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TV Viewing Habits - Ireland - September 2016

“Despite traditional TV viewing habits remaining strong, TV viewing has become more fragmented. Broadcasters will need to embrace multi-device viewers and develop viewing profiles of consumers who are accessing content in different ways. This will help broadcasters to attract viewers by delivering the right content, on the right platform and device to the right audience.”
– James Wilson, Research Analyst

This report answers the following key questions:

  • How are Irish consumers watching TV?
  • How have Irish consumers’ TV viewing habits changed?
  • Too much TV?

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this Report
      • Executive Summary

          • The market
            • Market factors
              • TV sets still popular despite online and mobile viewing
                • High device ownership fragments TV viewing
                  • Live TV still popular but time-shifted viewing increases
                    • RoI consumers see personal finances improve; little change in NI
                      • Companies, brands and innovations
                        • The consumer
                          • Watching live TV popular in Ireland
                            • Figure 1: Live TV viewership in the last three months, NI and RoI, June 2016
                          • Usage of on-demand services high
                            • Figure 2: On-demand viewership in the last three months, NI and RoI, June 2016
                          • Irish consumers watching live TV watched on TV sets
                            • Figure 3: Devices used for viewing live TV in the last three months, NI and RoI, June 2016
                          • TV sets also popular for on-demand viewing
                            • Figure 4: Devices used for viewing on-demand TV in the last three months, NI and RoI, June 2016
                          • Irish consumers making an effort to watch news, films and sports live
                            • Figure 5: Types of programmes that consumers have watched on live TV in the last three months, NI and RoI, June 2016
                          • Films, dramas and entertainment popular genres on demand
                            • Figure 6: Types of programmes that consumers have watched via on-demand TV in the last three months, NI and RoI, June 2016
                          • Irish consumers turn to on-demand after flicking through live TV channels
                            • Figure 7: Agreement with statements relating to TV viewing habits, NI and RoI, June 2016
                          • What we think
                          • Issues and Insights

                            • How are Irish consumers watching TV?
                              • The facts
                                • The implications
                                  • How have Irish consumers’ TV viewing habits changed?
                                    • The facts
                                      • The implications
                                        • Too much TV?
                                          • The facts
                                            • The implications
                                            • The Market – What You Need to Know

                                              • Live viewing hours drop marginally
                                                • TV viewing is no longer limited to TV sets
                                                  • Public broadcasters’ catch-up platforms popular among Irish consumers
                                                    • Original content driving up access costs
                                                    • Market Size and Segmentation

                                                        • Broadcast TV revenue grows in 2015
                                                          • Figure 8: Total broadcast TV industry revenue, UK (including NI), 2010-15
                                                          • Figure 9: Total broadcast TV industry revenue, by source, UK (including NI), 2010-15
                                                        • Half of NI households have satellite TV
                                                          • Figure 10: Main television set share, by platform, NI, 2016
                                                          • Figure 11: Proportion of homes with free and pay-television, NI, 2010-16
                                                        • Cable/satellite dominates TV in RoI
                                                          • Figure 12: TV homes, by reception, RoI, January 2014-January 2016
                                                          • Figure 13: Pay-TV vs free-to-air TV homes, RoI, January 2016
                                                        • TV licence revenue flat year on year in RoI
                                                          • Figure 14: TV licence fee revenue, RoI, 2012-15
                                                        • Only marginal growth in UK TV licence revenues
                                                          • Figure 15: TV licence fee revenue, UK (including NI), 2012/13-2015/16
                                                      • Market Drivers

                                                        • TV ownership remains high
                                                          • Figure 16: Number of TV sets per household, UK (including NI), Q1 2010-Q1 2016
                                                        • Ownership of internet-enabled devices in Ireland is high
                                                          • Figure 17: Ownership of or access to mobile technology devices, NI and RoI, June 2015 and June 2016
                                                        • Increase in time-shifted viewing in NI, but live TV still dominates in NI
                                                          • Figure 18: Average minutes of viewing per day in minutes, by activity, NI, 2010-15
                                                        • RoI also sees increase in time-shifted viewing
                                                          • Figure 19: TV viewing, by activity, RoI, 2012-16
                                                          • Figure 20: Personal video recorder ownership, RoI, 2012-16
                                                        • Streaming content online has very strong growth in popularity
                                                          • Figure 21: Netflix streaming subscribers, worldwide, Q1 2012-Q1 2016
                                                        • Cost of TV services increases as providers invest in content
                                                          • Growing prosperity in RoI positive for pay-TV and streaming services
                                                            • Figure 22: Financial health of Irish consumers, RoI, June 2015 and June 2016
                                                          • NI consumers less able to absorb TV and streaming service price rises
                                                            • Figure 23: Financial health of Irish consumers, NI, June 2015 and June 2016
                                                          • Usage of TV broadcasters’ on-demand services strong in 2016
                                                            • Figure 24: Annualised average requests for TV programmes per month for BBC iPlayer, UK (including NI), 2012-16
                                                            • Figure 25: Annualised average streams per month for RTÉ Player, RoI, 2014-16
                                                        • Companies and Brands – What You Need to Know

