Analysis of Share of International Channels in Colombia: An Analysis by Age, Stratum, Region and Gender

The analysis of television viewing habits in Colombia reveals how different age groups interact with international channels. The percentages used reflect the total audience share in each age range, that is, the percentage of the total audience of that specific group that tunes into international channels. Below, we explore how this consumption varies according to the days of the week, social stratum, geographic region and sex.

In terms of days of the week, those under 17 years of age show a significant increase in audience, starting with 12.9% on Monday and reaching 17.0% on Sunday. This pattern shows that most of this group tunes in to more television during the weekend, when there is more free time. This same trend is repeated in young people aged 18 to 24, who increase their share from 13.0% on Monday to 16.9% on Sunday.

Adults aged 25 to 34 and 35 to 44 also show an increase in their consumption as the week progresses, although more moderately. For the 25 to 34 age group, the share rises from 13.0% on Monday to 17.2% on Sunday. The 35 to 44 age group follows a similar trend, from 12.9% on Monday to 16.2% on Sunday. On the other hand, those over 45 and over 55 maintain a relatively stable consumption throughout the week, with a slight increase on weekends (16.2% and 15.4% on Sunday, respectively).

The analysis by stratum shows that the consumption of international channels varies between the different socioeconomic groups. In all age ranges, people belonging to strata 1, 2 and 3 tend to have a greater share in television consumption. For example, among those under 17 years of age, the share in these strata is 15.6%, while in strata 4, 5 and 6 it is 10.8%. Among young people aged 18 to 24, the share in strata 1, 2 and 3 is 15.7%, while in strata 4, 5 and 6 it is 10.4%. However, in the case of people over 55 years of age, the share in strata 4, 5 and 6 increases to 16.3%, which indicates that, in this age group, people in these strata tend to consume more international channels.

Regarding regional distribution, it is observed that Antioquia and the Central region are the areas with the highest share of international channels. For example, among those under 17 years of age, the share in Antioquia is 16.5%, and in the Central region it is 16.3%. These percentages remain high in the 18-24 age group, with a share of over 16% on weekends. In contrast, in the Pacific and Coffee regions, consumption of international channels is more moderate. In the 35-44 age group, the share in the Pacific region is 12.7%, compared to 16.2% in Antioquia, reflecting a lower audience concentration in that region.

The analysis by sex reveals that men consume more international channels than women in all age ranges. In the under-17 age group, men have a share of 61.2%, while women represent 38.8%. This difference persists in young people aged 18-24, where men have a 60.0% share and women a 40.0%. Although men continue to dominate in terms of share as age increases, the gender difference narrows in older groups. For example, in people over 55 years of age, the share of men is 54.1%, while that of women is 45.9%, showing a less marked gap compared to younger groups.

In summary, the consumption of international channels in Colombia varies significantly according to the day of the week, the stratum, the region and the sex. The days of greatest audience are the weekends, especially among young people, while older adults maintain a more stable consumption. In terms of stratum, a greater participation of strata 1, 2 and 3 is observed in television consumption, although in those over 55 years of age, strata 4, 5 and 6 show a considerable share. Regionally, Antioquia and the Central region lead consumption, and men, in all age groups, tend to consume more international channels than women, although the gap narrows at older ages.

Analysis of international channels

Team Centro Nacional de Consultoría