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Streaming Media - Ireland - September 2018

“The value of the media streaming market continues to grow in Ireland, as consumers increasingly prefer to access content via streaming services compared to traditional means. Some consumers, however, would be willing to accept advertising on paid streaming services in return for a discount on their subscription.”
– James Wilson, Research Analyst

This Report looks at the following areas:

  • Video-on-demand (VoD) platforms that exist alongside a broadcaster’s/provider’s linear TV service in order to provide access to time-shifted content via the internet (eg BBC iPlayer, Sky Go etc).
  • Subscription video-on-demand (SVoD) services that require a monthly payment (eg Netflix, Now TV).
  • Other forms of online video service such as those that allow viewers to purchase individual shows (eg TalkTalk TV Store), or access TV programmes or clips on video streaming sites (eg YouTube) that are funded by advertising.
  • Live TV, DVD/Blu-Ray and other more traditional forms of media are examined within this Report, but as competitors to streaming services. 
  • Audio streaming services/radio and game streaming services are not included within this Report. 

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Table of contents

  1. Overview

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

          • The market
            • Figure 1: Estimated total value of the media streaming market, NI and RoI, 2013-18
          • Forecast
            • Figure 2: Indexed estimated total value of the media streaming market, NI and RoI, 2013-23
          • Market factors
            • Access to broadband increases in RoI, flat in NI
              • Streaming increasingly popular way to watch video content
                • Amazon Prime Video to stream live Premier League football from 2019/20 season
                  • Ownership of smartphone devices remains at peak levels
                    • Companies and innovations
                      • The consumer
                        • NI consumers bigger streamers, RoI more likely to use pay-TV
                          • Figure 3: Methods used to watch TV in the last month, NI and RoI, June 2018
                        • NI consumers more likely to use set-top boxes to stream
                          • Figure 4: Devices that consumers have streamed content with in the last month, NI and RoI, June 2018
                        • Netflix the dominant streaming service in Ireland
                          • Figure 5: Type of streaming service used to watch content, NI and RoI, June 2018
                        • Disc-based media losing out to streaming services
                          • Figure 6: Agreement with behaviour statements relating to streaming media, NI and RoI, June 2018
                        • Streaming leads to binge watching
                          • Figure 7: Agreement with statements relating to streaming media, NI and RoI, June 2018
                      • The Market – What You Need to Know

                        • 2018 will see media streaming revenues grow
                          • Access to the internet continues to improve
                            • More video content being streamed
                              • Multi-device ownership positive for media streaming
                              • Market Size and Forecast

                                  • Media streaming revenue to grow in 2018
                                    • Figure 8: Estimated total value of the media streaming market, IoI, NI and RoI, 2013-23
                                  • Growth in media streaming revenue expected to continue
                                    • Figure 9: Indexed estimated total value of the media streaming market, NI and RoI, 2013-23
                                • Market Segmentation

                                    • Video streaming revenues expected to continue growing
                                      • Figure 10: Estimated total value of video streaming market, IoI, NI and RoI, 2013-23
                                    • Netflix the most popular video streaming platform
                                      • Figure 11: Consumers accessing video streaming platforms, NI, 2018
                                    • Physical video sales falling
                                      • Figure 12: Sales of video content, UK (including NI), 2016 and 2017
                                    • Music streaming revenues rising
                                      • Figure 13: Estimated total value of music streaming market, IoI, NI and RoI, 2013-23
                                  • Market Drivers

                                    • High internet access positive for media streaming
                                      • Figure 14: Internet take-up, NI, 2011-17
                                      • Figure 15: Household broadband penetration (fixed and mobile), RoI, 2011-17
                                    • Streaming accounts for greater proportion of video viewing
                                      • Figure 16: Video consumption, UK (including NI), 2016 and 2017
                                    • Social networks moving into streaming
                                      • Figure 17: Top five social and media networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, March 2018
                                    • High device ownership provides opportunities for media streaming
                                      • Figure 18: Ownership of or access to mobile technology devices, NI and RoI, June 2017 and June 2018
                                    • Majority of consumers using VoD when ‘out and about’
                                      • Figure 19: Video-on-demand viewers who have video-on-demand when 'out and about', RoI, 2015-17
                                    • Spotify goes public
                                      • Amazon Prime to broadcast live Premier League football
                                        • Traditional broadcasters consider joint streaming platform
                                          • Figure 20: Average time consumers aged 16-34 spent listening to music streaming services versus BBC radio, UK (including NI), January-March 2018
                                      • Companies and Brands – What You Need to Know

                                        • Smart stick market competition levels increasing with Sky, Amazon and Google
                                          • BBC, Channel 4 and ITV in talks to launch ‘BritBox’
                                            • Disappointing US Open coverage identifies the challenges Amazon faces to become a leading sports-caster
                                              • YouTube Music launches in direct competition with Spotify
                                              • Who’s Innovating?

