Streaming catching up to traditional TV viewing
Streaming is catching up, but watching programmes on a TV is still the most popular way for UK audiences to watch television.
Traditional viewing (which includes catch-up within 28 days), accounts for most TV viewing with an average of 3 hours and 12 minutes per day.
However, this does mark a drop of 11 minutes since 2017, and average viewing of streaming services rose to 26 minutes per day last year.
Netflix, Amazon Prime Video, Now TV…?
The most popular subscription video on demand (SVoD) platforms in the UK are;
- Amazon Prime Video,
- Now TV and
- Disney Life
The number of UK households signed up to these platforms increased from 39% (11.2 million) in 2018 to 47% (13.3 million) in 2019. Two in five UK adults now consider online video services their main way of watching TV and film.
Viewers are also subscribing to more than one SVoD service.
Main broadcasters hold their share
However, despite this, the five main public broadcasters (BBC One, BBC Two, Channel 4, ITV/STV and Channel 5) held their share of viewing at 52%.
The decline of traditional TV viewing is most prevalent in the younger age group (16-24 years old) who have halved the amount of time they spend watching traditional TV since 2010.
Younger viewers move away from traditional TV
Since 2017, viewing by all people of subscription video on demand (SVoD) and YouTube content has grown.
The four and a half hours of total video content watched by 16-34s includes three main components: Live TV (83 mins); YouTube (64 mins) and SVoD (52 mins). For the youngest adults (aged 16-24), the most-watched platform is YouTube (73 mins).
But broadcaster-on-demand services (BVoD) are lagging behind SVoD. BVoD services (including iPlayer, ITV Hub, All4 and My5) remained at a similar overall level of viewing in 2018 compared to 2017; people in the UK are watching on average around 8 minutes of BVoD a day compared to 26 minutes of SVoD.
This has lead to BVoD platforms changing the way they serve content. For example, all episodes of series 1 (2018) and series 2 (2019) of the BBC’s Killing Eve were made available as a box set on BBC iPlayer immediately after the broadcast of the first episode. This caters to the ‘binge-watching’ trend that SVoD platforms cater for.
How has Wales’ TV viewing trends changed?
On average, people in Wales watched 3 hours 33 minutes of broadcast TV in 2018, that’s 9 minutes less than 2017.
Viewing of SVoD services increased by 10 minutes per person, per day in 2018, to 54 minutes.
48% of TV households in Wales have a television connected to the internet (Smart TV). 56% of adults in Wales use an on-demand/streaming service such as Netflix or BBC iPlayer.
Have your TV viewing habits changed over the past year? Could we help you use TV or SVoD to reach your audience? Get in touch today.
Sources: https://www.ofcom.org.uk/__data/assets/pdf_file/0019/160651/media-nations-2019-wales-report.pdf , https://www.ofcom.org.uk/__data/assets/pdf_file/0019/160714/media-nations-2019-uk-report.pdf , https://www.bbc.co.uk/news/entertainment-arts-49248030
What are we loving this week?
How have the BBC been preparing the public for the return of Killing Eve this Saturday?
Using mysterious billboards, radio and social media, the BBC have begun preparing us for the return of epic cat-and-mouse series, Killing Eve.
The series follows assassin, Villanelle (the amazing Jodie Comer), and Eve Polastri (the fantastic Sandra Oh). The campaign, called ‘Public Displays of Obsession’, features messages from the two characters to each other, only accompanied by the hashtag ‘#CRAZY4EVE.’
Fans can call Eve’s voicemail 07788 387000 to get almost uncomfortably close to the action…do you dare? And, you may have also heard Villanelle on the radio recently.
Laura Simon, executive creative director at BBC Creative commented:
“The traditional objective of mass media campaigns is to talk directly to the audience. It was great fun to put a fresh spin on this concept and let our Killing Eve characters generate the excitement themselves through Eve and Villanelle’s public displays of obsession.”Laura Simon
Are you ready for Season 2 of Killing Eve? The first episode of Killing Eve series two will be on BBC One on Saturday, June 8 at 9.15pm.
How can your brand capitalise on popular TV show premiers? Get in touch to find out.
Sources: https://www.thedrum.com/news/2019/06/05/bbc-preps-public-killing-eve-return-with-ominously-obsessive-billboard-banter , https://www.prolificlondon.co.uk/marketing-tech-news/other-media-news/2019/06/killing-eve-billboard-campaign-unsettles-and-teases-0, https://www.expressandstar.com/entertainment/attractions/2019/06/05/mysterious-messages-around-birmingham-mark-upcoming-killing-eve-series/
ITV and BBC push subscription video on demand platform to rival Netflix
The UK’s two biggest broadcasters, ITV and the BBC, are in the final stages of discussions to launch a new subscription video-on-demand streaming service, BritBox, in the second half of the year.
“BritBox will be the home for the best of British creativity – celebrating the best of the past, the best of today and investing in new British-originated content in the future,” said ITV CEO Carolyn McCall.
Other UK broadcasters are expected to join the project in due course. While no price has yet been confirmed it is expected to be “competitive”.
The move is a belated response to developments in the sector, where Netflix, Amazon and Sky’s NOW TV have led the charge to meet growing consumer demand in the UK for streaming services.
In the UK, more than 12 million households have at least one SVOD service and BARB data shows that more households are taking multiple subscriptions. The annual growth in homes with any SVOD service is 20%, the growth in homes with multiple services is 32%, with 4 million homes now having more than one subscription.
In addition to the demand for streaming services, ITV research indicates strong interest in British content. With 43% of all online homes interested in subscribing to a new SVOD service which features British content – a figure that rises to over 50% in homes with a Netflix subscription.
Josh Krichefski, CEO at MediaCom UK, described the new venture as “a positive, but ultimately necessary, step” for broadcasters seeking to attract a generation of younger viewers who are most likely to be abandoning traditional linear TV; nearly half of teens watch TV on-demand most often, he pointed out.
A recent study by marketing and media consultancy Ebiquity suggested that broadcasters in the UK face a “tipping point” over the next three to five years as more viewers switch to subscription streaming services, such as Netflix and Amazon Prime.
It remains to be seen whether viewers will be prepared to add yet another subscription layer on top of the TV licence fee. Much will depend on the quality of the original programming and here BritBox is a small player when set against the £10bn Netflix spent globally on this last year.
How could advertising on video-on-demand help your advertising goals? Get in touch, [email protected]
Sourced from ITV, Guardian, Variety; additional content by WARC staff