"TV devices will increasingly integrate AI assistants. This will change the way people interact with the TV, with enhanced voice-control, dynamic settings and personalised recommendations across platforms."
Adrian Reynolds, Associate Director
Despite the dominance of streaming services, 38% of people say they have watched DVDs or Blu-rays on the TV recently, and this reaches over half of Gen Z and Millennials. While streaming is here to stay, there remains a role for physical media. Ownership of favourite shows and films offers respite from a fragmented and increasingly expensive streaming sector.
The role of AI in TV viewing is set to grow, with manufacturers already adding assistants to the latest televisions. This will bring conversational AI to the TV, reducing the need for remote controls for many functions. From optimising visual and audio settings, to enhancing search and discovery, or even acting as a central smart hub for the home, AI will evolve how people interact with the TV.
Broadcasters and live TV continue to face the threat of on-demand content and the streaming sector. More original shows and key sporting rights are in the domain of streaming, with viewing figures falling for live channels. However, there is opportunity to partner with streaming services and showcase some of their content on primetime. This can boost advertising revenue, while serving as a useful promotional tool for the streaming service.
This report assesses UK consumers’ television viewing habits.
For the purposes of this report, Mintel has used the following definitions:
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