                                                • Apple introduces new Analytics dashboard for artists
                                                  • Sky and Netflix agree new partnership
                                                    • BBC, Channel 4 and ITV reportedly in talks to launch combined streaming service
                                                      • Netflix investing in broadband technology hoping to partner with airlines
                                                      • Competitive Strategies – Key Players

                                                          • Netflix
                                                            • Key facts
                                                              • Product portfolio
                                                                • Recent developments
                                                                  • Amazon Prime
                                                                    • Key facts
                                                                      • Product portfolio
                                                                        • Recent developments
                                                                          • TalkTalk TV
                                                                            • Key facts
                                                                              • Product portfolio
                                                                                • Recent developments
                                                                                  • Rakuten
                                                                                    • Key facts
                                                                                      • Product portfolio
                                                                                        • Recent developments
                                                                                          • Google Play
                                                                                            • Key facts
                                                                                              • Product portfolio
                                                                                                • Recent developments
                                                                                                  • Now TV (Sky Plc.)
                                                                                                    • Key facts
                                                                                                      • Product portfolio
                                                                                                        • Recent developments
                                                                                                          • Apple iTunes
                                                                                                            • Key facts
                                                                                                              • Product portfolio
                                                                                                                • Recent developments
                                                                                                                  • Shudder
                                                                                                                    • Key facts
                                                                                                                      • Product portfolio
                                                                                                                        • Recent developments
                                                                                                                          • Hayu
                                                                                                                            • Key facts
                                                                                                                              • Product portfolio
                                                                                                                                • Recent developments
                                                                                                                                  • Flix Premiere Ltd (NI Only)
                                                                                                                                    • Key facts
                                                                                                                                      • Product portfolio
                                                                                                                                      • The Consumer – What You Need to Know

                                                                                                                                        • NI consumers more likely to use both free and paid streaming services
                                                                                                                                          • RoI consumers stream with PCs – NI with set-top boxes
                                                                                                                                            • Netflix dominant streaming service in Ireland
                                                                                                                                              • Physical media and live TV suffering in the rise of streaming
                                                                                                                                                • Majority see streaming services as encouraging binge watching
                                                                                                                                                • Methods Used to Watch TV and Film

                                                                                                                                                    • Paid TV most used in RoI, paid streaming most used in NI
                                                                                                                                                      • Figure 21: Methods used to watch TV in the last month, NI and RoI, June 2018
                                                                                                                                                    • Pay-TV most used among 45-54-year-olds
                                                                                                                                                      • Figure 22: Consumers who have watched pay-TV (eg Sky TV, Virgin TV) in the last month, by age, NI and RoI, June 2018
                                                                                                                                                    • Paid streaming services show higher usage among women
                                                                                                                                                      • Figure 23: Consumers who have watched paid streaming services (eg Netflix, Amazon Prime) in the last month, by gender and age, NI and RoI, June 2018
                                                                                                                                                      • Figure 24: Consumers who have watched paid streaming services (eg Netflix, Amazon Prime) in the last month, by social group, NI and RoI, June 2018
                                                                                                                                                    • RoI consumers stronger YouTube users
                                                                                                                                                      • Figure 25: Consumers who have watched YouTube or similar service in the last month, by work status, NI and RoI, June 2018
                                                                                                                                                    • Catch-up services used more by NI consumers
                                                                                                                                                      • Figure 26: Consumers who have watched free streaming/catch-up TV services (eg BBC iPlayer, RTÉ Player) in the last month, by age, NI and RoI, June 2018
                                                                                                                                                  • Devices Used to Stream Content

                                                                                                                                                      • PC/laptop key device for streaming in RoI, set-top box key to NI
                                                                                                                                                        • Figure 27: Devices that consumers have streamed content with in the last month, NI and RoI, June 2018
                                                                                                                                                      • Declining ownership of PCs could prove to be a problem
                                                                                                                                                        • Figure 28: Consumers who used a PC/laptop to stream content in the last month, by gender and age, NI and RoI, June 2018
                                                                                                                                                        • Figure 29: Access to PC/laptop in household, NI and RoI, March 2015-June 2018
                                                                                                                                                      • Set-top boxes key devices in NI for streaming
                                                                                                                                                        • Figure 30: Consumers who used a set-top box to stream content in the last month, by age, NI and RoI, June 2018
                                                                                                                                                      • Streaming via smartphones appeals more to the young
                                                                                                                                                        • Figure 31: Consumers who used a smartphone to stream content in the last month, by age, NI and RoI, June 2018
                                                                                                                                                    • Providers Used to Stream

