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Description

Description

“While mobile devices are being used more frequently to view TV, few people are using their smartphone to watch content outside of the home. The introduction of zero-rating data offers, such as mobile network Three’s Go Binge, while controversial, could significantly boost the ability of people to watch high-quality TV at all times on any device.”

- Rebecca McGrath, Senior Media Analyst

This report will look at the following areas:

  • Opportunities to boost mobile viewing out-of-home
  • Positioning digital ownership for the fans

What's included

What's included

Table of contents

Table of contents

  1. Overview

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

          • The market
            • Gradual shift away from live viewing
              • Value of subscription services to overtake physical
                • Sport spending up by 24% in 2016
                  • 2018 World Cup to help boost 4K TV sales
                    • UK TV advertising falls slightly
                      • Key players
                        • Amazon offers live TV channels via customisable Amazon Channels
                          • Three introduces Go Binge to aid streaming on phones
                            • Sky Sports changes channel structure to offer more flexibility
                              • The consumer
                                • Nearly everyone watches live TV on a television set
                                  • Figure 1: Devices used to watch live TV, July 2017
                                • Subscription services are now the most popular on-demand option for 16-24s
                                  • Figure 2: Services used to watch on-demand TV, July 2017
                                • Live sport is watched by two in three men
                                  • Figure 3: Genres watched live on TV, July 2017
                                • Less than one in three smartphone viewers are watching outside the home
                                  • Figure 4: TV viewing habits on mobile devices, July 2017
                                • People don’t want all shows to be released at once
                                  • Figure 5: Attitudes towards TV viewing habits, July 2017
                                • What we think
                                • Issues and Insights

                                  • Opportunities to boost mobile viewing out-of-home
                                    • The facts
                                      • The implications
                                        • Positioning digital ownership for the fans
                                          • The facts
                                            • The implications
                                            • The Market – What You Need to Know

                                              • Gradual shift away from live viewing
                                                • Mintel forecasts 14% growth in pay-TV market by 2021
                                                  • Value of subscription services to overtake physical discs
                                                    • Sport spending up by 24% in 2016
                                                      • 2018 World Cup to help boost 4K TV sales
                                                        • UK TV advertising falls slightly
                                                        • Market Background

                                                          • Gradual shift away from live viewing
                                                            • Figure 6: Proportion of viewing: live, DVR and VoD, 2013-16
                                                          • Mintel forecasts 14% growth in pay-TV market by 2021
                                                            • Figure 7: Forecast value of operator revenue from sale of pay-tv services, 2011-12
                                                          • Value of subscription services to overtake physical discs
                                                            • Figure 8: Value of the UK video market, 2011-16
                                                          • UK TV advertising falls slightly
                                                            • Figure 9: UK advertising expenditure, 2012-16
                                                          • 2018 FIFA World Cup to help boost 4K TV sales
                                                            • Figure 10: Value of the UK television market, 2011-21
                                                            • Figure 11: Volume of the UK television market, 2011-21
                                                          • Sport spending up by 24% in 2016
                                                            • Figure 12: Multichannel content spend in key genres, 2012-16
                                                          • Half of people find new films/TV via a trailer
                                                            • Figure 13: Sources for discovering new TV/films, June 2017
                                                        • Key Players – What You Need to Know

                                                          • The BBC, Sky and Netflix still dominate
                                                            • Sky to offer TV without a dish in 2018
                                                              • Three introduces Go Binge to aid streaming on phones
                                                                • Amazon offers live TV channels via customisable Amazon Channels
                                                                  • Netflix introduces offline viewing for mobile devices
                                                                    • Sky Sports changes channel structure to offer more flexibility
                                                                      • Virgin offers new premium set-top box
                                                                      • Market Share

                                                                        • The BBC and Sky still dominate
                                                                          • Figure 14: Top five UK broadcaster groups, % share of audience, 2016
                                                                          • Figure 15: Usage of pay-TV services, December 2016
                                                                        • BBC iPlayer leads on-demand streaming
                                                                            • Figure 16: Use of on-demand and streaming services to watch TV programmes/films, 2017
                                                                        • Launch Activity and Innovation

