Infrastructure Are Keeping Pace
As viewing behaviors change, broadband usage is rising alongside it. Between July and December 2024, Sky customers used 19.1 billion gigabytes of data — a 17% increase from the previous year. This reflects not only more viewing but also more cross-platform engagement. People are discussing, sharing, and revisiting content in real time.
Sky also introduced Sky Essential TV — a simplified bundle offering over 100 channels, plus content from Netflix and Discovery+, for just £15 a month. Designed for digitally engaged but price-conscious households, the product signals how platforms are evolving their offerings to meet modern expectations for value, flexibility, and ease of use.
The Take
Sky’s Attention Index report captures a media landscape in transition. Audiences are more connected, emotionally driven, and involved than ever. Whether it’s the growing power of podcasts, the resurgence of darts, the passionate habits of Gen Z, or the rise of British storytelling, one thing is clear: the UK’s content consumption habits are not just changing — they are shaping the next phase of the entertainment industry.
