2022
9
UK Attitudes towards Video and TV Market Report 2022
2022-07-08T04:06:01+01:00
OX1103027
2195
152790
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Report
en_GB
"The TV and video market is highly fragmented, with consumers taking multiple sources and watching across a range of devices. As a result, TV interfaces to collate and organise content…

UK Attitudes towards Video and TV Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Attitudes Towards Video and TV Market Report examines consumers’ television viewing habits and attitudes towards video streaming services, launch activity and the impact of the cost of living crisis on the UK TV market. This report provides a comprehensive overview of the UK TV market size, along with market projections, segmentation and current industry trends for the video and TV market.

Video and UK TV Market Overview

The pandemic has seen a rise in video on demand subscriptions, yet there are signs of this slowing. With inflation and the cost of living on the rise, consumers are becoming more conscious of making sure they receive value for money when it comes to their discretionary spending. Pay-TV subscriptions and streaming services will be closely examined as people look to economise and focus on essential items, particularly since some streaming services have recently increased their subscriptions.

Video and UK TV Market Trends and Consumer Behaviours

In the UK TV market, live TV viewing is likely to continue declining in share, except among older demographics who will still consume TV this way.

However, over half of UK consumers like having a scheduled programme to look forward to every week, indicating that appointment TV still has a place in consumer routines, despite the ease of on-demand binge-watching. In some circumstances, a restricted release approach can still create excitement and momentum around content programming and help build anticipation with staggered release schedules.

  • UK TV market growth: 59% of UK adults watched video or TV content on a paid-for streaming service in the last 3 months.
  • UK TV market consumer behaviour: 63% of consumers who have watched pay-TV subscribe to Sky TV.
  • UK TV market opportunity: 66% of UK adults like having a scheduled program to look forward to e.g. new episodes every week.
  • UK TV market consumer behaviour: 81% of consumers who have watched a paid-for streaming service subscribe to Netflix.

 

Future Opportunities in the Video and UK TV Market

In the longer-term, ad-supported versions of popular streaming services such as Disney+ and Netflix look set to appear within the next couple of years, which offers an opportunity for brands to get involved with partnerships with providers, who have otherwise been out of scope for commercial tie-ups to this point.

The continuing rise of live streaming, on-demand viewing from both paid-for streaming and linear channels will mean consumers have even more content to choose from for video and TV than ever before. Interfaces and content aggregation will mean personalised TV channels encompassing consumer viewing sources will drive the TV and video experience.

To discover more about the UK Attitudes Towards Video and TV Market Report 2022, read our UK Cinema Market Report 2022, or take a look at our other Video and TV Market Research.

 

Quickly Understand

  • The impact of the cost of living crisis on the UK TV market.
  • Launch activity and innovations from companies operating in the video and UK TV market.
  • Examines which streaming video on-demand services consumers currently subscribe to and use of pay-TV subscriptions.
  • Explores what genres of TV consumers associate with different viewing occasions.
  • Consumer attitudes towards video and TV watching.
  • Examines the UK TV market size and share.

Covered in this Report

Brands: Netflix, Sky, Virgin, Amazon Prime, Now TV, Disney+, Discovery+, Apple TV, All4, BBC, ITVX, BT Sport, Eurosport, BritBox, TalkTalk, Paramount+.
Products:
Linear broadcasts on TV, video-on-demand, subscription video-on-demand.

 

Expert Analysis from a Specialist in the Technology Sector

This report, written by Joe Birch, a leading analyst in the technology sector, delivers in-depth commentary and analysis to highlight current trends in the UK TV market and add expert context to the numbers.

The video and UK TV market market is highly fragmented, with consumers taking multiple sources and watching across a range of devices. As a result, TV interfaces to collate and organise content will deliver an increasingly personalised viewing schedule for consumers. More broadly, the cost of living crisis will mean many reviewing the value of their subscriptions, while ad-supported services will grow as consumers seek to save money without losing out on access to content.”

Joe Birch

Joe Birch
Consumer Technology Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for video and TV
      • Figure 1: Category outlook, 2022-27
    • The market
    • Downturn in live TV viewing across all platforms in 2021
      • Figure 2: Average daily minutes of TV viewing across platform, all individuals, 2010-21
    • Younger viewers continue to switch off from live TV
      • Figure 3: Average daily minutes of TV viewing across platform 16-34 year olds, 2010-21
    • Younger viewers Video and TV viewing habits are fragmented
      • Figure 4: Total TV and Video viewing, 2021
    • Ad-supported SVoD will help brands build user bases in challenging times
    • Companies and brands
    • New paid-for and ad-supported streaming services enter the market
    • Bundled hardware and content deals and virtual product placement are other innovations shaking up content landscape
    • The consumer
    • Paid-for streaming service the dominant method to watch Video and TV
      • Figure 5: Service used to watch video or TV content in the last 3 months, 2022
    • Television sources are multi-faceted
      • Figure 6: Service used to watch video or TV content in the last 3 months NET, 2022
    • Pay-TV’s convenience and aggregation can appeal to consumers
      • Figure 7: Use of pay-TV services, 2022
    • Netflix maintains its top position, but faces pressures to maintain growth
      • Figure 8: Paid-for streaming services currently subscribe to 2021,2022
    • Cater to young enthusiasts by offering a premium tier for exclusive early access content
      • Figure 9: Attitudes towards Video and TV, 2022
    • Sports can be a winner with a dedicated streaming service
      • Figure 10: Interest in video and TV concepts, 2022
  3. Issues and Insights

