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Media Consumption Habits - UK - September 2016

“As the music streaming market becomes increasingly competitive, the volume of exclusive content and the effectiveness of content discovery systems are set to become key distinguishing features for consumers when choosing which service to select and stay with.”
– Rebecca McGrath, Media Analyst

This report discusses the following key topics:

  • Utilising social media for discovery and engagement
  • Books buck trend with physical revival

The growing popularity of music and video streaming continues to impact the media landscape, hastening the decline of physical formats and challenging the role of pay-TV subscriptions. Streaming services are focusing on incorporating more exclusive and original content, as well as useful features such as content recommendations as they look to compete in an increasingly crowded marketplace.

For music and video in particular, social media has become a very important tool for promotion and viewer engagement. Mintel’s research shows young people are particularly likely to find out about new content on social media and discuss/research it on the platforms as well. It is important for TV/film/music creators to design and release content in ways that can create a strong social media buzz.

The print book revival has picked up steam over the last year, while purchasing of e-books has dropped. This is in stark contrast to the fortunes of the newspaper market, where the transition towards digital continues to be problematic. Given many people’s apparent continuing preference for print books, e-books have to instead explore new ways of storytelling that better utilise the digital format.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Relevant Mintel Reports
        • Executive Summary

            • The market
              • Value of pay-TV subscriptions increases
                • Music and video streaming see rapid growth
                  • Print books up
                    • e-book growth slows
                      • Print newspapers see further declines
                        • Key players
                          • Amazon introduces new video platform
                            • Sky launches contract-free bundle to take on streaming services
                              • Music discovery becomes key feature
                                • Books are being designed for digital
                                  • Apple News launches in UK
                                    • The consumer
                                      • e-book purchasing is in decline
                                        • Figure 1: Media purchases, June 2016
                                      • Short videos are key format for younger people
                                        • Figure 2: Media activity frequency, June 2016
                                      • Over a third view newspapers/magazines on smartphones
                                        • Figure 3: Media activities on different devices, June 2016
                                      • Brands are becoming more important for music discovery
                                        • Figure 4: Discovery sources, June 2016
                                      • TV shows/films are most likely to encourage follow-up behaviour
                                        • Figure 5: Behaviour after activity, June 2016
                                      • What we think
                                      • Issues and Insights

                                        • Utilising social media for discovery and engagement
                                          • The facts
                                            • The implications
                                              • Books buck trend with physical revival
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • Value of pay-TV subscriptions increases
                                                      • Music and video streaming see rapid growth
                                                        • Print books up
                                                          • e-book growth slows
                                                            • Print newspapers see further declines
                                                              • Newspaper websites continue to grow
                                                              • The Markets

                                                                • Pay-TV services
                                                                  • Value of pay-TV subscriptions increases
                                                                      • Figure 6: Forecast value of operator revenue from sale of pay-TV services, 2010-20
                                                                    • Music and video streaming sees rapid growth
                                                                        • Figure 7: Forecast value of subscriptions within the UK music streaming market, 2010-20
                                                                        • Figure 8: Forecast value of subscriptions within the UK video streaming market, 2010-20
                                                                      • Books and e-books
                                                                        • People turn back to print
                                                                          • Figure 9: Value of total consumer market print book sales, 2010-20
                                                                          • Figure 10: Value of total consumer market e-book sales, 2010-20
                                                                        • Newspapers
                                                                          • Print newspaper circulation continues to decline
                                                                            • Figure 11: National newspapers’ average print circulation per issue, 2014 and 2015
                                                                          • Major newspaper websites see further significant growth
                                                                            • Figure 12: Average daily unique visits to national newspaper websites, November 2014 and November 2015
                                                                        • Key Players – What You Need to Know

                                                                          • Video
                                                                            • More subscription services introduced
                                                                              • Sky launches NOW TV as a contract-free bundle
                                                                                • Music
                                                                                  • Music streaming services incorporate video
                                                                                    • Music discovery becomes key feature
                                                                                      • Books and e-books
                                                                                        • Books are being designed for digital
                                                                                          • News
                                                                                            • Apple News launches in UK
                                                                                              • Publishers block ad blockers
                                                                                              • Launch Activity and Innovation

