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Modern TV Ignores Its Most Loyal Viewers, Research Finds
Sep 8, 2025 10:30am by Or Goren
This post may contain affiliate links*
“My house is quiet. My wife died two years ago. Sometimes I put the TV on just to make a noise. The dog enjoys it.”
This poignant quote from a 65-year-old man captures something profound about television’s role in British life – and highlights a massive audience that broadcasters are increasingly ignoring.
Across Freeview, we’re witnessing a quiet revolution. Channels are pivoting towards classic content, crime dramas are getting prime slots, and nostalgia programming is booming.
The reason? No, not just because it’s cheap to buy the rights to older content. Britain’s 22 million over-55s – the most loyal TV viewers in the country – feel completely left behind by modern broadcasting.
New research from Great! channels reveals the scale of this disconnect. More than a quarter of over-55s feel forgotten by today’s TV, despite watching nearly four hours daily.
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While broadcasters chase younger demographics with reality shows and streaming-first strategies, their most dedicated audience is crying out for something different.
The findings help explain why we’re seeing such changes across the TV landscape – and why channels that cater to older viewers are thriving while others struggle.
The Numbers Don’t Lie
The statistics are pretty damning. According to Great!’s newly published research, over-55s make up roughly a third of the UK population, yet only 5% of programming on the five main terrestrial channels last week consisted of classic shows.
Half of this demographic feel today’s TV schedules prioritise younger audiences, with an emphasis on reality formats over the shows they grew up loving.
It’s not just about nostalgia – it’s about representation. Just 15% of over-55s feel accurately and positively represented by what they see on screen, with many saying they rarely see people like themselves in advertising either.
“Britain’s most loyal TV viewers are ‘not young’, and so they’re being routinely ignored by modern-day broadcasters,” says Kate Gartland, marketing director for Great!, “It shouldn’t be all Love Island, First Dates and prioritising Gen Z – older audiences are important, and they should be catered for.”
Great!’s Response to the Data
Great! channels have been dealing with this challenge in real time.
If you’ve got Freeview, you’ll have noticed some changes last week – Great! Mystery got promoted to the much better Channel 50 slot, while Great! Movies was relegated to Channel 61, which needs both an aerial and broadband connection to work.
It’s quite a statement about what they think people actually want to watch. Crime dramas over films, apparently.
The Great! Channels started life as Sony Movies back in 2014, and became part of the Great! family in 2021 when Narrative Capital bought the collection, and have had somewhat of a roller coaster ride since.
Great! Real lasted just five months before getting axed, and last year all the Great! channels mysteriously disappeared from Freesat without warning.
This year, Great! commissioned research to understand their audience properly, along with a channel rebranding this month.
Crime Pays (In Viewing Figures)
According to the research, two-thirds of all Brits enjoy nostalgia TV, but the biggest fans are men aged 55-64, with 76% saying they love rewatching programmes from the past.
Crime shows are particularly popular – which makes Great! Mystery’s promotion to the easier-to-access terrestrial slot make more sense.
The appeal isn’t just about familiar faces or storylines. For many viewers, classic TV provides something modern programming doesn’t: companionship.
40% of all audiences say TV keeps them company, rising to nearly half of women aged 75+. When you consider how many people live alone, television serves as more than entertainment.
“I know it word for word… it’s comforting,” one 65-year-old male viewer told researchers about his favourite classic show.
Part of a Bigger Trend
Great!’s pivot reflects something we’ve been seeing across Freeview and beyond. Talking Pictures TV has built a remarkable following with around 6 million weekly viewers, proving there’s serious appetite for vintage content.
Rewind TV expanded from Sky to Freeview just last year, joining the likes of That’s TV in bringing classic programming to terrestrial audiences.
Even in the streaming world, we’re seeing this trend. Talking Pictures TV recently launched dedicated apps for Fire TV and other platforms, while keeping their core appeal: free, accessible content that doesn’t require endless logins or overwhelm you with choice.
Talking Pictures TV app
And then there’s Freely, which aims to bring streaming Freeview channels to the masses – and the planned “simple” Freely box from the BBC will hopefully make it super simple to watch those channels.
Great!’s research helps explain why this approach works. Nearly two-thirds of 65-74 year olds watch broadcast TV daily, compared to just 10% using paid streaming services like Netflix.
They value the “free and login-free” nature of traditional TV, with many finding password management impossible and resenting the pressure to be online for everything.
It’s Not About Being Anti-Tech
Here’s where the research gets interesting – and challenges some lazy assumptions.
81% of men and 69% of women aged 65-74 feel confident with most technology, while 61% of men and 51% of women aged 75+ say technology has made their life better. A third of over-75s even use video calls to stay in touch with family.