                                                          • Amazon using social media to deliver content
                                                            • Improved search function for YouTube’s TV app
                                                              • Sky unveils UK’s first contract-free triple-play bundle
                                                                • Consumers offered greater control over TV advertising
                                                                • Who’s Innovating?

                                                                  • Amazon launches original content on social media
                                                                    • YouTube updates TV app
                                                                      • TV licence rules for iPlayer come into force
                                                                        • Filtrie revolutionises TV advertising
                                                                        • The Consumer – What You Need to Know

                                                                          • Traditional TV viewing habits remain strong
                                                                            • TV sets remain most popular viewing platform
                                                                              • Consumers turning to on-demand after flicking through live TV channels
                                                                                • Consumers looking for help to curb binge watching
                                                                                • The Consumer – Live TV and On-Demand Viewership

                                                                                    • Majority of Irish consumers watch live TV
                                                                                      • Figure 26: Live TV viewership in the last three months, NI and RoI, June 2016
                                                                                    • Live TV viewing highest among Boomers
                                                                                      • Figure 27: Consumers who have watched live TV in the last three months, by age, NI and RoI, June 2016
                                                                                      • Figure 28: Device usage, by age, NI and RoI, June 2016
                                                                                    • On-demand viewing popular
                                                                                      • Figure 29: If consumers have viewed on-demand TV in the last three months, NI and RoI, June 2016
                                                                                    • Children an influence for on-demand viewing
                                                                                      • Figure 30: Consumers who have watched on-demand in the last three months, by presence of children in the household, NI and RoI, June 2016
                                                                                    • On-demand viewing popular among young consumers
                                                                                      • Figure 31: Consumers who have watched on-demand in the last three months, by age, NI and RoI, June 2016
                                                                                  • The Consumer – Devices Used to View Live and On-Demand TV

                                                                                      • TV set preferred for live viewing
                                                                                        • Figure 32: Devices used for viewing live TV in the last three months, NI and RoI, June 2016
                                                                                      • Watching live TV on a TV set appeals to all
                                                                                        • Figure 33: Consumers using a TV set to view live TV in the last three months, by gender and age, NI and RoI, June 2016
                                                                                      • Children influence live viewing on mobile devices
                                                                                        • Figure 34: Consumers using a smartphone or tablet to view live TV in the last three months, by presence of children in the household, NI, June 2016
                                                                                        • Figure 35: Consumers using a smartphone or tablet to view live TV in the last three months, by presence of children in the household, RoI, June 2016
                                                                                      • TV sets preferred for on-demand viewing
                                                                                        • Figure 36: Devices used for viewing on-demand TV in the last three months, NI and RoI, June 2016
                                                                                      • On-demand TV still watched on TV sets but mobility is important
                                                                                        • Figure 37: Devices used for viewing on-demand TV in the last three months, by gender, NI, June 2016
                                                                                        • Figure 38: Devices used for viewing on-demand TV in the last three months, by gender, RoI, June 2016
                                                                                    • The Consumer – Types of Content Viewed on TV

                                                                                        • News, film and sport top live content in Ireland
                                                                                          • Figure 39: Types of programmes that consumers have watched on live TV in the last three months, NI and RoI, June 2016
                                                                                        • Live news programmes popular among over-55s
                                                                                          • Figure 40: Consumers who have watched news/current affairs programmes live in the last three months, by age, NI and RoI, June 2016
                                                                                        • Live sport popular among men and older consumers
                                                                                          • Figure 41: Consumers who have watched sport live in the last three months, by gender and age, NI and RoI, June 2016
                                                                                        • Gender influences watching live films
                                                                                          • Figure 42: Consumers who have watched films live in the last three months, by gender, NI and RoI, June 2016
                                                                                          • Figure 43: Average price of cinema tickets, UK (including NI), 2010-15
                                                                                        • On-demand viewing dominated by films and TV shows
                                                                                          • Figure 44: Types of programmes that consumers have watched on demand in the last three months, NI and RoI, June 2016
                                                                                        • On-demand dramas have broad appeal across all ages
                                                                                          • Figure 45: Consumers who have watched dramas (eg Game of Thrones, Downton Abbey) in the last three months, by age, NI and RoI, June 2016
                                                                                        • On-demand films appeal to younger consumers
                                                                                          • Figure 46: Consumers who have watched films on demand in the last three months, by age, NI and RoI, June 2016
                                                                                      • The Consumer – Attitudes towards TV Viewing

