Brits Still Love Live TV, Says Kinessos Odeneye Beet.TV [Video]

LONDON – The so-called “death of linear” may be over-hyped, at least in the UK. That’s the view of one senior agency executive, who says the shift to connected and streaming TV isn’t happening as fast as some industry chatter might suggest.

While it’s true younger viewers are increasingly streaming video, even they still watch a good amount of traditional television, especially live programming, Seun Odeneye, MD UK & IE, Media at Kinesso, said in this video interview with Beet.TV.

Meanwhile, among older viewers, live viewing remains remarkably robust, Odeneye said. This raises important questions for advertisers about how to reach their target audiences most effectively in today’s fragmented media landscape.

“When you look at the UK market, 75% of 35 to 45-year-olds are watching live linear TV,” Odeneye said. “Yes, Gen Zs are streaming more and watching more on-demand stuff. But even when you look at under 34-year-olds in …