                                                                          • Sky to offer TV without a dish in 2018
                                                                            • Sky Sports changes channel structure to offer more flexibility
                                                                              • Virgin offers new premium set-top box
                                                                                • Streaming services
                                                                                  • Three introduces Go Binge to aid streaming on phones
                                                                                    • Amazon offers live TV channels via customisable Amazon Channels
                                                                                      • Netflix’s introduces offline viewing for mobile devices
                                                                                        • Subscription tier added to ITV Hub
                                                                                          • Channel 4 explores new personalised advertising
                                                                                            • Facebook launches Watch tab as the network focuses on original content
                                                                                            • The Consumer – What You Need to Know

                                                                                              • Almost all watch live TV
                                                                                                • Nearly two in three watch on-demand TV
                                                                                                  • News is the most commonly watched live genre
                                                                                                    • Six in 10 watch drama on-demand
                                                                                                      • Six in 10 mobile viewers are streaming content
                                                                                                        • People don’t want all shows to be released at once
                                                                                                          • One in four will pay for better picture quality
                                                                                                          • Live TV Viewership

                                                                                                            • Live TV to always play an important role
                                                                                                              • Figure 17: Live TV viewership, July 2017
                                                                                                            • Pay-TV is the primary way people watch live
                                                                                                              • Figure 18: Services used to watch live TV, July 2017
                                                                                                            • People are still turning on the TV to watch live
                                                                                                              • Young men are the most likely to use their smartphone for live TV
                                                                                                                • Figure 19: Devices used to watch live TV. July 2017
                                                                                                            • On-demand TV Viewership

                                                                                                              • Subscription services are now the most popular on-demand option for 16-24s
                                                                                                                • Content discovery lessons from other markets
                                                                                                                  • On-demand services have changed people’s view on ownership
                                                                                                                    • Figure 20: On-demand TV Viewership, July 2017
                                                                                                                    • Figure 21: Services used to watch on-demand TV, July 2017
                                                                                                                  • Eight in 10 watch on-demand content on a TV
                                                                                                                    • One in four are watching on a smartphone
                                                                                                                      • Figure 22: Devices used to watch on-demand TV, July 2017
                                                                                                                  • TV Genres Watched

                                                                                                                    • News is the most commonly watched live genre
                                                                                                                      • Figure 23: Genres watched live on TV, July 2017
                                                                                                                    • Live sport is watched by two in three men
                                                                                                                      • New media players to put further scrutiny on 3pm football TV ban
                                                                                                                        • Figure 24: Genres watched live, by gender, July 2017
                                                                                                                      • Six in 10 watch drama on-demand
                                                                                                                        • People watch only a few on-demand genres
                                                                                                                          • Figure 25: Genres watched on-demand, July 2017
                                                                                                                      • TV Viewing Habits on Mobile Devices

                                                                                                                        • Six in 10 mobile viewers are streaming content
                                                                                                                          • Zero-rating schemes could facilitate streaming outside of the home
                                                                                                                            • Netflix lets users download content
                                                                                                                              • Figure 26: TV viewing habits on mobile devices, July 2017
                                                                                                                          • Attitudes towards TV Viewing

                                                                                                                            • People still prefer watching TV on a television
                                                                                                                              • Figure 27: Attitudes towards TV viewing habits, July 2017
                                                                                                                            • One in four will pay for better picture quality
                                                                                                                              • Boosting the digital ownership market
                                                                                                                                • Figure 28: Like to own downloads of favourite TV show/films, by age, July 2017
                                                                                                                              • People don’t want all shows to be released at once
                                                                                                                                • Parents want to be able to change the ending
                                                                                                                                  • Nearly one in four are interested in watching VR dramas
                                                                                                                                    • Figure 29: Interested in watching dramas using a virtual reality headset, by age, July 2017
                                                                                                                                  • Second screening presents challenges and opportunities for advertisers
                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                      • Abbreviations
                                                                                                                                        • Consumer research methodology

                                                                                                                                        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

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                                                                                                                                        • 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

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                                                                                                                                        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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