BT Group’s Research Reveals UK’s Growing Obsession with Live Events, Streaming, and Multi-tasking

BT Group’s Research Reveals UK’s Growing Obsession with Live Events, Streaming, and Multi-tasking

(IN BRIEF) BT Group’s Network Wrapped report reveals that 56% of the UK population views live sport as the most significant cultural moment of the year, surpassing the UK general election. The study shows a rise in split-screening behavior, with 35% of people regularly using multiple devices during events, especially Gen Z at 58%. The research also uncovers a trend of “secret streaming”, with 1 in 16 people watching live events on their phones during family occasions. Additionally, the report highlights the growing time and financial investments Brits make to attend live events, spending over £155 on average, and reveals that 24% plan to engage with even more major events in 2025.

(PRESS RELEASE) LONDON, 18-Dec-2024 — /EuropaWire/ — A new study by BT Group, titled Network Wrapped, reveals how the British public is increasingly engaging with live events, both in-person and online, through a combination of multi-tasking and “secret streaming.” The annual research, which combines broadband and mobile data with consumer insights, highlights a nation of split-screeners, secret streamers, and meticulous event planners.

According to the study, 56% of UK citizens regard live sports as the most significant cultural moment of the year, even ranking it higher than the 2024 general election (55%). This growing preference for live sport underscores the deep cultural value of such events, which outshine other major cultural happenings like live music or new film releases. The desire to be part of these events in real-time is driving new behaviors, such as split-screening, where 35% of the population admits to regularly using multiple screens or devices during key events. This figure jumps to 58% among Gen Z, who have pioneered the trend, often using secondary screens for social media (47%), messaging (39%), shopping (33%), or gaming (30%).

The research also uncovers the rise of the “secret streamers”, with 46% of men caught streaming live events covertly, and one in 16 people admitting to watching live events on their smartphones while attending significant family occasions like weddings or funerals. This trend demonstrates the growing importance of staying connected to major events, no matter the setting.

For those attending live events in person, the research reveals that 61% of the population dedicates up to two hours preparing for the experience. These efforts include researching travel routes, arranging group chats, and even shopping online for new outfits. Interestingly, people in the East Midlands spend the most time planning, averaging 2 hours and 4 minutes.

The financial commitment to attending major events is also on the rise. On average, UK citizens spent over £155 in addition to their tickets, with one in ten people splashing out an extra £300 per event. Fans in the Northeast are the most likely to indulge in VIP access and merchandise, spending 66% more than those in regions like Norfolk and Suffolk.

Despite frustrations such as long queues, travel challenges, and people recording shows on their phones, nearly 24% of Brits are already planning to engage with more major events in 2025. The study reflects the growing desire to make the most out of every event, despite logistical obstacles.

Howard Watson, Chief Security and Networks Officer at BT Group, commented:
“This year, the UK public has embraced connectivity, multi-tasking, and streaming in ways that redefine how we experience cultural milestones—from major football finals to record-breaking concerts. As more people engage through connected devices, the way we interact with events is changing, shaping the future of connectivity.”

The full Network Wrapped report is available on BT’s website at bt.com/network-wrapped.

Notes to editors:

EE partnered with Sapio Research to survey a sample of 2,000 nationally representative adults in the UK in November 2024.

About BT Group

BT Group is the UK’s leading provider of fixed and mobile telecommunications and related secure digital products, solutions and services. We also provide managed telecommunications, security and network & IT infrastructure services to customers across 180 countries.

BT Group consists of three customer-facing units: Consumer serves individuals and families in the UK; Business covers companies and public services in the UK and internationally; Openreach is an independently governed, wholly owned subsidiary wholesaling fixed access infrastructure services to its customers – over 700 communications providers across the UK.

British Telecommunications plc is a wholly owned subsidiary of BT Group plc and encompasses virtually all businesses and assets of the BT Group. BT Group plc is listed on the London Stock Exchange.

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SOURCE: British Telecommunications