Public First conducted new polling for Sky in December 2024 as part of Sky’s bi-annual Attention Index designed to review how viewers are transforming the TV landscape based on their content preferences and what’s available across different technologies and streaming platforms. Using segmentation analysis, we classified the public into four groups based on how they’re watching TV: the Trendsetters, the Detectives, the Dreamers, and the Casuals. Read more about how these groups consume content in the full report here.

Between 3 December and 23 December 2024, we surveyed 4,158 members of the British public in an anonymised, online survey. All results are weighted using Iterative Proportional Fitting, or ‘Raking’. The results are weighted by interlocking age & gender, region and social grade to Nationally Representative Proportions. Public First is a member of the BPC and abides by its rules. For more information please contact the Public First polling team: Public First is a member of the BPC and abides by its rules. For more information please contact the Public First polling team: polling@publicfirst.co.uk.

Download full polling tables here.