2021
9
UK Attitudes towards Video and TV Market Report 2021
2021-07-09T04:07:10+01:00
OX1046031
2195
140146
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Report
en_GB
“COVID-19 has meant TV in all formats has enjoyed greater benefit from consumers’ switch to in-home entertainment. However, live TV viewing dropped off early in 2021 and SVoD’s significant growth…

UK Attitudes towards Video and TV Market Report 2021

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Attitudes Towards Video And TV market research, including the behaviours, preferences and habits of the consumer.

Nearly two thirds of all consumers (62%) say that they “prefer to watch something specific (eg box sets) than ‘channel surf’”. It suggests an increasing preference to view content on their own terms in their own time. On-demand TV and SVoD’s impact means there is less time spent on casual exploring of content looking for inspiration.

One of the lasting legacies of the COVID-19 pandemic will be the strengthening emphasis on communal, social TV viewing. Younger consumers, especially, have sought digital channels to enjoy co-viewing. 48% of 16-24 year olds who have watched live or on-demand TV in the last three months say they took part in a ‘watch party’ with friends, in the three months to March 2021; over double the average.

Although overall viewing figures were up for live TV in 2020, for 16-34 year olds, it decreased marginally down from 59 to 58 minutes per day in 2020. However, this is masking a more significant downward trend which has seen live TV viewing with this age group drop off 45 percentage points from 2015 and which will likely gain pace again post pandemic.

43% who watched live or on-demand TV in the last three months say they “would be interested in the option for a TV streaming service to provide rolling content (ie similar to broadcast TV channels)”. However, this rises to 71% among those with over three streaming service subscriptions. An interface which could take a view of all consumers’ linear, streaming and paid-for video channels to deliver a personalised, rolling TV channel could deliver real value.

Read on to discover more details or take a look at all of our UK Media, Books and Stationary market research.

Quickly understand

  • The impact of COVID-19 on the video and TV market.
  • How different demographics are consuming TV and the impact of on-demand and on-device viewing on viewing habits.
  • Launch activity and innovations from companies operating in the video and TV market.
  • Which streaming video on-demand services consumers currently use and which ones they are likely to cancel in the next 12 months.
  • Consumer attitudes towards video and TV watching.

Covered in this report

TV Companies: BBC, ITV, Channel 4, Channel 5, Freeview, Freesat, ABC, FX, 20th Century Studios, 20th Television.

TV Streaming Brands: Netflix, Disney+, Sky Q, NOW (NOW TV), Roku, Amazon Prime, BT TV, Virgin TV Go, BritBox.

Programs: Love Island, The Mandalorian, The Great British Bake Off, Strictly Come Dancing, I’m A Celebrity Get Me Out Of Here!, Big Brother.

