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UK Attitudes Towards Video and TV Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Attitudes towards Video and TV market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report examines television viewing habits and attitudes of consumers in the UK. This refers to the consumption of video content accessed through the following sources (unless stated otherwise):

  • Linear broadcasts on digital TV channels (ie conducted at the time of scheduling, via free-to-air or paid-TV providers).
  • Subscription video-on-demand (SVoD) services require a monthly payment (eg Netflix, Now TV).
  • 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).
  • 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.

What you need to know

The trend towards on-demand viewing has continued over the last year, with Ofcom reporting that for the first time the number of people in the UK with a subscription streaming service is greater than those with a pay-TV subscription. Linear broadcasts still, though, account for the majority of TV viewing with Mintel’s research showing that 88% of people have watched live TV in the last three months, compared to 54% who have watched on-demand services. Live TV has had a particularly positive in summer 2018 as a result of the FIFA World Cup and the success of reality TV shows such as Love Island.

Expert analysis from a specialist in the field

Written by Rebecca McGrath, a leading analyst in the Technology sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Competition within the video subscription streaming market is set to increase considerably over the coming years as major new players, from Apple to YouTube, introduce new services. Many of these services look as if they will be combining TV content with other media formats, including music, which could help boost their appeal against market leader Netflix Rebecca McGrath
Senior Media Analyst

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Table of contents

  1. Overview

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

          • The consumer
            • Christmas offers a clear boost to physical purchases
              • Figure 1: Physical media purchases, December 2017-18
            • Further growth in streaming video service usage
              • Figure 2: Paid-for subscriptions, December 2017-18
            • Media downloads remain a niche part of all sectors
              • Figure 3: Media downloads, December 2017-18
            • Spotify aims to boost revenue by creating more targeted adverts
              • Figure 4: Media activities, December 2017-18
            • Mobile-only subscription tiers aim to take advantage of video viewership on smartphones
              • Figure 5: Devices used for media activities, December 2018
              • Figure 6: Devices used for media activities, December 2018
            • Over one in four post pictures on social media
              • Figure 7: Content created and uploaded online, December 2018
            • Nearly half are trying to give insight into their life with media uploads
              • Figure 8: Reasons for creating and uploading media content, December 2018
            • TV shows are the media content discussed most in person
              • Figure 9: Behaviour after consuming media, December 2018
          • Physical Media Purchases

            • Christmas offers a clear boost to physical purchases
              • Concerns about the environment and limited space will accelerate decline of physical media
                  • Figure 10: Physical media purchases, December 2017-18
              • Subscription Services

                • Further growth in streaming video service usage
                  • Figure 11: Paid-for subscriptions, December 2017-18
                  • Figure 12: Repertoire of subscription media services used, December 2017-18
                • New video subscriptions to shake up market but consumers may be resistant
                  • Figure 13: Use of subscription TV and video streaming services, by age, December 2017-18
                  • Figure 14: Use of subscription TV and video streaming services, by age, December 2018
                • Growth in use of music subscription services slower than video
                  • Upcoming Apple News subscription service could boost willingness to pay for news
                  • Media Downloads

                    • Media downloads remain a niche part of all sectors
                      • Figure 15: Media downloads, December 2017-18
                      • Figure 16: Media downloads, by age, December 2017-18
                    • Video game downloads grow significantly among younger people
                      • Figure 17: Video game downloads in last three months, by age, December 2017-18
                  • Media Activities

                    • Freeview TV goes mobile in an attempt to keep up with changing habits
                      • Figure 18: Media activities, December 2017-18
                    • Spotify aims to boost revenue by creating more targeted adverts
                      • Spotify to take podcast market to the next level
                        • Podcasts should give greater focus to appealing to women
                          • Cairncross Review calls to create fairer digital advertising market for newspapers
                          • Devices Used for Media Activities

                            • Mobile-only subscription tiers aim to take advantage of video viewership on smartphones
                              • People more likely to pay for short-form content
                                • Betting on sporting success
                                  • Figure 19: Devices used for media activities, December 2018
                                  • Figure 20: Devices used for media activities, December 2018
                                • Voice to boost music listening across smart devices
                                  • Greater personalisation is the next step
                                    • New streaming services to make high-quality video games accessible on more devices
                                    • Special Focus: Media Content Created and Uploaded Online

                                      • Over one in four post pictures on social media
                                        • Social media platforms step up action to prevent availability of inappropriate images
                                          • Figure 21: Content created and uploaded online, December 2018
                                          • Figure 22: Repertoire of types of media content created and uploaded, by age, December 2018
                                          • Figure 23: Content created and uploaded online, by gender, December 2018
                                          • Figure 24: Content created and uploaded online, by age, December 2018
                                        • Nearly one in four 16-24-year-olds create short online videos
                                          • YouTube working to appease creators
                                            • Facebook expands monetisation options
                                              • Nearly one in three young men are creating and uploading music
                                              • Special Focus: Reasons for Uploading Media Content

                                                • Nearly half are trying to give insight into their life with media uploads
                                                  • Instagram makes a fresh attempt at friend lists
                                                    • Figure 25: Reasons for creating and uploading media content, December 2018
                                                    • Figure 26: Reasons for creating and uploading media content, by gender, December 2018
                                                    • Figure 27: Reasons for creating and uploading media content, by age, December 2018
                                                  • New EU legislation to increase copyright protections…
                                                    • …which could limit fan culture
                                                      • Lack of global releases still causing copyright problems
                                                        • One in five 16-24-year-olds are creating in order to make money
                                                        • Special Focus: Behaviour after Consuming Media

                                                          • TV shows are the media content discussed most in person
                                                            • Fragmentation could reduce discussion potential of shows
                                                              • Video services look to boost the social side of streams
                                                                • Regulation and interactivity will be key to social appeal
                                                                  • Figure 28: Behaviour after consuming media, December 2018
                                                                  • Figure 29: Methods of discussing media after consuming, by gender, December 2019
                                                                  • Figure 30: Methods of discussing media after consuming, by age, December 2019
                                                                • Making music streaming social has to centre around shared listening
                                                                  • Women are reading fewer professional media reviews
                                                                    • Figure 31: Read professional reviews about media content (online or offline), by gender, December 2018
                                                                • Appendix – Data Sources, Abbreviations, and Supporting Information

                                                                    • Abbreviations
                                                                      • Consumer research methodology