These aren’t technophobic traditionalists who don’t “get” modern media. They’re informed consumers who’ve been priced out or overwhelmed by the current landscape.
As Great! Christmas returns to Freeview Channel 52 this week for its annual four-month takeover (yes, it’s September and they’re already doing Christmas – no apologies), the broader question remains: will more broadcasters take notice?
With viewing figures and loyalty on their side, Britain’s forgotten television audience might finally be getting the recognition they deserve. And frankly, it’s about time.
For more TV news and updates, Subscribe to our free newsletter.
CategoriesNews
TagsFreesat, Freeview, TV Shows
Want more TV news? Join the discussions on our Facebook page
8 thoughts on “Modern TV Ignores Its Most Loyal Viewers, Research Finds”
Freddie
Sep 11, 2025 10:21pm at 10:21 pm
So the majority being over 70% of people actually don’t feel forgotten?
That is actually more impressive then and that if anything it just means the ones that do feel forgotten probably just want things the way they were in the past and want to recapture the nostalgia they once had. It’s also very hard to please those kinds of niche tastes.
Reply
Neil
Sep 11, 2025 12:21am at 12:21 am
I’m 4 (nearly 3) years off this age bracket and I’m honestly worried about my fellow older Gen Xers (and beyond)… Whilst I too have a dislike for reality TV, I worry if we lose our curiosity for at least trying new content out we risk becoming the very “sticks in the mud” we riled against in our youth. Whilst I do like a bit of Marple or Poirot every now and then it’s really important to engage with modern storytelling lest we end up culturally isolated and find it harder to relate to and understand the world around us. Of course, everyone has their own tastes and that’s perfectly fine, I’m not judging, but there are plenty of dramas and other shows that if you give them a chance are really quite good, plus with the variety of shows on the streamers, if you give them a chance you will find something. On the other hand, if it’s just bigotry causing you discomfort with modern TV/life in Britain, I guess you’re just gonna be unhappy but maybe don’t bring everyone else down to your level. Sorry not sorry.
Reply
poshsimon
Sep 10, 2025 5:30pm at 5:30 pm
It’s true, although, it doesnt indicate detail on the research by Great.
I have written to the suits at the BBC about this on many occasions, but have given up. They do not listen, but are following popularist themes, along with others, on linear TV. Why? Their own research indicates younger viewers watch less, yet bbc brought back bbc3, and very frequently run bbc3 content on bbc1.
Tptv was a hit, and continues to lead, imho.
Reply
Doug
Sep 10, 2025 8:50am at 8:50 am
“More than a quarter of over-55s feel forgotten by today’s TV,” This is hardly an endorsement; it suggests almost three quarters of the age-group do not feel forgotten!
Reply
John Peace
Sep 9, 2025 4:34pm at 4:34 pm
Way O way is there so much background music in a lot of programs
Especially talking programs when there is no reason for it
It’s very of putting and it’s getting worse
Reply
Poppasmurf
Sep 9, 2025 9:19am at 9:19 am
I’m over 55 – 22 years over actually – and here’s my system for not watching a programme:
1. If it’s got a shiny floor, it’s out.
2. If it’s got overtly gay presenters, it’s out.
3. If it’s got modern day comedians, it’s out.
4. If it features Barrymore, Keilty or Brand, it’s out.
There are a few others but the above are the main ones I avoid.
Reply
Neil Currie
Sep 11, 2025 9:41pm at 9:41 pm
Whilst you have the chutzpah to be homophobic in your comment, you avoided racism. Are you not confident enough in your bigoted views to be racist online? I mean, you could have picked on immigrants and Trans people as well, so why not add them to your exclusion list for your viewing… wouldn’t want to happen across anyone who isn’t straight and white when turning on the telly now would you.
I get it, you don’t want your world view challanged and I already know your reply, you just don’t like “gay humor” (whatever the hell that is)… If you’re gonna throw around veiled insults, why not at least have the confidence to use your real name, that’s the sign of a REAL man. Not hiding behind a username. Meshuggah.
Reply
Poppasmurf
Sep 12, 2025 5:50pm at 5:50 pm
You can always rely on an old Trot to come out and accuse somebody because they HAVEN’T said something or singled out a certain group. Let’s remember, in your ideal world you don’t have people who hold different views to you because they simply disappear overnight.
I’ll keep my views, thank you. I don’t need some crusty old Commie to make a comment – I know there are millions behind me. Now I’ll nip out and raise a few more England flags and paint a couple of mini roundabouts.
Reply
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Modern TV Ignores Its Most Loyal Viewers, Research Finds
Sep 8, 2025 10:30am by Or Goren
This post may contain affiliate links*
“My house is quiet. My wife died two years ago. Sometimes I put the TV on just to make a noise. The dog enjoys it.”
