Table of Contents
Executive Summary
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- Nine in ten consumers watch live TV
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- Figure 1: Live TV viewership, July 2015
- Over three fifths go on demand
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- Figure 2: On demand viewership, July 2015
- News, sports and game shows best delivered live
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- Figure 3: Live and on demand TV viewing, by genre, July 2015
- Mobile viewing is often a compromise
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- Figure 4: Mobile viewing, July 2015
- Live TV still the first port of call
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- Figure 5: Viewer behaviours, July 2015
- What we think
Issues and Insights
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- Safeguarding the future of linear TV
- The facts
- The implications
- Maximising mobile
- The facts
- The implications
The Market – What You Need to Know
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- Migration to pay-TV continues
- Linear viewing time starts to drop
- TV advertising and licence fee revenues remain resilient
- Future of the BBC questioned
- 4K sets and larger screens stabilise value of the TV market
- TV anytime, anyplace, anywhere
Market Background
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- Migration to pay-TV continues
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- Figure 6: Volume of pay-TV subscriptions in the UK, 2010-15
- Figure 7: Value of pay-TV subscriptions in the UK, 2010-15
- Linear viewing time starts to drop
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- Figure 8: Traditional vs time-shifted viewing – Average minutes watched per person per day, 2007-14
- TV advertising and licence fee revenues remain resilient
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- Figure 9: TV advertising revenues (excluding on demand) and TV licence fees collected, 2009-14*
- Future of the BBC questioned
- 4K sets and larger screens stabilise value of the TV market
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- Figure 10: Value of the UK television sets market, 2010-15
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- Figure 11: Volume of the UK television sets market, 2010-15
- TV anytime, anyplace, anywhere
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- Figure 12: Household and personal ownership of consumer technology products, June 2015
Key Players – What You Need to Know
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- Bite-size formats
- Sky invests in online video aggregator
- You choose the ad
- Targeted TV advertising
Launch Activity and Innovation
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- Bite-size formats
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- Figure 13: All 4 Shorts, launched 2015
- Sky invests in online video aggregator
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- Figure 14: Pluto.TV user interface shown on a laptop screen, 2015
- You choose the ad
- Targeted TV advertising
The Consumer – What You Need to Know
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- Nine in 10 consumers watch live TV
- Over three fifths go on demand
- News, sports and game shows best delivered live
- Three quarters of on demand viewers now hook up their TV
- Split-screen format can be the springboard for mobile
- Mobile viewing is often a compromise
- More than half of viewers influenced by personal recommendations
- Live TV still the first port of call
Live TV and On Demand Viewership
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- Nine in 10 consumers watch live TV
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- Figure 15: Live TV viewership, July 2015
- Over three fifths go on demand
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- Figure 16: On demand viewership, July 2015
- Young consumers dictate their own schedule
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- Figure 17: Live and on demand viewership, by age, July 2015
- The well-equipped more likely to watch online
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- Figure 18: On demand viewership, by technology ownership, July 2015
- PSBs dominate audience share
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- Figure 19: Share of audience for the top 10 broadcaster groups, 2014
Genres
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- News, sports and game shows best delivered live
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- Figure 20: Live and on demand TV viewing, by genre, July 2015
- Giving catch-up a ‘live’ feel
- Encouraging Boomers to play catch-up
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- Figure 21: Live and on demand TV viewing, by genre, by generation, July 2015
Viewing Devices
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- Three quarters of on demand viewers now hook up their TV
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- Figure 22: Devices used for viewing live and on demand TV, July 2015
- Older consumers reluctant to switch from the big screen
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- Figure 23: Devices used for viewing live and on demand TV, by age of device owners, July 2015
- Split-screen format can be the springboard for mobile
Mobile Viewing
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- Mobile viewing is often a compromise
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- Figure 24: Mobile viewing, July 2015
- Sponsored data can win over commuters
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- Figure 25: Mobile viewing, by devices and formats used, July 2015
- Mobile audience: Men and Millennials
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- Figure 26: Mobile viewing, by gender and generation, July 2015
Content Discovery
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- More than half of viewers influenced by personal recommendations
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- Figure 27: Sources that influence the discovery of new content, July 2015
- Young consumers re-invent the discovery wheel
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- Figure 28: Sources that influence the discovery of new content, by age, July 2015
Viewer Behaviours
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- Live TV still the first port of call
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- Figure 29: Viewer behaviours, July 2015
- Co-creation: The next step in social interaction
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- Figure 30: Viewer behaviours, by age, July 2015
- Social influencers spread the word
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- Figure 31: Rabbit TV Plus service, 2015
- Figure 32: Sources that influence the discovery of new content, by viewer behaviours, July 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
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