                                                                                                                                                        • Netflix dominates streaming services in Ireland
                                                                                                                                                          • Figure 32: Type of streaming service used to watch content, NI and RoI, June 2018
                                                                                                                                                        • Netflix more popular with women compared to men
                                                                                                                                                          • Figure 33: Consumers who have used Netflix to stream content in the last month, by gender and age, NI and RoI, June 2018
                                                                                                                                                          • Figure 34: Consumers who have used Netflix to stream content in the last month, by presence and age of children in the household, NI and RoI, June 2018
                                                                                                                                                        • iPlayer has strong male viewership
                                                                                                                                                          • Figure 35: Consumers who have used BBC iPlayer to stream content in the last month, by gender, NI, June 2018
                                                                                                                                                        • RTÉ Player usage stronger with 16-24s and 45-54s
                                                                                                                                                          • Figure 36: Consumers who have used RTÉ Player to stream content in the last month, by age, RoI, June 2018
                                                                                                                                                        • Amazon Prime trends with men and 35-44-year-olds
                                                                                                                                                          • Figure 37: Consumers who have used Netflix to stream content in the last month, by gender and age, NI and RoI, June 2018
                                                                                                                                                      • Streaming Behaviours

                                                                                                                                                          • Two thirds buying fewer DVDs due to streaming
                                                                                                                                                            • Figure 38: Agreement with behaviour statements relating to streaming media, NI and RoI, June 2018
                                                                                                                                                          • Heavy internet users and young consumers more likely to be abandoning DVD
                                                                                                                                                            • Figure 39: Agreement with the statement ‘My purchasing of DVDs/ Blu-ray has declined since subscribing to a streaming service’, by age, NI and RoI, June 2018
                                                                                                                                                            • Figure 40: Agreement with the statement ‘My purchasing of DVDs/ Blu-ray has declined since subscribing to a streaming service’, by daily internet usage, NI and RoI, June 2018
                                                                                                                                                          • More than half using streaming more than live TV in the last 12 months
                                                                                                                                                            • Figure 41: Agreement with the statement ‘I use streaming services more than live TV compared to 12 months ago’, by gender, NI and RoI, June 2018
                                                                                                                                                          • Half of viewers would accept advertisements on subscription services in exchange for a discount
                                                                                                                                                            • Figure 42: Agreement with the statement ‘I would be interested in a video streaming service that offered discounted subscription fees in exchange for watching advertisements before or after films/TV series episodes’, by gender and age, NI and RoI, June 2018
                                                                                                                                                          • Viewers in Dublin and Belfast show greater affinity for international content
                                                                                                                                                            • Figure 43: Agreement with the statement ‘I have watched more international programming on streaming services in the last 12 months (eg The Rain, Okja)’, by location, NI and RoI, June 2018
                                                                                                                                                        • Attitudes towards Streaming Services

                                                                                                                                                            • Seven in 10 see streaming services as encouraging binge watching
                                                                                                                                                              • Figure 44: Agreement with statements relating to streaming media, NI and RoI, June 2018
                                                                                                                                                            • Bingeing a bigger threat to students
                                                                                                                                                              • Figure 45: Agreement with the statement ‘Streaming services encourage binge watching’, by work status, NI and RoI, June 2018
                                                                                                                                                            • Six in 10 view torrents as providing access to programmes they might otherwise be unable to see
                                                                                                                                                              • Figure 46: Agreement with the statement ‘Streaming from services such as ShowBox or torrent sites allow people to see shows they may not otherwise be able to view (ie not available in their country)’, by gender and social class, NI and RoI, June 2018
                                                                                                                                                            • Half of consumers prefer using streaming to live TV
                                                                                                                                                              • Figure 47: Agreement with the statement ‘Streaming is preferable to watching programmes on live TV’, by gender and age, NI and RoI, June 2018
                                                                                                                                                            • Half see streaming original programming as superior to pay-TV
                                                                                                                                                              • Figure 48: Agreement with the statement ‘The quality of original programming on streaming services (eg Netflix) is better compared to pay-TV (eg Sky)’, by age, NI and RoI, June 2018
                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                            • Data sources
                                                                                                                                                              • Generational cohort definitions
                                                                                                                                                                • Abbreviations

                                                                                                                                                                Streaming Media - Ireland - September 2018

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