                                                                                                • Video
                                                                                                  • New video subscription services introduced
                                                                                                    • Sky launches contract-free bundle to take on streaming services
                                                                                                      • Sky Q created as premium TV service
                                                                                                        • Music
                                                                                                          • Music discovery becomes key service feature
                                                                                                            • Music streaming services incorporate video
                                                                                                              • Books and e-books
                                                                                                                • Books are being designed for digital
                                                                                                                  • WH Smith targets younger readers
                                                                                                                    • Newspapers and magazines
                                                                                                                      • Apple introduce news aggregators
                                                                                                                        • Publishers block ad blockers
                                                                                                                        • The Consumer – What You Need to Know

                                                                                                                          • DVDs/CDs see further declines
                                                                                                                            • Fewer people are buying e-books
                                                                                                                              • Younger people are acquiring streaming subscriptions
                                                                                                                                • Over a quarter are listening to music for more than an hour a day
                                                                                                                                  • The smartphone is nearly as popular as computers for music/podcasts
                                                                                                                                    • Short videos are key format for younger people
                                                                                                                                      • Friends/family are still most useful content discovery source
                                                                                                                                        • TV shows/films are most likely to encourage follow-up behaviour
                                                                                                                                          • Music generates social media interaction
                                                                                                                                          • Media Purchases

                                                                                                                                            • DVD/CDs see further declines
                                                                                                                                              • Figure 13: Media purchases, June 2015 and June 2016
                                                                                                                                            • e-book purchasing falls
                                                                                                                                              • Over a quarter of 16-24s have a video streaming subscription
                                                                                                                                                • Figure 14: Purchased subscription to a streaming service in the last 12 months, by age, June 2016
                                                                                                                                              • Men are more likely to have a pay-TV subscription
                                                                                                                                                • Figure 15: Purchased subscription to TV service, by gender, June 2016
                                                                                                                                            • Media Activity Frequency

                                                                                                                                              • Over a quarter are listening to music for more than an hour a day
                                                                                                                                                • Figure 16: Media activity frequency, June 2016
                                                                                                                                              • Print books see revival
                                                                                                                                                • Figure 17: Consume media daily, by age, June 2016
                                                                                                                                              • Short videos are key format for younger people
                                                                                                                                                • Figure 18: How often watch short online videos, by age, June 2016
                                                                                                                                            • Media Activities on Different Devices

                                                                                                                                              • The smartphone is nearly as popular as computers for music/podcasts
                                                                                                                                                • Figure 19: Media activities on different devices, June 2016
                                                                                                                                              • Younger people are reading e-books and news on smartphones
                                                                                                                                                • Figure 20: Content read on a smartphone, by age, June 2016
                                                                                                                                            • Media Discovery

                                                                                                                                              • Friends/family are still most useful content discovery source
                                                                                                                                                • Offline adverts are effective for TV
                                                                                                                                                  • Figure 21: Discovery sources, June 2016
                                                                                                                                                • 16-24-year-olds are influenced by many sources for TV/films
                                                                                                                                                  • Figure 22: Sources for discovering TV programmes/films. by age, June 2016
                                                                                                                                                • Brands are becoming more important for music discovery
                                                                                                                                                • Behaviour after Media Consumption

                                                                                                                                                  • TV shows/films are most likely to encourage follow-up behaviour
                                                                                                                                                    • Engaging with fan culture
                                                                                                                                                      • Figure 23: Behaviour after activity, June 2016
                                                                                                                                                    • Music also generates social media interaction
                                                                                                                                                      • Figure 24: Use of social media after consuming media, by age, June 2016
                                                                                                                                                    • Publishers can better engage on social media
                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                        • Abbreviations
                                                                                                                                                          • Consumer research methodology

                                                                                                                                                          Companies Covered

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                                                                                                                                                          Media Consumption Habits - UK - September 2016

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