ONE in four adults have chosen to take up a new hobby after being inspired by a TV show or film.
A poll of 4,158 television viewers found 18 to 24 year olds are twice as likely as the average adult to do this, with half having been inspired to try something new.
More than four in 10 (44 per cent) of those in this age group have gone as far as changing their style and fashion choices after being influenced by a character on the screen, compared to just 18 per cent of all adults.
Other things people have done as a result of watching a TV show or film include cooking a new dish (44 per cent) and learning another language or explore a different culture (28 per cent).
But the thing viewers have been most inspired to do, according to the study by Sky, is research a historical or scientific topic after seeing something about it (62 per cent).
As a result of enjoying a series or film, some have also purchased related merchandise (32 per cent) and even joined fan club (20 per cent).
Dana Strong, group CEO, Sky, said: “Our data shows that the way people are watching TV is changing.
“Tech-savvy and engaged viewers are setting the pace, but these audiences are no longer just amongst the younger generations.
“This marks a pivotal moment for the UK entertainment industry, audiences no longer just crave choice, but a better and more engaged viewing experience, which is both simple and personal to them.”
The research also revealed four distinct viewing personalities, with the majority being trendsetters (34 per cent) – viewers who have their finger on the pulse when it comes to new TV shows and films.
Of those who fall into this category, 89 per cent said they enjoy ‘buzz-worthy’ content.
The three other viewer types are ‘dreamers’ (28 per cent), ‘detectives’ (24 per cent) and ‘casuals’ (14 per cent).
Dreamers are escape seekers who immerse themselves in grand narratives and the group is heavily skewed by females (64 per cent) compared to males (36 per cent).
They enjoy binging an entire series in one sitting (83 per cent), want to be entertained without having to think too hard (86 per cent), and use TV to relax and unwind from a long day (89 per cent).
However, they tend to double screen, with 66 per cent likely to be checking texts and messages on their mobile at the same time as watching the big screen.
Detectives are news-driven and inquisitive viewers, with two thirds (67 per cent) of them watching traditional live broadcast TV multiple times a week.
They are typically turned off by binge watching, with only 17 per cent admitting to doing this.
Casual viewers are routine-driven and stick to familiar genres, but a tenth of them admit to never watching with their full attention.
EIGHT THINGS TV VIEWERS HAVE INSPIRED TO DO AFTER WATCHING A SHOW OR FILM
1. Research a topic (e.g. historical or scientific) – 62 per cent
2. Make a new dish – 44 per cent
3. Visit a place – 38 per cent
4. Buy merchandise – 32 per cent
5. Felt motivated to learn a new language or explore a culture – 28 per cent
6. Picked up a hobby – 25 per cent
7. Joined a fan group or community – 20 per cent
8. Changed their personal style or fashion – 18 per cent
