Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Future Opportunities
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- Let’s Talk About It
- Too much choice
- Sell it to me
Market in Brief
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- Towards a digital future
- The UK embraces technology
- Internet users like TV
- TV when you want it
- PVR habits and attitudes
- The impact on advertising
Internal Market Environment
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- Key points
- TV viewing up in 2008
- Digital switchover in progress
- Size isn’t everything for TVs
- Much new technology still in early adopter phase
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- Figure 1: Trends in presence of new technology at home, 2004-08
- Laptops point to more flexibility
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- Figure 2: Computer penetration, UK, 2004-08
- Seven in ten online
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- Figure 3: British internet penetration at home/work/place of study or elsewhere, by gender, age, socio-economic group, region and working status, Jan 2004-Jan 2009
- Broadband now the norm
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- Figure 4: Internet use and type of connection, UK, 2004-08
- Broadband getting faster
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- Figure 5: Broadband connection speed, 2008
- Email and internet top computer uses
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- Figure 6: Trends in home PC usage, 2004-08
Broader Market Environment
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- Key points
- Economy
- The recession continues to bite
- Increasing numbers finding it “difficult”
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- Figure 7: Current feelings about household income, 2007 and 2008
- The economy tops list of concerns
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- Figure 8: How concerns of the British population have shifted over the past year/2 months, February 2008-January 2009
- Spending intentions altered by downturn
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- Figure 9: Spending cutbacks over the next six months, December 2008
- Leisure spending intentions
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- Figure 10: Impact of the recession on leisure activities, April 2009
- Age trends emphasise the digital divide
- Households still getting smaller
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- Figure 11: UK household sizes, 2004-14
Competitive Context
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- Key points
- Live TV trumps the PVR
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- Figure 12: Words that consumers use when describing ways of watching television, March 2009
- Online video increasing its audience
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- Figure 13: Top ten online video viewing properties ranked, by total UK unique visitors*, Jan 2008 and Jan 2009
Strengths and Weaknesses in the Market
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- Strengths
- Recession boosts in-home leisure
- New ways to reach viewers
- PVR owners watch more TV
- Drives customer loyalty and satisfaction
- Alternative advertising opportunities
- Weaknesses
- Falling ad revenues
- Audience fragmented even further
- How to make it pay
- Considerable up-front costs
- Re-thinking the advertising takes time and money
Who's Innovating?
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- Key points
- Sky goes green
- Fox aims to keep viewers’ attention
Digital TV Market
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- Key points
- Nine in ten now multichannel households
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- Figure 14: UK multichannel TV households, by platform, 2004-08
Segment Performance
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- Key points
- Multichannel TV take up
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- Figure 15: Take-up by platform, Q4 2008
- Multichannel market share
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- Figure 16: Multichannel market share, by platform, Q4 2008
- Project Canvas
- Branded PVR market share
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- Figure 17: Branded PVR market share, Q4 2008
Companies and Brands
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- Key points
- Overview
- British Sky Broadcasting Group plc (Sky)
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- Figure 18: BSkyB financial and operating details, 2007-09*
- Virgin Media
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- Figure 19: Virgin Media financial and operating details, 2007-09*
- Freeview
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- Figure 20: Freeview financial and operating details, 2007-08
- 4oD
- Demand Five
Platform Penetration
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- Key points
- Most main TVs are now digital
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- Figure 21: Platform penetration on multiple home sets, April 2009
- Satellite shows youth bias
- Freeview top on additional sets
- Same platform services popular on second sets
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- Figure 22: TV services subscribed/owned on main set, by TV services subscribed/owned on second set, April 2009
- ‘None of these’ on four in ten third sets
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- Figure 23: TV services subscribed/owned on main set, by TV services subscribed/owned on third set, April 2009
PVR Trends
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- Key points
- Digital recorders in the home
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- Figure 24: Penetration of digital recorders, April 2009
- Income determines PVR penetration
- Satellite users show most enthusiasm
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- Figure 25: Digital recorders have in home, by TV services subscribed/owned on main set, April 2009
- Multiple PVR ownership
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- Figure 26: Digital recorders have in home, by digital recorders have in home, April 2009
- Digital recorder use
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- Figure 27: Digital recorder use, April 2009
- ABC1s more likely to skip adverts
- Families make use of PVR facilities
- Older PVR owners missing out on extras
- Sky+ owners biggest ad-skippers
