Lockdown at home grows Discovery UK audiences

Discovery UK has announced a 16% growth in its audience share in the first five months of the year.

The broadcaster saw Quest become the number one non-PSB owned channel for men and Food Network, HGTV, Discovery Channel, ID, Really and DMAX all hitting double digit growth in share of adults.

“During this unprecedented time viewers have flocked to our channels for our entertaining real-life content, from food and home, to restoration and adventure,” said James Gibbons, EVP and GM, Discovery Networks UK, Ireland. “Our portfolio has had double digit growth for audience share and SOCI, with increases in 16-34 viewership a particularly encouraging sign that our channels are capturing the imaginations of younger audiences.”

Quest has grown its share of male audiences by 29%, and its share of 16-34s by 86%. The channel shows a mix of antiques/collectible, motoring and extreme jobs. Audiences have grown further during lockdown leading to Salvage Hunters (pictured) achieving its highest-rating episode ever.

Food Network has seen a significant increase in viewing growing its share of adults by 51% this year and its share of 16-34s by 52% across the same time period.

Former UKTV channel Home has now been rebranded as HGTV and saw its share of adults by 33% against the previous 12 weeks and its share of 16-34s by 21% across the same time period. Investment in original content has also paid off with series 2 of Sarah Beeny Renovate Don’t Relocate becoming the biggest commission on HGTV or Home in over a decade.

Discovery Channel remains the number one pay factual channel for adults. This year it has grown its share of adults by 13% and its share of 16-34s by 32%. Discovery Channel UK original Richard Hammond’s Big became the best performing new series launch in over two years.

—Broadband TV News

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