Media Trends Autumn - UK - September 2019

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The consumer
Purchasing habits of young offer some hope for physical music and video markets
Figure 1: Physical media purchases, December 2017-June 2019
The Netflix model under threat as yet more video subscription services are set to launch
Figure 2: Use of paid-for media subscriptions, December 2017-June 2019
Apple breaks up iTunes as it ramps up focus on services
Figure 3: Media downloads, December 2017-June 2019
Big players step up focus on podcasts
Figure 4: Media activities, December 2017-June 2019
Apple and Amazon further co-operate enabling people to listen across more devices
Figure 5: Devices used for media activities, June 2019
Channel 4 to create shorter YouTube content in an attempt to connect with younger viewers
Figure 6: Devices used for viewing, June 2019
TV shows are the most discussed video content
Figure 7: Discussion of video content, June 2019
Figure 8: Frequency of discussing TV or film with others, June 2019
Six in 10 binge-watch TV shows
Figure 9: TV viewing habits, June 2019
Four in 10 16-24s watch reality TV week by week
Figure 10: TV genres watched week by week, June 2019
Having a strong comedy library is important for streaming services
Figure 11: TV genres binge-watched, June 2019
PHYSICAL MEDIA PURCHASES
Purchasing habits of young offer some hope for physical music and video markets
Building a loyalty to music and video stores
In-person guidance can help consumers overwhelmed by TV choice
Figure 12: Physical media purchases, December 2017-June 2019
Figure 13: Physical media purchases, by age, June 2019
Amazon stores could impact physical media markets
Microsoft introducing disc-free console points to further digital shift
SUBSCRIPTION SERVICES 
The Netflix model under threat as yet more video subscription services are set to launch
Pay-TV providers could reassert themselves as the bundling option
Figure 14: Use of paid-for media subscriptions, December 2017-June 2019
Figure 15: Repertoire of subscription media services used, December 2017-June 2019
Growth in top earners subscribing to online magazines and newspapers
Multi-title newspaper subscriptions could struggle to create an attractive model for both publishers and consumers
Streaming subscriptions the next step for gaming
MEDIA DOWNLOADS 
Apple breaks up iTunes as it ramps up focus on services
Figure 16: Media downloads, December 2017-June 2019
Lack of true ownership of e-books is a purchase barrier for some
Streaming changes to impact appeal of digital downloads
MEDIA ACTIVITIES 
Smart speakers encourage listening to a wider variety of radio stations
Figure 17: Media activities, December 2017-June 2019
Generation Z more likely to have a paid music subscription than to stream music for free
The Guardian’s turnaround shows potential path for free online newspapers
Strength of Freeview Play streaming offering could alter people’s paid choices
Figure 18: Viewership of free TV services in last 3 months, by age, June 2019
Social media platforms step up efforts to court creators
YouTube and Facebook look to fans to offer creators greater revenue
TikTok is the next big social video platform
Big players step up focus on podcasts
DEVICES USED FOR MEDIA ACTIVITIES 
Apple and Amazon further co-operate enabling people to listen across more devices
Figure 19: Devices used for media activities, June 2019
Channel 4 to create shorter YouTube content in an attempt to connect with younger viewers
Figure 20: Devices used for viewing, June 2019
SPECIAL FOCUS: DISCUSSION OF VIDEO CONTENT 
TV shows are the most discussed video content
TV landscape gives content discussion a longer life
Figure 21: Discussion of video content, June 2019
Figure 22: Discussion of video content, by age, June 2019
Figure 23: Frequency of discussing TV or film with others, June 2019
Figure 24: Frequency of discussing TV or film with others, by age, June 2019
Men are more likely to discuss short online video
SPECIAL FOCUS: TV VIEWING HABITS 
Viewers want watercooler TV
Desire for TV discussion will cause further resistance to new streaming services
Figure 25: TV viewing habits, June 2019
Figure 26: TV viewing habits, by age, June 2019
Six in 10 binge-watch TV shows
Increased competition puts more pressure on shows staying in the spotlight
SPECIAL FOCUS: TV GENRES 
Documentary is second most watched genre week by week
Figure 27: TV genres watched week by week, June 2019
Figure 28: Repertoire of TV genres watched, June 2019
Figure 29: TV genres watched week by week, by age, June 2019
Figure 30: TV genres watched week by week, by gender, June 2019
Four in 10 16-24s watch reality TV week by week
Reality TV needs to protect contestants to ensure viewers don’t turn away
Figure 31: TV genres binge-watched, June 2019
Figure 32: TV genres binge-watched, by gender, June 2019
Having a strong comedy library is important for streaming services
Platforms should take long-term view when considering the potential of comedies
Figure 33: TV genres binge-watched, by age, June 2019
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology