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Media Trends Autumn - UK - September 2018

"Across media markets consumers have become very comfortable with the subscription payment model and they show a willingness to sign up to multiple types of subscriptions, with expense the primary barrier to doing so. The video subscription market in particular is set to undergo significant changes over the coming years as many new subscription options are introduced from players such as YouTube, ITV and Apple."
- Rebecca McGrath, Senior Media Analyst

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Table of contents

  1. Overview

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

          • Purchasing of physical media falls
            • Figure 1: Physical media purchases, December 2017 and June 2018
          • Over a third use a paid-for video streaming service
            • Figure 2: Use of paid-for subscriptions, December 2017 and June 2018
          • Video games are the most popular type of download
            • Figure 3: Media downloads, December 2017 and June 2018
          • Less than half of 16-24-year-olds watch Freeview TV
            • Figure 4: Media activities, December 2017 and June 2018
          • Nearly one in four listen to music on a TV
            • Figure 5: Devices used for media activities, June 2018
            • Figure 6: Devices used for media activities, June 2018
          • Four in 10 have just one digital media subscription
            • Figure 7: Number of digital media subscription services used, June 2018
          • More than six in 10 people share at least some of their subscription accounts
            • Figure 8: Number of shared subscription accounts, June 2018
          • One in four are interested in subscribing to a new service
            • Figure 9: Interest in new digital media subscription, June 2018
          • Six in 10 would most like to subscribe to a service offering TV/films
            • Figure 10: Type of subscription service interested in, June 2018
          • Expense is the main reason people do not subscribe to an additional service
            • Figure 11: Reasons for not purchasing new subscription, June 2018
          • People would prefer a service to have a wide range of one type of media
            • Figure 12: Subscription streaming preferences, June 2018
        • Physical Media Purchases

          • Purchasing of physical media falls
            • Figure 13: Physical media purchases, December 2017 and June 2018
            • Figure 14: Physical media purchases, by gender, June 2018
          • More than one in three people bought a print book
            • Generation Z appears ready to move on from video game discs
              • Figure 15: Purchased video game disc in last three months, by generation, June 2018
            • Bricks-and-mortar stores see benefit of ongoing physical purchases
            • Usage of Subscription Services

              • Almost half use a pay-TV subscription
                • Online subscription services challenge Sky and BT on sports rights
                  • Figure 16: Use of paid-for subscriptions, December 2017 and June 2018
                  • Figure 17: Repertoire of paid-for subscription services used, December 2017 and June 2018
                • Over a third use a paid-for video streaming service
                  • Figure 18: Use of paid-for subscriptions, by age, June 2018
                  • Figure 19: Use of paid-for video streaming service, by age, December 2017 and June 2018
                • One in five higher earners have a digital newspaper subscription
                • Media Downloads

                  • Limited desire to buy downloads in a streaming world
                    • Figure 20: Media downloads, December 2017 and June 2018
                    • Figure 21: Repertoire of media downloads, June 2018
                  • Video games are the most popular type of download
                    • Less than one in six bought an e-book
                    • Media Activities

                      • Even Netflix looks to capitalise on the ongoing popularity of radio
                        • Figure 22: Media activities, December 2017 and June 2018
                      • Major newspaper brands launch new joint advertising service
                        • Less than half of 16-24-year-olds watch Freeview TV
                          • Figure 23: Watched free TV/video services in last three months, by age, June 2018
                        • Facebook makes bold move into sports rights across the world
                          • Facebook introduces Watch Parties for collective viewing
                          • Devices Used for Media Activities

                            • Spotify partners with Samsung for seamless cross-device listening experience
                              • Figure 24: Devices used for media activities, June 2018
                            • A limited number of people are watching TV/films on their smartphone
                              • Figure 25: Devices used for media activities, June 2018
                              • Figure 26: Viewed content on a smartphone in last three months, by age, June 2018
                            • YouTube offers list of signature devices
                              • Amazon to launch own smart TV?
                              • Special Focus: Subscription Services and Account Sharing

                                • Four in 10 have just one digital media subscription
                                  • Figure 27: Number of digital media subscription services used, June 2018
                                  • Figure 28: Number of digital media subscriptions used, by household income, June 2018
                                  • Figure 29: Number of digital media subscriptions used, by age, June 2018
                                • More than six in 10 people share at least some of their subscription accounts
                                  • Figure 30: Number of shared subscription accounts, June 2018
                                  • Figure 31: Number of shared subscription accounts, by household income, June 2018
                                  • Figure 32: Number of shared subscription accounts, by presence of children in household, June 2018
                              • Special Focus: Interest in New Subscription Services

                                • One in four are interested in subscribing to a new service
                                  • Figure 33: Interest in new digital media subscription, June 2018
                                • Six in 10 would most like to subscribe to a service offering TV/films
                                  • Figure 34: Type of subscription service most interested in, June 2018
                                • High interest in signing up to a music subscription among younger people
                                  • Figure 35: Type of subscription service most interested in, by age, June 2018
                              • Special Focus: Attitudes towards Subscription Services

                                • Expense is the main reason people do not subscribe to an additional service
                                  • Figure 36: Reasons for not using new subscription, June 2018
                                • Inertia is preventing people signing up to video services
                                  • Promoting unknown artists should help boost appeal of content on music services
                                    • Figure 37: Reason for not subscribing to service interested in, by type of subscription service interested in, June 2018
                                  • People would prefer a service to have a wide range of one type of media
                                    • Figure 38: Subscription streaming preferences, June 2018
                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                    • Abbreviations
                                      • Consumer research methodology

                                      Media Trends Autumn - UK - September 2018

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