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Media Trends Autumn - UK - September 2019

Covered in this report

This report examines people’s media habits in terms of purchasing and activity over the last three months. The primary media areas of focus are video, audio and print media.

Video – includes TV shows and films delivered through DVDs, Blu-ray discs, pay-TV subscriptions like Virgin Media or Sky, and streamed video services such as Netflix and Amazon Prime Video. It also includes short-form online videos on platforms such as YouTube and Facebook.

Video Games – includes PC, console and mobile games.

Music and audio – refers to CDs, digital downloads and streaming services such as Spotify or Apple Music.

Print media – refers to newspaper, magazine and book titles in either a digital or physical format.

Physical print media – ie newspapers, magazines and books, as opposed to websites and e-books, are referred to as ‘physical print media’ when a distinction between physical and digital is drawn.

The special focus topic of this report is TV and video.


“The make-up of the video subscription streaming market is to change significantly over the coming years with Disney, Apple, WarnerMedia, NBC and BBC/ITV all poised to introduce new options, while removing their content from the current dominant players. We are, though, likely to see significant consumer pushback to this change.”

– 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

          • The consumer
            • Purchasing habits of young offer some hope for physical music and video markets
              • Figure 1: Physical media purchases, December 2017-June 2019
            • The Netflix model under threat as yet more video subscription services are set to launch
              • Figure 2: Use of paid-for media subscriptions, December 2017-June 2019
            • Apple breaks up iTunes as it ramps up focus on services
              • Figure 3: Media downloads, December 2017-June 2019
            • Big players step up focus on podcasts
              • Figure 4: Media activities, December 2017-June 2019
            • Apple and Amazon further co-operate enabling people to listen across more devices
              • Figure 5: Devices used for media activities, June 2019
            • Channel 4 to create shorter YouTube content in an attempt to connect with younger viewers
              • Figure 6: Devices used for viewing, June 2019
            • TV shows are the most discussed video content
              • Figure 7: Discussion of video content, June 2019
              • Figure 8: Frequency of discussing TV or film with others, June 2019
            • Six in 10 binge-watch TV shows
              • Figure 9: TV viewing habits, June 2019
            • Four in 10 16-24s watch reality TV week by week
              • Figure 10: TV genres watched week by week, June 2019
            • Having a strong comedy library is important for streaming services
              • Figure 11: TV genres binge-watched, June 2019
          • Physical Media Purchases

            • Purchasing habits of young offer some hope for physical music and video markets
              • Building a loyalty to music and video stores
                • In-person guidance can help consumers overwhelmed by TV choice
                    • Figure 12: Physical media purchases, December 2017-June 2019
                    • Figure 13: Physical media purchases, by age, June 2019
                  • Amazon stores could impact physical media markets
                    • Microsoft introducing disc-free console points to further digital shift
                    • Subscription Services

                      • The Netflix model under threat as yet more video subscription services are set to launch
                        • Pay-TV providers could reassert themselves as the bundling option
                          • Figure 14: Use of paid-for media subscriptions, December 2017-June 2019
                          • Figure 15: Repertoire of subscription media services used, December 2017-June 2019
                        • Growth in top earners subscribing to online magazines and newspapers
                          • Multi-title newspaper subscriptions could struggle to create an attractive model for both publishers and consumers
                            • Streaming subscriptions the next step for gaming
                            • Media Downloads

                              • Apple breaks up iTunes as it ramps up focus on services
                                • Figure 16: Media downloads, December 2017-June 2019
                              • Lack of true ownership of e-books is a purchase barrier for some
                                • Streaming changes to impact appeal of digital downloads
                                • Media Activities

                                  • Smart speakers encourage listening to a wider variety of radio stations
                                    • Figure 17: Media activities, December 2017-June 2019
                                  • Generation Z more likely to have a paid music subscription than to stream music for free
                                    • The Guardian’s turnaround shows potential path for free online newspapers
                                      • Strength of Freeview Play streaming offering could alter people’s paid choices
                                        • Figure 18: Viewership of free TV services in last 3 months, by age, June 2019
                                      • Social media platforms step up efforts to court creators
                                        • YouTube and Facebook look to fans to offer creators greater revenue
                                          • TikTok is the next big social video platform
                                            • Big players step up focus on podcasts
                                            • Devices Used for Media Activities

                                              • Apple and Amazon further co-operate enabling people to listen across more devices
                                                • Figure 19: Devices used for media activities, June 2019
                                              • Channel 4 to create shorter YouTube content in an attempt to connect with younger viewers
                                                • Figure 20: Devices used for viewing, June 2019
                                            • Special Focus: Discussion of Video Content

                                              • TV shows are the most discussed video content
                                                • TV landscape gives content discussion a longer life
                                                  • Figure 21: Discussion of video content, June 2019
                                                  • Figure 22: Discussion of video content, by age, June 2019
                                                  • Figure 23: Frequency of discussing TV or film with others, June 2019
                                                  • Figure 24: Frequency of discussing TV or film with others, by age, June 2019
                                                • Men are more likely to discuss short online video
                                                • Special Focus: TV Viewing Habits

                                                  • Viewers want watercooler TV
                                                    • Desire for TV discussion will cause further resistance to new streaming services
                                                      • Figure 25: TV viewing habits, June 2019
                                                      • Figure 26: TV viewing habits, by age, June 2019
                                                    • Six in 10 binge-watch TV shows
                                                      • Increased competition puts more pressure on shows staying in the spotlight
                                                      • Special Focus: TV Genres

                                                        • Documentary is second most watched genre week by week
                                                          • Figure 27: TV genres watched week by week, June 2019
                                                          • Figure 28: Repertoire of TV genres watched, June 2019
                                                          • Figure 29: TV genres watched week by week, by age, June 2019
                                                          • Figure 30: TV genres watched week by week, by gender, June 2019
                                                        • Four in 10 16-24s watch reality TV week by week
                                                          • Reality TV needs to protect contestants to ensure viewers don’t turn away
                                                            • Figure 31: TV genres binge-watched, June 2019
                                                            • Figure 32: TV genres binge-watched, by gender, June 2019
                                                          • Having a strong comedy library is important for streaming services
                                                            • Platforms should take long-term view when considering the potential of comedies
                                                              • Figure 33: TV genres binge-watched, by age, June 2019
                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                              • Abbreviations
                                                                • Consumer research methodology

                                                                Media Trends Autumn - UK - September 2019

                                                                £1,995.00 (Excl.Tax)