    • As cost of living pressures bite, ad-supported alternatives for premium pay-TV and streaming will open up opportunities for brands
    • Offer premium access and diversified content to appeal to financially resilient households
    • Encourage people to listen when they aren’t watching
  4. Video Viewing Habits

    • The five-year outlook for Video and TV
      • Figure 11: Category outlook, 2022-27
    • Younger viewers Video and TV viewing habits are fragmented
      • Figure 12: Total TV and Video viewing, 2021
    • Downturn in overall viewing of live TV in 2021 across all platforms
      • Figure 13: Average daily minutes of TV viewing across platform, all individuals, 2010-21
    • Younger viewers switch off from live TV in 2021
    • SVoD viewing overtakes live TV for 16-34 year olds
      • Figure 14: Average daily minutes of TV viewing across platform 16-34 year olds, 2010-21
    • Catch-up broadcaster TV still favoured by younger audiences
      • Figure 15: Breakdown of broadcaster TV viewing, 2020, 2021
  5. What Consumers Watch and Devices Used

    • Sporting drama tops list of most viewed programmes in 2021
      • Figure 16: Top ten most watched programmes of 2021
    • Soaps and daytime shows drive repeat viewing
      • Figure 17: Top 20 most-viewed TV programmes in the UK 2021
    • TV still the main device for watching TV and films
    • Smartphones prove most popular for short-form videos
      • Figure 18: Video and TV content viewed across devices, 2022
  6. Market Drivers

    • The wider economic picture can inhibit paid-for TV and video services
      • Figure 19: Household financial sentiment index, 2016-22
    • Summary of key economic data, 2020-26
      • Figure 20: Key economic data, 2020-26
    • 4K/8K TV sets now in almost three in ten households
      • Figure 21: Type of TV in the household, 2016-2022
  7. Competitive Strategies

    • Ad-supported SVoD help brands build user bases in challenging times
    • Brands make a move to be the aggregator and organiser of video and TV content
    • Channel 4 eyes digital tie up with YouTube as it bids to fight off privatisation
      • Figure 22: Social media platforms used in the last 3 months by generation, 2022
    • Apple’s best Oscar Picture win heightens competition against more established streaming rivals
    • BBC relaunches BBC Three as a linear channel in a bid to diversify audience
    • Despite BBC Three’s relaunch BBC bosses aim to close other linear channels in new cost cutting digital-first drive
    • BT Sport and Eurosport to merge to create dedicated streaming channel
    • ITV launches ITVX and adopts a digital first strategy
  8. Launch Activity and Innovation

    • Sky Glass launches offering bundled content and hardware proposition
    • ITV launches ITVX an ad and subscription-funded streamer that will air shows before linear debuts
    • TalkTalk launches 4K TV in partnership with Netgem
    • Amazon trials virtual product placement
    • Paramount+ comes to the UK in June 2022
  9. Services to Watch Video and TV

    • Paid streaming services the preferred way to watch Video and TV
      • Figure 23: Service used to watch video or TV content in the last 3 months, 2022
    • Demographic differences in ways to watch video and TV
      • Figure 24: Service used to watch video or TV content in the last 3 months by generation, 2022
    • Aggregators of content can serve consumers’ disparate viewing habits
      • Figure 25: Service used to watch video or TV content in the last 3 months NET, 2022
  10. Use of Paid Video and TV Services

    • Bundling up paid-for services can appeal to cost conscious consumers
    • Pay-TV will be under threat from rising, a war on content and other leisure opportunities
      • Figure 26: Use of Pay-TV services, 2022
  11. Use of Paid-For Video Streaming Services

    • Netflix maintains its position at the top, but faces intense pressure
      • Figure 27: Paid-for streaming services currently subscribed to, by age, 2022
    • Netflix’s growth can be spurred by diversification of content
    • When viewers aren’t watching let them listen
    • Amazon’s relentless march for content and convenience will see it steadily acquire subscribers
    • Disney+ has seen the biggest increase in subscribers
      • Figure 28: Paid-for streaming services currently subscribe to 2021, 2022
    • Steady growth in stacking streaming services evident since 2020
      • Figure 29: Paid-for streaming services currently subscribe to by repertoire of paid-for services, 2022
    • Ad-Supported SVoD can be a way to continue streaming’s growth and hinder churn
  12. Occasions of Video and TV Viewing

    • Brands should look to comedy tie-ups to have the last laugh
      • Figure 30: Correspondence Analysis, March 2022
      • Figure 31: Attitudes Towards Video and TV, March 2022
  13. Attitudes towards Video and TV

    • Cater to young enthusiasts by offering a premium tier for exclusive early access content
      • Figure 32: Attitudes towards Video and TV, 2022
    • Create momentum and anticipation with a less-is-more approach to scheduling
    • Scheduling weekly can help provide routines, create more opportunities for building awareness and generate anticipation.
      • Figure 33: Attitudes towards Video and TV, 2022
    • Appetite for foreign language programming shows no sign of slowing down
      • Figure 34: Attitudes towards Video and TV, 2022
  14. Interest in Video and TV Concepts

    • Sports can be another winner for a streaming service.
      • Figure 35: Interest in video and TV concepts, 2022
    • Interaction and co-watching can complement traditional viewing habits
    • Ask all of the audience
    • TV’s metaverse moment could revolve around sport and music
      • Figure 36: Interest in video and TV concepts, by generation 2022
  15. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
    • Market drivers and assumptions

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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