Reaching Wales in 2026: Understanding a changing media landscape

New research from Beaufort provides a revealing picture of how adults in Wales are consuming media in 2026, showing the growing influence of streaming, social media and online content, while highlighting the continuing importance of television and radio. 

Based on Beaufort's June 2026 Wales Omnibus survey of 1,000 adults, the findings show that Facebook remains the most commonly used platform on a daily basis, while streaming services have become an established part of everyday media consumption. YouTube, online news and traditional television also continue to command substantial audiences.

But the overall figures conceal striking differences between generations. Among 16 to 34-year-olds, YouTube, Instagram and TikTok feature prominently in daily media habits, while older audiences are much more likely to use Facebook and watch traditional television. Streaming, meanwhile, has a particularly strong daily presence among younger and middle-aged adults.

Comparisons with Beaufort's 2024 research also reveal how quickly habits are evolving. Weekly streaming has risen from 76% to 81%, with TikTok, Instagram and YouTube also increasing their reach. At the same time, regular BBC and commercial television viewing, radio listening and newspaper readership have declined.

For brands, public bodies and other organisations seeking to communicate effectively in Wales, the message is more nuanced than simply 'go digital'.  Different audiences increasingly require different combinations of channels. Understanding those differences is becoming essential to developing an effective media and communications strategy.

Read the full article to explore the latest media consumption patterns in Wales, how they differ by age, and what has changed since 2024.