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TV Viewing Habits - UK - October 2015

“Online video aggregators that collate a range of short-form videos to fit specific interests could re-invent the way that viewers discover new content, and create the ideal springboard for mobile viewing.”
– Paul Davies, Senior Leisure and Technology Analyst

This report discusses the following key topics:

  • Safeguarding the future of linear TV
  • Maximising mobile

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • Nine in ten consumers watch live TV
            • Figure 1: Live TV viewership, July 2015
          • Over three fifths go on demand
            • Figure 2: On demand viewership, July 2015
          • News, sports and game shows best delivered live
            • Figure 3: Live and on demand TV viewing, by genre, July 2015
          • Mobile viewing is often a compromise
            • Figure 4: Mobile viewing, July 2015
          • Live TV still the first port of call
            • Figure 5: Viewer behaviours, July 2015
          • What we think
          • Issues and Insights

            • Safeguarding the future of linear TV
              • The facts
                • The implications
                  • Maximising mobile
                    • The facts
                      • The implications
                      • The Market – What You Need to Know

                        • Migration to pay-TV continues
                          • Linear viewing time starts to drop
                            • TV advertising and licence fee revenues remain resilient
                              • Future of the BBC questioned
                                • 4K sets and larger screens stabilise value of the TV market
                                  • TV anytime, anyplace, anywhere
                                  • Market Background

                                    • Migration to pay-TV continues
                                        • Figure 6: Volume of pay-TV subscriptions in the UK, 2010-15
                                        • Figure 7: Value of pay-TV subscriptions in the UK, 2010-15
                                      • Linear viewing time starts to drop
                                          • Figure 8: Traditional vs time-shifted viewing – Average minutes watched per person per day, 2007-14
                                        • TV advertising and licence fee revenues remain resilient
                                            • Figure 9: TV advertising revenues (excluding on demand) and TV licence fees collected, 2009-14*
                                          • Future of the BBC questioned
                                            • 4K sets and larger screens stabilise value of the TV market
                                              • Figure 10: Value of the UK television sets market, 2010-15
                                              • Figure 11: Volume of the UK television sets market, 2010-15
                                            • TV anytime, anyplace, anywhere
                                                • Figure 12: Household and personal ownership of consumer technology products, June 2015
                                            • Key Players – What You Need to Know

                                              • Bite-size formats
                                                • Sky invests in online video aggregator
                                                  • You choose the ad
                                                    • Targeted TV advertising
                                                    • Launch Activity and Innovation

                                                      • Bite-size formats
                                                          • Figure 13: All 4 Shorts, launched 2015
                                                        • Sky invests in online video aggregator
                                                          • Figure 14: Pluto.TV user interface shown on a laptop screen, 2015
                                                        • You choose the ad
                                                          • Targeted TV advertising
                                                          • The Consumer – What You Need to Know

                                                            • Nine in 10 consumers watch live TV
                                                              • Over three fifths go on demand
                                                                • News, sports and game shows best delivered live
                                                                  • Three quarters of on demand viewers now hook up their TV
                                                                    • Split-screen format can be the springboard for mobile
                                                                      • Mobile viewing is often a compromise
                                                                        • More than half of viewers influenced by personal recommendations
                                                                          • Live TV still the first port of call
                                                                          • Live TV and On Demand Viewership

                                                                            • Nine in 10 consumers watch live TV
                                                                                • Figure 15: Live TV viewership, July 2015
                                                                              • Over three fifths go on demand
                                                                                • Figure 16: On demand viewership, July 2015
                                                                              • Young consumers dictate their own schedule
                                                                                • Figure 17: Live and on demand viewership, by age, July 2015
                                                                              • The well-equipped more likely to watch online
                                                                                • Figure 18: On demand viewership, by technology ownership, July 2015
                                                                              • PSBs dominate audience share
                                                                                  • Figure 19: Share of audience for the top 10 broadcaster groups, 2014
                                                                              • Genres

                                                                                • News, sports and game shows best delivered live
                                                                                  • Figure 20: Live and on demand TV viewing, by genre, July 2015
                                                                                • Giving catch-up a ‘live’ feel
                                                                                  • Encouraging Boomers to play catch-up
                                                                                    • Figure 21: Live and on demand TV viewing, by genre, by generation, July 2015
                                                                                • Viewing Devices

                                                                                  • Three quarters of on demand viewers now hook up their TV
                                                                                      • Figure 22: Devices used for viewing live and on demand TV, July 2015
                                                                                    • Older consumers reluctant to switch from the big screen
                                                                                      • Figure 23: Devices used for viewing live and on demand TV, by age of device owners, July 2015
                                                                                    • Split-screen format can be the springboard for mobile
                                                                                    • Mobile Viewing

                                                                                      • Mobile viewing is often a compromise
                                                                                          • Figure 24: Mobile viewing, July 2015
                                                                                        • Sponsored data can win over commuters
                                                                                            • Figure 25: Mobile viewing, by devices and formats used, July 2015
                                                                                          • Mobile audience: Men and Millennials
                                                                                            • Figure 26: Mobile viewing, by gender and generation, July 2015
                                                                                        • Content Discovery

                                                                                          • More than half of viewers influenced by personal recommendations
                                                                                            • Figure 27: Sources that influence the discovery of new content, July 2015
                                                                                          • Young consumers re-invent the discovery wheel
                                                                                            • Figure 28: Sources that influence the discovery of new content, by age, July 2015
                                                                                        • Viewer Behaviours

                                                                                          • Live TV still the first port of call
                                                                                              • Figure 29: Viewer behaviours, July 2015
                                                                                            • Co-creation: The next step in social interaction
                                                                                              • Figure 30: Viewer behaviours, by age, July 2015
                                                                                            • Social influencers spread the word
                                                                                              • Figure 31: Rabbit TV Plus service, 2015
                                                                                              • Figure 32: Sources that influence the discovery of new content, by viewer behaviours, July 2015
                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                            • Data sources
                                                                                              • Abbreviations

                                                                                              Companies Covered

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

                                                                                              TV Viewing Habits - UK - October 2015

                                                                                              US $2,648.76 (Excl.Tax)