                                                                                          • Linear programming first port of call for Irish consumers
                                                                                            • Figure 47: Agreement with statements relating to TV viewing habits, NI and RoI, June 2016
                                                                                          • Women and 16-44-year-olds browsing linear TV before switching to on-demand
                                                                                            • Figure 48: Agreement with the statement ‘I usually flick through TV channels to see what’s on before switching to on-demand’, by gender and age, NI and RoI, June 2016
                                                                                            • Figure 49: Agreement with the statement ‘I think it is worth paying for a TV licence’, by gender and age, NI and RoI, June 2016
                                                                                          • Young consumers least likely to think illegal downloading is wrong
                                                                                              • Figure 50: Agreement with the statement ‘I think it is wrong to download or stream TV shows illegally (eg Game of Thrones)’, by age, NI and RoI, June 2016
                                                                                              • Figure 51: Agreement with the statement ‘I think it is wrong to download or stream TV shows illegally (eg Game of Thrones)’, by gross annual household income, NI, June 2016
                                                                                              • Figure 52: Agreement with the statement ‘I think it is wrong to download or stream TV shows illegally (eg Game of Thrones)’, by gross annual household income, RoI, June 2016
                                                                                            • RoI consumers want to see more locally produced content
                                                                                              • Figure 53: Agreement with the statement ‘I would prefer to see more UK/Irish-made content featured with on-demand services’, by gender and age, NI and RoI, June 2016
                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                            • Data sources
                                                                                              • Generational cohort definitions
                                                                                                • Abbreviations
                                                                                                • Appendix – The Consumer

