Audience expectations in a digital world

Ofcom commissioned Ipsos to help them understand how audience expectations of audio-visual content are evolving in a digital world. The research explored participants’ changing attitudes towards content standards and their experiences of programmes across platforms including: TV, radio, catch-up, subscription and video sharing services.

The research involved deliberative workshops with members of the public across the UK and mini-groups and in-depth interviews with specific groups. Fieldwork was conducted between 26th September and 19th November 2019.

The report covers: participants experiences and expectations of content standards, including the importance of protecting children, and their attitudes on the broadcasting code. It also describes some of the factors that influenced participants’ views on whether broadcast content is acceptable.

Overall there was broad support for broadcasting rules, which ensure audiences are protected while freedom of expression is upheld. There was also widespread agreement among audiences that society’s views around offence have shifted in recent years.

In particular, viewers and listeners told us that:

• They expect regulation to focus on cases of content inciting crime and causing harm, even if it airs on smaller, non-mainstream channels or stations aimed at particular communities; and
• Discriminatory content against specific groups is more concerning than other offensive content, such as nudity and swearing, and should be prioritised.

You can find the report on Ofcom's website here.