TV Viewing Habits - UK - October 2015

OVERVIEW
What you need to know
Covered in this report
EXECUTIVE SUMMARY
Nine in ten consumers watch live TV
Figure 1: Live TV viewership, July 2015
Over three fifths go on demand
Figure 2: On demand viewership, July 2015
News, sports and game shows best delivered live
Figure 3: Live and on demand TV viewing, by genre, July 2015
Mobile viewing is often a compromise
Figure 4: Mobile viewing, July 2015
Live TV still the first port of call
Figure 5: Viewer behaviours, July 2015
What we think
ISSUES AND INSIGHTS
Safeguarding the future of linear TV
The facts
The implications
Maximising mobile
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
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
Migration to pay-TV continues
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
Figure 8: Traditional vs time-shifted viewing – Average minutes watched per person per day, 2007-14
TV advertising and licence fee revenues remain resilient
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
Figure 10: Value of the UK television sets market, 2010-15
Figure 11: Volume of the UK television sets market, 2010-15
TV anytime, anyplace, anywhere
Figure 12: Household and personal ownership of consumer technology products, June 2015
KEY PLAYERS – WHAT YOU NEED TO KNOW
Bite-size formats
Sky invests in online video aggregator
You choose the ad
Targeted TV advertising
LAUNCH ACTIVITY AND INNOVATION
Bite-size formats
Figure 13: All 4 Shorts, launched 2015
Sky invests in online video aggregator
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
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
Nine in 10 consumers watch live TV
Figure 15: Live TV viewership, July 2015
Over three fifths go on demand
Figure 16: On demand viewership, July 2015
Young consumers dictate their own schedule
Figure 17: Live and on demand viewership, by age, July 2015
The well-equipped more likely to watch online
Figure 18: On demand viewership, by technology ownership, July 2015
PSBs dominate audience share
Figure 19: Share of audience for the top 10 broadcaster groups, 2014
GENRES
News, sports and game shows best delivered live
Figure 20: Live and on demand TV viewing, by genre, July 2015
Giving catch-up a ‘live’ feel
Encouraging Boomers to play catch-up
Figure 21: Live and on demand TV viewing, by genre, by generation, July 2015
VIEWING DEVICES
Three quarters of on demand viewers now hook up their TV
Figure 22: Devices used for viewing live and on demand TV, July 2015
Older consumers reluctant to switch from the big screen
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
Mobile viewing is often a compromise
Figure 24: Mobile viewing, July 2015
Sponsored data can win over commuters
Figure 25: Mobile viewing, by devices and formats used, July 2015
Mobile audience: Men and Millennials
Figure 26: Mobile viewing, by gender and generation, July 2015
CONTENT DISCOVERY
More than half of viewers influenced by personal recommendations
Figure 27: Sources that influence the discovery of new content, July 2015
Young consumers re-invent the discovery wheel
Figure 28: Sources that influence the discovery of new content, by age, July 2015
VIEWER BEHAVIOURS
Live TV still the first port of call
Figure 29: Viewer behaviours, July 2015
Co-creation: The next step in social interaction
Figure 30: Viewer behaviours, by age, July 2015
Social influencers spread the word
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
Data sources
Abbreviations