                                                                                                  • NI Toluna data
                                                                                                    • Figure 54: Consumers who have watched live TV in the last three months, by demographics, NI, June 2016
                                                                                                    • Figure 55: Types of devices that consumers have watched live TV on in the last three months, by demographics, NI, June 2016
                                                                                                    • Figure 56: Types of programmes that consumers have watched on live TV in the last three months, by demographics, NI, June 2016
                                                                                                    • Figure 57: Types of programmes that consumers have watched on live TV in the last three months, by demographics, NI, June 2016 (continued)
                                                                                                    • Figure 58: Types of programmes that consumers have watched on live TV in the last three months, by demographics, NI, June 2016 (continued)
                                                                                                    • Figure 59: Consumers who have watched on-demand TV in the last three months, by demographics, NI, June 2016
                                                                                                    • Figure 60: Types of devices that consumers have watched on-demand TV on in the last three months, by demographics, NI, June 2016
                                                                                                    • Figure 61: Types of programmes that consumers have watched via on-demand TV in the last three months, by demographics, NI, June 2016
                                                                                                    • Figure 62: Types of programmes that consumers have watched via on-demand TV in the last three months, by demographics, NI, June 2016 (continued)
                                                                                                    • Figure 63: Types of programmes that consumers have watched via on-demand TV in the last three months, by demographics, NI, June 2016 (continued)
                                                                                                    • Figure 64: Agreement with the statement ‘I would prefer to see more UK/Irish-made content featured with on-demand services’, by demographics, NI, June 2016
                                                                                                    • Figure 65: Agreement with the statement ‘I think online streaming services encourage me to binge watch TV shows (ie several episodes at once)’, by demographics, NI, June 2016
                                                                                                    • Figure 66: Agreement with the statement ‘I would be interested in having an app that can tell me how many hours of TV I watch per week’, by demographics, NI, June 2016
                                                                                                    • Figure 67: Agreement with the statement ‘I think it would be useful for devices/services to allow me to control how many hours of TV I/my family can watch per day’, by demographics, NI, June 2016
                                                                                                    • Figure 68: Agreement with the statement ‘I find myself watching more TV shows via on-demand services compared to 12 months ago’, by demographics, NI, June 2016
                                                                                                    • Figure 69: Agreement with the statement ‘I prefer to watch my favourite TV shows on demand as opposed to live’, by demographics, NI, June 2016
                                                                                                    • Figure 70: Agreement with the statement ‘I like to use social media to discuss TV shows while they are being broadcast’, by demographics, NI, June 2016
                                                                                                    • Figure 71: Agreement with the statement ‘I think it is worth paying for a TV licence’, by demographics, NI, June 2016
                                                                                                    • Figure 72: Agreement with the statement ‘I think it is wrong to download or stream TV shows illegally (eg Game of Thrones)’, by demographics, NI, June 2016
                                                                                                    • Figure 73: Agreement with the statement ‘I pay more attention to adverts when watching on-demand TV compared to live TV (eg ITV Player, RTÉ Player)’, by demographics, NI, June 2016
                                                                                                    • Figure 74: Agreement with the statement ‘I usually flick through TV channels to see what’s on before switching to on-demand’, by demographics, NI, June 2016
                                                                                                  • RoI Toluna data
                                                                                                    • Figure 75: Consumers who have watched live TV in the last three months, by demographics, RoI, June 2016
                                                                                                    • Figure 76: Types of devices that consumers have watched live TV on in the last three months, by demographics, RoI, June 2016
                                                                                                    • Figure 77: Types of programmes that consumers have watched on live TV in the last three months, by demographics, RoI, June 2016
                                                                                                    • Figure 78: Types of programmes that consumers have watched on live TV in the last three months, by demographics, RoI, June 2016 (continued)
                                                                                                    • Figure 79: Types of programmes that consumers have watched on live TV in the last three months, by demographics, RoI, June 2016 (continued)
                                                                                                    • Figure 80: Consumers who have watched on-demand TV in the last three months, by demographics, RoI, June 2016
                                                                                                    • Figure 81: Types of devices that consumers have watched on-demand TV on in the last three months, by demographics, RoI, June 2016
                                                                                                    • Figure 82: Types of programmes that consumers have watched via on-demand TV in the last three months, by demographics, RoI, June 2016
                                                                                                    • Figure 83: Types of programmes that consumers have watched via on-demand TV in the last three months, by demographics, RoI, June 2016 (continued)
                                                                                                    • Figure 84: Types of programmes that consumers have watched via on-demand TV in the last three months, by demographics, RoI, June 2016 (continued)
                                                                                                    • Figure 85: Agreement with the statement ‘I would prefer to see more UK/Irish-made content featured with on-demand services’, by demographics, RoI, June 2016
                                                                                                    • Figure 86: Agreement with the statement ‘I think online streaming services encourage me to binge watch TV shows (ie several episodes at once)’, by demographics, RoI, June 2016
                                                                                                    • Figure 87: Agreement with the statement ‘I would be interested in having an app that can tell me how many hours of TV I watch per week’, by demographics, RoI, June 2016
                                                                                                    • Figure 88: Agreement with the statement ‘I think it would be useful for devices/services to allow me to control how many hours of TV I/ my family can watch per day’, by demographics, RoI, June 2016
                                                                                                    • Figure 89: Agreement with the statement ‘I find myself watching more TV shows via on-demand services compared to 12 months ago’, by demographics, RoI, June 2016
                                                                                                    • Figure 90: Agreement with the statement ‘I prefer to watch my favourite TV shows on demand as opposed to live’, by demographics, RoI, June 2016
                                                                                                    • Figure 91: Agreement with the statement ‘I like to use social media to discuss TV shows while they are being broadcast’, by demographics, RoI, June 2016
                                                                                                    • Figure 92: Agreement with the statement ‘I think it is worth paying for a TV licence’, by demographics, RoI, June 2016
                                                                                                    • Figure 93: Agreement with the statement ‘I think it is wrong to download or stream TV shows illegally (eg Game of Thrones)’, by demographics, RoI, June 2016
                                                                                                    • Figure 94: Agreement with the statement ‘I pay more attention to adverts when watching on-demand TV compared to live TV (eg ITV Player, RTÉ Player)’, by demographics, RoI, June 2016
                                                                                                    • Figure 95: Agreement with the statement ‘I usually flick through TV channels to see what’s on before switching to on-demand’, by demographics, RoI, June 2016

                                                                                                Companies Covered

                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                TV Viewing Habits - Ireland - September 2016

                                                                                                £1,095.00 (Excl.Tax)