2023
9
UK TV Viewing Habits Market Report 2023
2023-12-06T10:02:07+00:00
REPECF5916E_A50A_4A46_892F_32DCC22CD6E1
2195
168784
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Report
en_GB
Technology advancements, such as the use of generative AI, will appeal to viewers to help reduce decision fatigue and enhance the viewing experience. Yogita Burke, Cross-category Research Analyst…

UK TV Viewing Habits Market Report 2023

£ 2,195 (Excl.Tax)

Description

Stay ahead of the curve and future-proof your business with Mintel’s UK TV Viewing Habits Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest market research, trends and consumer behaviours affecting your business. Get a 360° view of the TV viewing habits to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • Services used to watch video and TV content, including type of pay-TV providers viewers subscribe to.
  • TV viewing habits, including viewership of TV shows and frequency of on-demand and live/scheduled viewing.
  • Consumer attitudes and behaviours towards TV viewing.
  • Competitive strategies, launches and innovations from companies operating in the TV viewing sector.

For more specific focus on video streaming services, purchase our UK Video Streaming Services Market Report 2023.

TV Viewing Habits: Current Outlook

Linear TV viewing is continuing to see a decline and over half of adults use a paid-for streaming service to view video and TV content. However, households facing inflationary pressures may seek to cut back on their subscriptions. This can create opportunities for traditional broadcasters to capture younger audiences.

  • TV Viewing Habits: The viewing hours of live broadcast TV have declined reaching a low two hours and 23 minutes in 2022 a day.

Opportunities to Boost TV Viewing Habits

Gen Z most inclined to rewatch shows

With the US writer/actors strike in 2023 impacting the production and launch of many TV/film projects, broadcasters and streaming service providers can utilise their back catalogue to continue to engage viewers, in particular Generation Z who are more inclined to re-watch TV shows that have already finished.

  • Opportunity: 41% of Gen Z TV viewers spend most of their TV viewing time rewatching TV shows that have already finished.

Engage viewers with QR codes

Viewers are showing an interest in scanning a QR code on a TV advert to get more information about a product/service, in particular young male viewers and families. In November 2023, Netflix announced its plans to launch the ability to showcase QR codes in adverts in early 2024 in the US.

  • Innovation: 28% of TV viewers would scan a QR code on a TV advert to get more information about a product/service.

Purchase our UK TV Viewing Habits Market Report to receive a five-year forecast, consumer behaviour analysis, and recommendations for market opportunities.  Readers of this report may also be interested in our UK Video Streaming Services Market Report 2023.

Brands Featured in the Full Report

Sky, BBC, ITV, Channel 4, Channel 5 Philips, Netflix, Disney+, Fox, Freely, Everyone TV.

Additional Features Included with Your Purchase

  • Interactive Databook: Each Databook is provided as an interactive website where you can deep dive into our consumer research data on your chosen topic so you can draw your own conclusions.
  • Consumer Confidence Tracker: Our Trackers paint the picture of the economic confidence and major concerns of up to 40 different demographics, tracking changes in attitudes over time.
  • Custom PowerPoints: Incorporate our consumer research data into your own work so you can win over your clients and stakeholders. Select insights from your report to create a custom presentation that is ready to download in minutes.
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  • Mintel’s Clients Portal: Our portal provides instant access to actionable analysis, podcasts, and trend pieces relevant to your industry that are published almost daily, as well as our annual Global Consumer Trends. You can also browse our extensive catalogue of market research reports.

Expert Insights from a Mintel Analyst

This report, written by Yogita Burke, a leading research analyst, delivers in-depth commentary and analysis to highlight TV viewing habits and add expert context to the numbers.

Technology advancements, such as the use of generative AI, will appeal to viewers to help reduce decision fatigue and enhance the viewing experience.

Yogita Burke
Research Analyst

Table of Contents

  1. Executive Summary

    • Key issues covered in this Report
    • Opportunities within the TV viewing sector
    • Market dynamics and outlook
    • Graph 1: average daily minutes of TV viewing, by format, 2015-22
    • Graph 2: average video and TV viewing per day, by platform, 2022
    • What consumers want and why
    • Graph 3: services used to watch video and TV content in the last three months, 2023
    • Graph 4: frequency of viewing live/scheduled TV in a typical week, by age group, 2023
    • Graph 5: frequency of viewing on-demand* TV in a typical week, by age group, 2023
    • Graph 6: spent the most episodic TV viewing time watching in the last three months, 2023
    • Innovation and Marketing
    • Graph 7: total TV advertising expenditure, 2019-23*
  2. Market Dynamics

    • Macro-economic factors
    • Graph 8: CPI inflation rate, 2021-23
    • Graph 9: expect to do as a result of rising prices, 2023
    • Technology product ownership
    • Graph 10: technology products in the household, 2023
    • TV viewing habits
    • Graph 11: average daily minutes of TV viewing, by format, 2015-22
    • Graph 12: broadcaster TV viewing, by format, 2022
    • Graph 13: average video and TV viewing per day, by platform, 2022
    • Social and legal factors
    • Graph 14: projected population growth, by age group, 2023-28
    • Market outlook
  3. What Consumers Want and Why

    • Services used to watch video or TV
    • Graph 15: services used to watch video and TV content in the last three months, 2023
    • Graph 16: services used to watch video and TV content in the last three months, by generation, 2023
    • Use of paid video and TV services
    • Graph 17: use of pay-TV service or streaming service from a pay-TV provider in the last three months, by provider, 2023
    • Graph 18: use of pay-TV service or streaming service from a pay-TV provider in the last three months, by area, 2023
    • Graph 19: use of pay-TV service or streaming service from a pay-TV provider in the last three months, by age group, 2023
    • Frequency of on-demand and live/scheduled TV usage
    • Graph 20: viewing of live/scheduled and on-demand TV in a typical week, by frequency, 2023
    • Graph 21: frequency of viewing live/scheduled TV in a typical week, by age group, 2023
    • Graph 22: frequency of viewing on-demand* TV in a typical week, by age group, 2023
    • Graph 23: frequency of TV viewing habits of adults aged 16-44, by viewing type, 2023
    • Viewing habits of TV shows
    • Graph 24: spent the most episodic TV viewing time watching in the last three months, 2023
    • Attitudes towards TV content, services and subscriptions
    • Graph 25: consumer attitudes towards TV content, 2023
    • Graph 26: consumer attitudes towards TV services/subscriptions, 2023
    • Attitudes towards technology innovation in TV viewing
    • Graph 27: consumer attitudes towards technology in TV viewing, 2023
    • Attitudes and behaviour towards TV adverts
    • Graph 28: consumer behaviour towards TV adverts, 2023
    • Graph 29: factors that draw viewers’ attention to TV adverts (ranked top three), 2023
    • Graph 30: proportion of consumers who are more likely to pay attention to a TV advert containing a familiar product, by lifestage, 2023
  4. Innovation And Marketing Trends

    • Competitive strategies
    • Launch activity and innovation
    • Advertising and marketing activity
    • Graph 31: total TV advertising expenditure, 2019-23*
    • Graph 32: proportional distribution of TV advertising, by product category (top 10), 2022-23*
    • Graph 33: top 10 TV advertisers, 2023*
  5. Appendix

    • Supplementary Data
    • Report scope and definitions
    • 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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2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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