Whilst ITV continues to offer mass reach against youth audiences- 54% average monthly reach and 14 of the top 20 programmes on commercial television in 2022 (source: TechEdge/BARB Jan-Dec 2022)- there is more competition for young people’s time and attention than ever before. As such, it is absolutely crucial that we as a company keep across any developing trends and behaviours amongst this age group so as to ensure that we can optimize our youth content output to best suit their rapidly evolving needs and media consumption habits.


This is where the Booth comes in. The Booth is ITVs ongoing youth research initiative focusing on 16-24s, and features a vast library of resources relating to a broad selection of topics from who they are, what they think and feel, and their attitudes and behaviours, to how and what media they are consuming.


A snapshot from our latest Youth Tracker research:

13% Young people’s outlook on the U.K. was more positive than wave 11 with those rating the U.K.’s outlook between 7-10 doubling.

Global issue Climate change continues to be the biggest issue facing society at a global level

Most anticipated I’m a Celebrity Get Me Out of here! was the most looked forward to ITV programme over the next few months, while Big Brother is also generating interest among young people.

Four main priorities Having a good work/life balance, a good/steady job, a loving family and successfully completing their education are significantly more important to16-24s as they get older.

love island
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Highlights from our latest Youth Viewing Report

Love Island When looking at 16-24s ITVX Streaming Hours Love Island outperforms all other shows by over 5 million streaming hours

16-24s ITV1 was the biggest commercial channel for 16-24s in terms of reach.

7/10 On the Commercial channels, ITV took 7 of the top 10 spots for most watched programmes in q2 2023 among 16-24 year olds

ITVX ITVX was top of the commercial BVOD rankings for 16-24s in Q3 2023 in terms of average monthly reach.

Recent studies include:

The Booth Youth Tracker


  • Fieldwork conducted every 6 months at the start of H1 and H2 (Sample of 500 16-24s)
  • Topics covered include their outlook on life, the state of the UK and their media consumption habits
  • Scope for external partners to get involved

Headlines include...

  • Mental Health was the biggest issue facing young people along with house prices.
  • Notable examples of celebs who have stood out have been part of the recent ‘Barbenheimer’ cultural event including Margot Robbie,
    Cillian Murphy & Ryan Gosling.
  • Social media and word of mouth remain the most common ways they hear about new programmes.
  • Dove’s marketing campaign around eating disorders and body positivity was picked up on by many 16-24 year olds.

(More info available on request)

Regular Trends reports

ITV Commercial has its disposal a vast array of trends reports and trackers relating to youth audiences. These include...

  • The ITV Youth Attitudes and Behaviours report
  • The ITV Top Youth Brands report
  • The ITV Youth Viewing report

(More info available on request)

The ITV Village Youth Panel 

  • ITV’s very own online community panel of 9.5k television viewers

  • To date clients have used it for concept testing, campaign evaluation and category insights  

  • Now includes a bespoke Youth subpanel of over 1400 16-24s who can be consulted for answers to burning questions relating to young people

(More info available on request)

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