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- Figure 28: Use PVR for activities all the time, by digital recorders have in home, April 2009
- Extras provide added value for occasional use
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- Figure 29: Occasionally use PVR for activities, by digital recorders have in home, April 2009
- Six in ten PVR owners never PPV
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- Figure 30: Never use PVR for activities, by digital recorders have in home, April 2009
Online TV Viewing
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- Key points
- BBC iPlayer heads TV catch-up
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- Figure 31: Services used to watch TV online, April 2009
- Younger internet users making most use of online TV
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- Figure 32: IPTV providers, by age, gender and socio-economic group, April 2009
- IPTV viewers watch a range of services
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- Figure 33: IPTV providers, by IPTV providers, April 2009
- Cable customers more likely to use catch-up TV
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- Figure 34: IPTV providers, by TV services subscribed/owned on the main set, April 2009
Attitudes Towards TV Watching and Schedules
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- Key points
- Live TV still a winner
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- Figure 35: Attitudes towards watching TV and schedules, April 2009
- Younger generations make the most of new technology
- PC viewers also downloaders
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- Figure 36: Statements on watching TV, by most popular other statements on watching TV, April 2009
- Figure 37: Statements on watching TV, by next most popular other statements on watching TV, April 2009
- One in five subscribers intends to switch or reduce package
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- Figure 38: Statements on watching TV, by TV services subscribed/owned on main set, April 2009
- More TV for Sky+ and V+ owners
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- Figure 39: Statements on watching TV, by most popular digital recorders have in home, April 2009
- Figure 40: Statements on watching TV, by next most popular digital recorders have in home, April 2009
Targeting the New Breed of TV Viewer
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- Key points
- How many IPTV providers?
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- Figure 41: Repertoire of IPTV providers, April 2009
- Keen IPTV viewers like the social side of TV
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- Figure 42: Attitudes towards IPTV, by repertoire of IPTV providers, April 2009
- Target groups
- One-off Payment
- No Direct Debit
- TV Enthusiasts
- Indifferent
- TV Enthusiasts like it all
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- Figure 43: Statements on watching TV, by target groups, April 2009
- No Direct Debit-ers choose Freeview
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- Figure 44: TV services subscribed/owned, by target groups, April 2009
- Even the less keen have a PVR
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- Figure 45: Digital recorders owned, by target groups, April 2009
- Even TV Enthusiasts under-use PVR features
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- Figure 46: Use PVR for activities all the time, by target groups, April 2009
- Occasional use more common
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- Figure 47: Occasionally use PVR for activities, by target groups, April 2009
Appendix – Internal Market Environment
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- Figure 48: Number of television sets in household, 2004-08
- Figure 49: Screen size, 2004-08
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- Figure 50: Screen type, 2006-08
- Figure 51: Television features, 2004-08
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- Figure 52: When television was obtained, 2004-08
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Appendix – Broader Market Environment
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- Figure 53: Trends in personal disposable income and consumer expenditure, 2004-14
- Figure 54: Trends in the age structure of the UK population, by gender, 2004-14
- Figure 55: Forecast adult population trends, by socio-economic group, 2004-14
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Appendix – Platform Penetration
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- Figure 56: Main TV in home, by demographic sub-group, April 2009
- Figure 57: Second TV in home, by demographic sub-group, April 2009
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- Figure 58: Third TV in home, by demographic sub-group, April 2009
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Appendix – PVR Trends
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- Figure 59: Most popular digital recorders have in home, by demographic sub-group, April 2009
- Figure 60: Next most popular digital recorders have in home, by demographic sub-group, April 2009
- PVR use
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- Figure 61: Use of digital recorder, by demographic sub-group, April 2009
- Figure 62: Use of digital recorder, by demographic sub-group, April 2009
- Figure 63: Use of digital recorder, by demographic sub-group, April 2009
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- Figure 64: Use of digital recorder, by demographic sub-group, April 2009
- Figure 65: Use of digital recorder, by demographic sub-group, April 2009
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Appendix – Online TV Viewing
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- Figure 66: IPTV providers, by demographic sub-group, April 2009
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Appendix – Attitudes Towards TV Watching and Schedules
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- Figure 67: Most popular statements on watching TV, by demographic sub-group, April 2009
- Figure 68: Next most popular statements on watching TV, by demographic sub-group, April 2009
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Appendix – Targeting the New Breed of TV Viewer
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- Figure 69: Repertoire of IPTV providers, by demographic sub-group, April 2009
- Figure 70: Target groups, by demographic sub-group, April 2009
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