This poignant quote from a 65-year-old man captures something profound about television’s role in British life – and highlights a massive audience that broadcasters are increasingly ignoring.
Across Freeview, we’re witnessing a quiet revolution. Channels are pivoting towards classic content, crime dramas are getting prime slots, and nostalgia programming is booming.
The reason? No, not just because it’s cheap to buy the rights to older content. Britain’s 22 million over-55s – the most loyal TV viewers in the country – feel completely left behind by modern broadcasting.
New research from Great! channels reveals the scale of this disconnect. More than a quarter of over-55s feel forgotten by today’s TV, despite watching nearly four hours daily.
Want More TV & Tech News?
Get the free Cord Busters weekly newsletter + Bonus TV Streaming Cheatsheet
I agree to my personal data being used for interest-based advertising as outlined in the Privacy Notice.
SUBSCRIBE
While broadcasters chase younger demographics with reality shows and streaming-first strategies, their most dedicated audience is crying out for something different.
The findings help explain why we’re seeing such changes across the TV landscape – and why channels that cater to older viewers are thriving while others struggle.
The Numbers Don’t Lie
The statistics are pretty damning. According to Great!’s newly published research, over-55s make up roughly a third of the UK population, yet only 5% of programming on the five main terrestrial channels last week consisted of classic shows.
Half of this demographic feel today’s TV schedules prioritise younger audiences, with an emphasis on reality formats over the shows they grew up loving.
It’s not just about nostalgia – it’s about representation. Just 15% of over-55s feel accurately and positively represented by what they see on screen, with many saying they rarely see people like themselves in advertising either.
“Britain’s most loyal TV viewers are ‘not young’, and so they’re being routinely ignored by modern-day broadcasters,” says Kate Gartland, marketing director for Great!, “It shouldn’t be all Love Island, First Dates and prioritising Gen Z – older audiences are important, and they should be catered for.”
Great!’s Response to the Data
Great! channels have been dealing with this challenge in real time.
If you’ve got Freeview, you’ll have noticed some changes last week – Great! Mystery got promoted to the much better Channel 50 slot, while Great! Movies was relegated to Channel 61, which needs both an aerial and broadband connection to work.
It’s quite a statement about what they think people actually want to watch. Crime dramas over films, apparently.
The Great! Channels started life as Sony Movies back in 2014, and became part of the Great! family in 2021 when Narrative Capital bought the collection, and have had somewhat of a roller coaster ride since.
Great! Real lasted just five months before getting axed, and last year all the Great! channels mysteriously disappeared from Freesat without warning.
This year, Great! commissioned research to understand their audience properly, along with a channel rebranding this month.
Crime Pays (In Viewing Figures)
According to the research, two-thirds of all Brits enjoy nostalgia TV, but the biggest fans are men aged 55-64, with 76% saying they love rewatching programmes from the past.
Crime shows are particularly popular – which makes Great! Mystery’s promotion to the easier-to-access terrestrial slot make more sense.
The appeal isn’t just about familiar faces or storylines. For many viewers, classic TV provides something modern programming doesn’t: companionship.
40% of all audiences say TV keeps them company, rising to nearly half of women aged 75+. When you consider how many people live alone, television serves as more than entertainment.
“I know it word for word… it’s comforting,” one 65-year-old male viewer told researchers about his favourite classic show.
Part of a Bigger Trend
Great!’s pivot reflects something we’ve been seeing across Freeview and beyond. Talking Pictures TV has built a remarkable following with around 6 million weekly viewers, proving there’s serious appetite for vintage content.
Rewind TV expanded from Sky to Freeview just last year, joining the likes of That’s TV in bringing classic programming to terrestrial audiences.
Even in the streaming world, we’re seeing this trend. Talking Pictures TV recently launched dedicated apps for Fire TV and other platforms, while keeping their core appeal: free, accessible content that doesn’t require endless logins or overwhelm you with choice.
Talking Pictures TV app
And then there’s Freely, which aims to bring streaming Freeview channels to the masses – and the planned “simple” Freely box from the BBC will hopefully make it super simple to watch those channels.
Great!’s research helps explain why this approach works. Nearly two-thirds of 65-74 year olds watch broadcast TV daily, compared to just 10% using paid streaming services like Netflix.
They value the “free and login-free” nature of traditional TV, with many finding password management impossible and resenting the pressure to be online for everything.
It’s Not About Being Anti-Tech
Here’s where the research gets interesting – and challenges some lazy assumptions.
81% of men and 69% of women aged 65-74 feel confident with most technology, while 61% of men and 51% of women aged 75+ say technology has made their life better. A third of over-75s even use video calls to stay in touch with family.
These aren’t technophobic traditionalists who don’t “get” modern media. They’re informed consumers who’ve been priced out or overwhelmed by the current landscape.
