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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?

Key points included

  • Live TV is in decline but will retain importance for some time yet
  • How many streaming platforms can the market sustain

Covered in this report

Live television viewing has declined substantially in the last ten years, with younger demographics watching half the broadcast time their predecessors did. This has come firstly due to the rise of DVR ownership and then through the shift to streamed on-demand viewing. The modern viewer can watch the content of their choosing, at the time of their choosing and across a wide range of connected devices. This has seen declining viewing figures and pressure on advertisers to find new forms of advertising to reach their audience. However, live television remains the dominant method of reaching a mass market, particularly though major sporting events.

Expert analysis from a specialist in the field

Written by Matt King, a leading analyst in the Media sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

While live TV remains important, the decline in live viewing time in recent years shows little sign of change. Younger demographics are prioritising short-form video on social networks and are spending their money on streaming services rather than traditional pay-TV contracts. While Netflix continues to lead the streaming market, competition is set to intensify as Disney and Apple enter the fold, making the success of original productions even more vital Matt King
Category Director – Technology and Media

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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
            • Fall in live TV viewing particularly severe among children
              • Figure 1: Average daily minutes of TV viewing, 2010-18
            • Declining advertising revenues are hitting the traditional TV industry
              • Figure 2: UK broadcast industry income, 2014-18
            • Online video revenues are growing at an impressive rate
              • Figure 3: Online audio-visual revenues, 2014-18
            • Key players
              • Long-awaited new streaming platform Disney+ to launch in 2020
                • Apple announces low-cost TV service with original productions
                  • Amazon to broadcast Premier League matches simultaneously
                    • The consumer
                      • Live watching is widespread despite the decline in viewing time
                        • Figure 4: Live TV viewership, July 2019
                      • Freeview and pay-TV remain the most popular ways to view live TV
                        • Figure 5: Live TV viewing platforms, July 2019
                      • On-demand viewing directly correlated to age
                        • Figure 6: On-demand TV viewing, by age, July 2019
                      • Nearly six in 10 people pay for a subscription streaming service
                        • Figure 7: Paid streaming service subscriptions, July 2019
                      • New streaming services could have to deal with subscription fatigue
                        • Figure 8: Interest in forthcoming streaming services, July 2019
                      • Most showing interest in new services would keep existing subscriptions
                        • Figure 9: Subscribing to a new service, July 2019
                      • TV shows dominate the viewing landscape
                        • Figure 10: Frequency watch TV and Video content, July 2019
                      • Older TV shows are more popular among younger people
                        • Figure 11: Preferred streaming content, July 2019
                      • A third of people streaming older TV shows prefer comedies
                        • Figure 12: Preferred genres of older TV shows on streaming services, July 2019
                      • What we think
                      • Issues and Insights

                        • Live TV is in decline but will retain importance for some time yet
                          • The facts
                            • The implications
                              • How many streaming platforms can the market sustain?
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Fall in live TV viewing particularly severe among children
                                      • Declining advertising revenues are hitting the traditional TV industry
                                        • Online video revenues are growing at an impressive rate
                                          • BBC One continues to lead the ratings but ITV1 is gaining popularity
                                            • Netflix reported a fall in subscribers in the US in the first half of 2019
                                              • Comcast completes deal for UK pay-TV market leader Sky
                                              • Market Background

                                                • Fall in live TV viewing particularly severe among children
                                                  • Figure 13: Average daily minutes of TV viewing, 2010-18
                                                • Declining advertising revenues are hitting the traditional TV industry …
                                                  • Figure 14: UK broadcast industry income, 2014-18
                                                • … but online video revenues are growing at an impressive rate
                                                  • Figure 15: Online audio-visual revenues, 2014-18
                                                • BBC One continues to lead the ratings but ITV1 is gaining popularity
                                                  • Figure 16: Channel share of TV viewing, 2018
                                                • Strong year for sport but entertainment remains the most popular genre
                                                  • Figure 17: Share of TV audience, by genre, 2017 and 2018
                                                • Netflix reported a fall in subscribers in the US the first half of 2019
                                                  • Figure 18: Netflix subscriber data, June 2017 – June 2019
                                                • Comcast completes deal for UK pay-TV market leader Sky
                                                  • Younger demographics are focused on short-form video and YouTube
                                                  • Key Players – What You Need to Know

                                                    • Long-awaited new streaming platform Disney+ to launch in 2020
                                                      • Apple announces low-cost TV service with original productions
                                                        • Amazon to broadcast Premier League matches simultaneously
                                                          • Streaming wars intensify as Disney bans advertising of rivals
                                                            • BBC and ITV’s BritBox service expected to launch by end-2019
                                                            • Launch Activity and Innovation

