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Media Trends Spring - UK - March 2018

“As YouTube attempts to tackle the issue of controversial content being uploaded to the network, its relationship with some of its key creators is becoming more strained. This may further open the door for Facebook to become a true rival to YouTube in the short online video sector.”

– Rebecca McGrath, Senior Media Analyst

This report will look at the following areas:

  • Physical media purchases
  • Usage of subscription services
  • Media downloads
  • Media activities
  • Devices used for media activities
  • Special focus: short online video

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Table of contents

  1. Overview

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

          • Physical media purchases
            • Over a third purchased a print book
              • Figure 1: Physical media purchases, December 2017
            • Usage of subscription services
              • BT and Sky make content-sharing agreement
                • Figure 2: Use of paid-for subscriptions, December 2017
              • Media downloads
                • E-books are now the most popular type of media download
                  • Figure 3: Media downloads, December 2017
                • Media activities
                  • Fake news controversy presents opportunities for national newspapers
                    • Figure 4: Media activities, December 2017
                  • Devices used for media activities
                    • A smartphone has become the most popular device for listening to music and podcasts
                      • Figure 5: Devices used for media activities, December 2017
                    • Only one in 10 watch TV on a smartphone
                      • Figure 6: Devices used to watch TV and videos, December 2017
                    • Special focus: short online video
                      • Over half of 16-24-year-olds watch vlogs
                        • Figure 7: Types of short online videos watched, December 2017
                      • Nearly eight in 10 find auto-play ads off-putting
                        • Figure 8: Attitudes towards online video advertising, December 2017
                    • Physical Media Purchases

                      • Over a third purchased a print book in the last three months
                        • Print newspapers and magazines have not seen the same revival as books
                          • Figure 9: Physical media purchases, December 2017
                        • 16-34-year-olds are still buying discs
                            • Figure 10: Physical media purchases, by age, December 2017
                          • HMV can learn from Waterstones’ example
                            • Eight in 10 purchased at least one physical media item
                              • Figure 11: Repertoire of physical media purchases, December 2017
                          • Usage of Subscription Services

                            • BT and Sky make content-sharing agreement
                              • Streaming services may adopt some more traditional approaches
                                • Figure 12: Use of paid-for subscriptions, December 2017
                                • Figure 13: Subscription to a TV service or streaming video service, by age, December 2017
                              • YouTube looks to challenge Spotify by more seamlessly blending music and video
                                • Seven in 10 use a paid-for subscription service
                                  • Figure 14: Repertoire of paid-for subscription services used, December 2017
                                • More mid-tier subscription options may be introduced to appeal to less affluent consumers
                                  • Figure 15: Use of paid-for subscriptions, by household income, December 2017
                              • Media Downloads

                                • E-books are now the most popular type of media download
                                  • Figure 16: Media downloads, December 2017
                                • 16-34s are still interested in downloading content
                                  • Figure 17: Media downloads, by age, December 2017
                              • Media Activities

                                • Two in three listen to the radio
                                  • Figure 18: Media activities, December 2017
                                • Fake news controversy offers opportunities for national newspapers
                                • Devices Used for Media Activities

                                  • The smartphone has become the most popular device for listening to music and podcasts
                                    • Figure 19: Devices used for media activities, December 2017
                                    • Figure 20: Devices used to listen to music, by service used to listen to music, December 2017
                                  • Gaming habits still vary significantly between genders
                                    • Figure 21: Devices used to play video games, by gender, December 2017
                                  • Only one in 10 watch TV on a smartphone
                                    • Figure 22: Devices used to watch TV and videos, December 2017
                                    • Figure 23: Device used to watch TV, by services used, December 2017
                                  • People likely to upgrade TV sets in World Cup year
                                    • For younger people a smartphone is more popular than an e-reader for reading e-books
                                      • Figure 24: Devices used to read e-books, by age, December 2017
                                  • Special Focus: Genres of Short Online Videos

                                    • Over half of people watch music videos online
                                      • YouTube looks to boost concert attendance
                                        • Figure 25: Types of short online videos watched, December 2017
                                      • More than half of 16-24-year-olds watch vlogs
                                        • Figure 26: Types of short online videos watched, by age, December 2017
                                        • Figure 27: Types of short online videos watched, by age, December 2017
                                      • YouTube controversy leads to calls for more oversight
                                        • Care is needed by YouTube when it comes to demonetisation
                                          • Facebook looks to lure creators as it increases competition with YouTube
                                            • Netflix invests in short-form content
                                            • Special Focus: Attitudes towards Online Video Advertising

                                              • Nearly eight in 10 find auto-play ads off-putting
                                                • Figure 28: Attitudes towards online video advertising, December 2017
                                              • There is a strong preference for adverts at the beginning of videos rather than the middle
                                                • 16-24-year-olds have a greater acceptance of video adverts
                                                  • Figure 29: Agreement with the statement ‘Some adverts are entertaining enough to choose not to skip’, by age, December 2017
                                                  • Figure 30: Agreement with the statement ‘It’s annoying seeing sponsored products/services during a video’, by age, December 2017
                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                  • Abbreviations
                                                    • Consumer research methodology

                                                    Media Trends Spring - UK - March 2018

                                                    US $2,552.20 (Excl.Tax)