Table of Contents
Executive Summary
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- The market
- Fall in live TV viewing particularly severe among children
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- Figure 1: Average daily minutes of TV viewing, 2010-18
- Declining advertising revenues are hitting the traditional TV industry
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- Figure 2: UK broadcast industry income, 2014-18
- Online video revenues are growing at an impressive rate
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- 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
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- Figure 4: Live TV viewership, July 2019
- Freeview and pay-TV remain the most popular ways to view live TV
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- Figure 5: Live TV viewing platforms, July 2019
- On-demand viewing directly correlated to age
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- Figure 6: On-demand TV viewing, by age, July 2019
- Nearly six in 10 people pay for a subscription streaming service
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- Figure 7: Paid streaming service subscriptions, July 2019
- New streaming services could have to deal with subscription fatigue
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- Figure 8: Interest in forthcoming streaming services, July 2019
- Most showing interest in new services would keep existing subscriptions
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- Figure 9: Subscribing to a new service, July 2019
- TV shows dominate the viewing landscape
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- Figure 10: Frequency watch TV and Video content, July 2019
- Older TV shows are more popular among younger people
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- Figure 11: Preferred streaming content, July 2019
- A third of people streaming older TV shows prefer comedies
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- Figure 12: Preferred genres of older TV shows on streaming services, July 2019
- What we think
Issues and Insights
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- 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
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- 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
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- Fall in live TV viewing particularly severe among children
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- Figure 13: Average daily minutes of TV viewing, 2010-18
- Declining advertising revenues are hitting the traditional TV industry …
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- Figure 14: UK broadcast industry income, 2014-18
- … but online video revenues are growing at an impressive rate
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- Figure 15: Online audio-visual revenues, 2014-18
- BBC One continues to lead the ratings but ITV1 is gaining popularity
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- Figure 16: Channel share of TV viewing, 2018
- Strong year for sport but entertainment remains the most popular genre
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- 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
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- 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
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- 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
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- 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
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- Figure 19: Amazon’s Premier League coverage
- Streaming wars intensify as Disney bans advertising of rivals
- Bandersnatch success drives the appeal of interactive video
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- 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
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- 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
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- Live watching is widespread despite the decline in viewing time
- Live viewing decline hits advertisers seeking large audiences
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- Figure 21: Live TV viewership, July 2019
- Freeview and pay-TV remain the most popular ways to view live TV
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- Figure 22: Live TV viewing platforms, July 2019
- 16-24s are watching more live TV through streaming platforms
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- Figure 23: Live TV viewing on streaming services, by age, July 2019
- Nearly half are watching live TV on multiple platforms
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- Figure 24: Repertoire of live TV viewing platforms, July 2019
On-demand Viewing
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- On-demand viewing directly correlated to age
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- Figure 25: On-demand TV viewing, by age, July 2019
- On-demand viewing on streaming sites has grown in the last year
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- Figure 26: Services used to watch on-demand content, June 2018 and July 2019
Paid Streaming Services
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- Nearly six in 10 people pay for a subscription streaming service …
- … with four in 10 subscribing to market leader Netflix
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- Figure 27: Paid streaming service subscriptions, July 2019
- Three quarters of 16-24 year olds have Netflix
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- Figure 28: Paid streaming subscriptions, by age, July 2019
- A quarter of people have two or more paid streaming services
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- Figure 29: Repertoire of paid streaming services, July 2019
Interest in new Subscription Services
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- New streaming services could have to deal with subscription fatigue
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- Figure 30: Interest in forthcoming streaming services, July 2019
- Most showing interest in new services would keep existing subscriptions
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- Figure 31: Subscribing to a new service, July 2019
TV and Video Content Habits
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- TV shows dominant the viewing landscape
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- Figure 32: Frequency watch TV and Video content, July 2019
- Younger people are prioritising short-form video
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- 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
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- Figure 34: Preferred streaming content, July 2019
- A third of people streaming older TV shows prefer comedies
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- Figure 35: Preferred genres of older TV shows on streaming services, July 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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