                                                              • Long-awaited new streaming platform Disney+ to launch in 2020
                                                                • Apple announces low-cost TV service with original productions
                                                                  • Amazon to broadcast Premier League matches simultaneously
                                                                    • Figure 19: Amazon’s Premier League coverage
                                                                  • Streaming wars intensify as Disney bans advertising of rivals
                                                                    • Bandersnatch success drives the appeal of interactive video
                                                                      • Figure 20: Netflix promotion of Bandersnatch on social media
                                                                    • BBC and ITV’s BritBox service expected to launch by end-2019
                                                                      • Channel 4 launches initiative to create more short-form content
                                                                        • YouTube launches dedicated children’s website YouTube Kids
                                                                        • The Consumer – What You Need to Know

                                                                          • Live watching is widespread despite the decline in viewing time
                                                                            • Freeview and pay-TV remain the most popular ways to view live TV
                                                                              • On-demand viewing directly correlated to age
                                                                                • On-demand viewing on streaming sites has grown in the last year
                                                                                  • Nearly six in 10 people pay for a subscription streaming service
                                                                                    • Four in 10 people subscribe to market leader Netflix
                                                                                      • New streaming services could have to deal with subscription fatigue
                                                                                        • TV shows dominate the viewing landscape
                                                                                          • New films and TV shows are the most popular paid streaming content
                                                                                            • Older TV shows are more popular among younger people
                                                                                            • Live TV Viewing

                                                                                              • Live watching is widespread despite the decline in viewing time
                                                                                                • Live viewing decline hits advertisers seeking large audiences
                                                                                                  • Figure 21: Live TV viewership, July 2019
                                                                                                • Freeview and pay-TV remain the most popular ways to view live TV
                                                                                                  • Figure 22: Live TV viewing platforms, July 2019
                                                                                                • 16-24s are watching more live TV through streaming platforms
                                                                                                  • Figure 23: Live TV viewing on streaming services, by age, July 2019
                                                                                                • Nearly half are watching live TV on multiple platforms
                                                                                                  • Figure 24: Repertoire of live TV viewing platforms, July 2019
                                                                                              • On-demand Viewing

                                                                                                • On-demand viewing directly correlated to age
                                                                                                  • Figure 25: On-demand TV viewing, by age, July 2019
                                                                                                • On-demand viewing on streaming sites has grown in the last year
                                                                                                  • Figure 26: Services used to watch on-demand content, June 2018 and July 2019
                                                                                              • Paid Streaming Services

                                                                                                • Nearly six in 10 people pay for a subscription streaming service …
                                                                                                  • … with four in 10 subscribing to market leader Netflix
                                                                                                    • Figure 27: Paid streaming service subscriptions, July 2019
                                                                                                  • Three quarters of 16-24 year olds have Netflix
                                                                                                    • Figure 28: Paid streaming subscriptions, by age, July 2019
                                                                                                  • A quarter of people have two or more paid streaming services
                                                                                                    • Figure 29: Repertoire of paid streaming services, July 2019
                                                                                                • Interest in new Subscription Services

                                                                                                  • New streaming services could have to deal with subscription fatigue
                                                                                                      • Figure 30: Interest in forthcoming streaming services, July 2019
                                                                                                    • Most showing interest in new services would keep existing subscriptions
                                                                                                      • Figure 31: Subscribing to a new service, July 2019
                                                                                                  • TV and Video Content Habits

                                                                                                    • TV shows dominant the viewing landscape
                                                                                                      • Figure 32: Frequency watch TV and Video content, July 2019
                                                                                                    • Younger people are prioritising short-form video
                                                                                                      • Figure 33: Short-form video viewing, by age, July 2019
                                                                                                    • New films and TV shows are the most popular paid streaming content
                                                                                                      • Older TV shows are more popular among younger people
                                                                                                        • Figure 34: Preferred streaming content, July 2019
                                                                                                      • A third of people streaming older TV shows prefer comedies
                                                                                                        • Figure 35: Preferred genres of older TV shows on streaming services, July 2019
                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                        • Abbreviations
                                                                                                          • Consumer research methodology

                                                                                                          About the report

                                                                                                          This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                          • The Consumer

                                                                                                            What They Want. Why They Want It.

                                                                                                          • The Competitors

                                                                                                            Who’s Winning. How To Stay Ahead.

                                                                                                          • The Market

                                                                                                            Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                          • The Innovations

                                                                                                            New Ideas. New Products. New Potential.

                                                                                                          • The Opportunities

                                                                                                            Where The White Space Is. How To Make It Yours.

                                                                                                          • The Trends

                                                                                                            What’s Shaping Demand – Today And Tomorrow.

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

                                                                                                          Description