Catching up on feeds, I noticed this interesting post from Hitwise about the trend in viewers to the Freesat website. Freesat is a subscription-free U.K. satellite offer, launched by broadcasters the BBC and ITV.

For me, the most interesting analysis is that: "Freesat appeals to an older audience: 43% of visitors to its website last week were aged 55 and over, compared with just 20% for Sky."

If the platform demographic is consistent with this early web data (clearly far from certain), this is bad news for broadcasters. Freesat's unique selling point is subscription-free HD. Most new technologies appeal to a younger demographic, a group that is typically hard to reach, and often captured/intermediated by players like Sky.

Broadcasters will have hoped that Freesat would improve their connection with young audiences. Instead, it appears to be striking a chord with their existing heartland.