As Great! Christmas returns to Freeview Channel 52 this week for its annual four-month takeover (yes, it’s September and they’re already doing Christmas – no apologies), the broader question remains: will more broadcasters take notice?
With viewing figures and loyalty on their side, Britain’s forgotten television audience might finally be getting the recognition they deserve. And frankly, it’s about time.
For more TV news and updates, Subscribe to our free newsletter.
CategoriesNews
TagsFreesat, Freeview, TV Shows
Want more TV news? Join the discussions on our Facebook page
8 thoughts on “Modern TV Ignores Its Most Loyal Viewers, Research Finds”
Freddie
Sep 11, 2025 10:21pm at 10:21 pm
So the majority being over 70% of people actually don’t feel forgotten?
That is actually more impressive then and that if anything it just means the ones that do feel forgotten probably just want things the way they were in the past and want to recapture the nostalgia they once had. It’s also very hard to please those kinds of niche tastes.
Reply
Neil
Sep 11, 2025 12:21am at 12:21 am
I’m 4 (nearly 3) years off this age bracket and I’m honestly worried about my fellow older Gen Xers (and beyond)… Whilst I too have a dislike for reality TV, I worry if we lose our curiosity for at least trying new content out we risk becoming the very “sticks in the mud” we riled against in our youth. Whilst I do like a bit of Marple or Poirot every now and then it’s really important to engage with modern storytelling lest we end up culturally isolated and find it harder to relate to and understand the world around us. Of course, everyone has their own tastes and that’s perfectly fine, I’m not judging, but there are plenty of dramas and other shows that if you give them a chance are really quite good, plus with the variety of shows on the streamers, if you give them a chance you will find something. On the other hand, if it’s just bigotry causing you discomfort with modern TV/life in Britain, I guess you’re just gonna be unhappy but maybe don’t bring everyone else down to your level. Sorry not sorry.
Reply
poshsimon
Sep 10, 2025 5:30pm at 5:30 pm
It’s true, although, it doesnt indicate detail on the research by Great.
I have written to the suits at the BBC about this on many occasions, but have given up. They do not listen, but are following popularist themes, along with others, on linear TV. Why? Their own research indicates younger viewers watch less, yet bbc brought back bbc3, and very frequently run bbc3 content on bbc1.
Tptv was a hit, and continues to lead, imho.
Reply
Doug
Sep 10, 2025 8:50am at 8:50 am
“More than a quarter of over-55s feel forgotten by today’s TV,” This is hardly an endorsement; it suggests almost three quarters of the age-group do not feel forgotten!
Reply
John Peace
Sep 9, 2025 4:34pm at 4:34 pm
Way O way is there so much background music in a lot of programs
Especially talking programs when there is no reason for it
It’s very of putting and it’s getting worse
Reply
Poppasmurf
Sep 9, 2025 9:19am at 9:19 am
I’m over 55 – 22 years over actually – and here’s my system for not watching a programme:
1. If it’s got a shiny floor, it’s out.
2. If it’s got overtly gay presenters, it’s out.
3. If it’s got modern day comedians, it’s out.
4. If it features Barrymore, Keilty or Brand, it’s out.
There are a few others but the above are the main ones I avoid.
Reply
Neil Currie
Sep 11, 2025 9:41pm at 9:41 pm
Whilst you have the chutzpah to be homophobic in your comment, you avoided racism. Are you not confident enough in your bigoted views to be racist online? I mean, you could have picked on immigrants and Trans people as well, so why not add them to your exclusion list for your viewing… wouldn’t want to happen across anyone who isn’t straight and white when turning on the telly now would you.
I get it, you don’t want your world view challanged and I already know your reply, you just don’t like “gay humor” (whatever the hell that is)… If you’re gonna throw around veiled insults, why not at least have the confidence to use your real name, that’s the sign of a REAL man. Not hiding behind a username. Meshuggah.
Reply
Poppasmurf
Sep 12, 2025 5:50pm at 5:50 pm
You can always rely on an old Trot to come out and accuse somebody because they HAVEN’T said something or singled out a certain group. Let’s remember, in your ideal world you don’t have people who hold different views to you because they simply disappear overnight.
I’ll keep my views, thank you. I don’t need some crusty old Commie to make a comment – I know there are millions behind me. Now I’ll nip out and raise a few more England flags and paint a couple of mini roundabouts.
Reply
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Notify me of follow-up comments by email.
This site uses Akismet to reduce spam. Learn how your comment data is processed.
*Some posts on Cord Busters contain Affiliate Links. Using those links to buy products or services may earn us a referral fee, at no extra cost to you. Additionally, as an Amazon Associate, we earn from qualifying purchases.
Work With Us • Privacy Policy • Earnings Disclaimer
© 2016-2025 Cord Busters ® / Ginger Heart LTD
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