What you need to know

Whilst the average viewer is spending less time watching linear broadcasts, live TV still plays a pivotal role in the consumption of TV programmes and films. Nine in 10 people watch linear TV channels, with the vast majority doing so on a television; somewhat countering claims that TV is becoming divorced from the television set itself.

However, as mobile screens get bigger and connection speeds improve, there is huge potential for online TV providers to encourage more people to watch content while on the go. Some 42% of mobile viewers would be interested in watching bite-sized content (ie five-minute episodes) on these devices, while 29% would even consider paying for a mobile-only video subscription service.

Covered in this report

This report examines television viewing habits 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);

  • 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);

  • Subscription video on demand (SVoD) services that require a monthly payment (eg Netflix, NOW TV);

  • Other forms of online video service such as those that allow viewers to purchase individual shows (eg Blinkbox), or access TV programmes or clips on video streaming sites (eg YouTube) that are funded by advertising.

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