Expert analysis from a specialist in the field

Written by Joe Birch, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19 has meant TV in all formats has enjoyed greater benefit from consumers’ switch to in-home entertainment. However, live TV viewing dropped off early in 2021 and SVoD’s significant growth seen during COVID-19 will likely be slowed as out-of-home leisure activities compete for consumers’ time and spend. A legacy of the pandemic will mean social TV viewing will become more refined and continue to play a role for consumers looking for distanced co-viewing opportunities.
Joe Birch
Consumer Technology Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: Market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on video and TV
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on video and TV , June 2020
    • The market
    • Increase in overall viewing of live TV in 2020 across all platforms
      • Figure 2: Average daily minutes of TV viewing across platform, all individuals, 2010-20
    • Younger viewers switch off from live TV slows in 2020
    • 2020 was the year SVoD viewing finally caught up with live TV for 16-34 year olds
      • Figure 3: Average daily minutes of TV viewing across platform 16-34 year olds, 2010-20
    • Average daily viewing of broadcast TV falls in first three months of 2021
    • Further increase in viewing minutes on devices
    • Streaming services’ subscriber bases increase from 2020
    • Companies and brands
    • Disney+ launches its Star brand to diversify content offering
    • Netflix tests its own TV channel in France, called Netflix Direct
    • The Roku channel launches in the UK
    • Freeview broadcasters in talks about joined-up streaming app
    • The consumer
    • COVID-19 drives a nostalgia binge
    • Younger consumers seek out social watching opportunities
      • Figure 4: Consumer behaviour relating to video and TV watching during COVID-19, 2021
    • Live TV viewing prevalent in majority of households, but sees drop-off from 2020
      • Figure 5: Live TV viewership, 2018, 2019, 2020 and 2021
    • Live TV viewing sees drop-off on Freeview for fourth year running
      • Figure 6: Live TV viewing platforms, 2018, 2019, 2020 and 2021
    • Further increase in on-demand viewing since 2019
      • Figure 7: On-demand TV viewing, 2019, 2020 and 2021
    • Pay-TV services see rebound in 2021 for on-demand TV watching
      • Figure 8: Services used to watch on-demand content, 2018, 2019, 2020 and 2021
    • Disney+ sees biggest increase in subscribers in 2021
      • Figure 9: Paid-for streaming services used, 2020
    • Competition from out-of-home leisure can inhibit SVoD’s growth
      • Figure 10: Intent to cancel of paid-for streaming services, 2021
    • Drama continues to grip
      • Figure 11: Genre of TV programmes watched by time spent watching, 2020
    • TV viewing is an ever-more planned experience
    • Rolling streaming feed could still bring convenience for spontaneous viewing
    • Longer term, a single interface can deliver the ultimate personalised TV channel
    • AVoD services appeal to consumers and can help shape the viewing landscape
      • Figure 12: Attitudes towards video and TV, 2021
  3. Issues and Insights

    • Social and connected viewing features to flourish post pandemic
    • Live streaming’s influence can see it break out from traditional strongholds of gaming
    • Interactive TV can bring more experiential content and drive advertising opportunities
    • AVoD services appeal to consumers and can help shape the SVoD landscape
  4. The Market – Key Takeaways

    • Increase in overall viewing of live TV in 2020 across all platforms
    • Younger viewers switch-off from live TV slows in 2020
    • Average daily viewing of broadcast TV falls in first three months of 2021
    • News was the box office attraction in 2020
    • Live TV viewing on device sees record highs due to return of live sporting action
    • Streaming services’ subscriber bases increase from 2020
    • Serialisation of film rights and IP boosts studios’ play for streaming content
  5. Market Background

    • The impact of COVID-19 on Video and TV
      • Figure 13: Short-, medium- and long-term impact of COVID-19 on

        , [June] 2020

    • Increase in overall viewing of live TV in 2020 across all platforms
      • Figure 14: Average daily minutes of TV viewing across platform, all individuals, 2010-20
    • Younger viewers switch off from live TV slows in 2020
    • 2020 was the year SVoD viewing finally caught up with live TV for 16-34 year olds
      • Figure 15: Average daily minutes of TV viewing across platform 16-34 year olds, 2010-20
    • Younger audiences favour catch-up broadcaster TV
      • Figure 16: Breakdown of broadcaster TV viewing by generation, 2020
    • Average daily viewing of broadcast TV falls in first three months of 2021
      • Figure 17: Average share of viewing by channel /channel group
    • News provided the box office attraction in 2020
    • Light entertainment provides light relief from relentless COVID-19 coverage
    • Further increase in viewing minutes on devices
      • Figure 18: Live/On-demand viewing on devices, March 2019, March 2020, March 2021
  6. Market Drivers

    • Live TV viewing on device sees record highs due to return of live sporting action
      • Figure 19: Overall live viewing audience on device (PC/laptop, tablet or smartphone) (000s) 2019-21
    • Streaming services’ subscriber bases increase from 2020
    • Growth of bundled services will foster long-term loyalty
      • Figure 20: Number of SVoD services per household Q1 2019- Q3 2020
    • Seasonality, price rises and out-of-home leisure can all affect SVoD’s growth in 2021
    • Consolidation of content to determine streaming supremacy
    • Amazon makes blockbuster purchase of MGM Studios
      • Figure 21: Behaviours relating to in and out-of-home leisure activities, 2020
    • Serialisation of film rights and IP boosts studios’ play for streaming content
  7. Companies and Brands – Key Takeaways

    • Disney+ launches its Star brand to diversify content offering
    • Netflix tests its own TV channel in France, called Netflix Direct
    • The Roku channel launches in the UK
    • Freeview broadcasters in talks about joined-up streaming app
  8. Launch Activity and Innovation

    • Disney+ launches its Star brand to diversify content offering
    • Netflix tests its own TV channel in France, called Netflix Direct…
    • …and launches new Top 10 feature
    • Sky Media reveals new shoppable ad feature on live TV format
    • Other platforms explore video commerce opportunities
    • Influencer content looks set to drive video ecommerce opportunities
      • Figure 22: Average monthly time spent per user in video streaming apps 2019 and 2020
    • The Roku channel launches in the UK
    • Freeview broadcasters in talks about joined up streaming app
  9. The Consumer – Key Takeaways

    • COVID-19 drives a nostalgia binge
    • Live TV viewing prevalent in majority of households, but sees drop-off from 2020
    • Further increase in on-demand viewing since 2019
    • Disney+ sees biggest increase in subscribers in 2021
    • Stacking of streaming services is increasingly common
    • Drama continues to grip, whilst sports stage a comeback
    • AVoD services appeal to consumers and can help shape the viewing landscape
  10. Impact of COVID-19 on Consumer Behaviour

    • COVID-19 drives a nostalgia binge
    • More time to revisit old classics
    • Household circumstance also drives re-run viewing
    • Educational TV content can help bridge educational gaps post pandemic
      • Figure 23: Consumer behaviour relating to video and TV watching during COVID-19, 2021
    • Younger generations seek out personal TV space and interaction…
      • Figure 24: Consumer behaviour relating to TV watching on devices during COVID-19 by age, 2021
    • …and are more likely to seek out social watching opportunities
    • More can be done to cater to online socialising trend in younger consumers
  11. Live TV Viewing

    • Live TV viewing prevalent in majority of households, but sees drop-off from 2020
    • Young couples without children continue to switch off from live TV
      • Figure 25: Live TV viewership, 2018, 2019, 2020 and 2021
    • Live TV viewing sees drop off on Freeview for fourth year running
      • Figure 26: Live TV viewing platforms, 2018, 2019, 2020 and 2021
  12. On-Demand Viewing

    • Further increase in on-demand viewing since 2019
      • Figure 27: On demand TV viewing, 2019, 2020 and 2021
    • Increasing polarisation between the generations in on-demand viewing
      • Figure 28: On demand TV viewing by generation, 2021
    • Pay-TV services see rebound in 2021 for on-demand TV watching
    • Convenience of a home entertainment hub can drive engagement with pay-TV
    • Pay-TV can benefit from investment in content longer term
      • Figure 29: Services used to watch on-demand content, 2018, 2019, 2020 and 2021
  13. Paid Streaming Services

    • Disney+ sees biggest increase in subscribers in 2021
      • Figure 30: Paid-for streaming services used, 2020
    • Stacking of streaming services is increasingly common
    • Disney+ joins Amazon and Netflix in the key triumvirate
      • Figure 31: Paid-for streaming services by repertoire of streaming services subscribed to, 2021
    • Competition from out-of-home leisure can inhibit SVoD’s growth
    • Netflix looks the most vulnerable to churn of subscribers
    • Disney+ could see a drop-off of key user demographics
    • Those with multiple streaming services more likely to cancel Disney+
      • Figure 32: Intent to cancel of paid-for streaming services, 2021
  14. TV and Video Content Habits

    • Drama continues to grip
    • Disruption to theatrical releases will see TV documentaries thrive
    • The documentary will still drive awareness of global social issues
    • Life to imitate art as documentaries will take inspiration from drama
      • Figure 33: Genre of TV programmes watched by time spent watching, 2020
  15. Attitudes towards Video and TV

    • TV viewing is an ever-more planned experience
    • Rolling streaming feed could still bring convenience for spontaneous viewing
    • The more content consumers have, the more interesting a rolling feed becomes
    • Longer term, a single interface can deliver the ultimate personalised TV channel
    • AVoD services appeal to consumers and can help shape the viewing landscape
    • AVoDs tailored to specific genres can be popular
      • Figure 34: Attitudes towards video and TV, 2021
  16. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

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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