Streamed And Smart TV Services Still Can’t Beat Traditional TV In The U.K.Lili | June 22, 2019 | 0 | Traditional
Nearly half of UK consumers (41%), still watch television through traditional formats, as opposed to paid subscription services, connected TV devices or Smart TV. This is perhaps the surprising conclusion of a new white paper Outside of the Box – the New TV is Everywhere, published by dataxu in partnership with London-based Sapio.
The report states: “When we asked consumers how they spend their time, a large portion said traditional TV still holds the largest share of TV watching (41%), as opposed to paid subscription services such asNetflix NFLX +0%, which captures 30% of viewing time.” Of the remaining 29% of the share of TV viewing, 21% was spent watching catch-up applications on smart TVs and the rest on connected TV devices such as Roku and Amazon AMZN +0% Fire.
While traditional TV dominates the UK market on a macro level, however, the report finds that when broken down into age categories, millennials in the aged 18-24 category watch more paid subscription services, scoring 45.21%. While traditional TV viewing is most popular with those aged 66 and over, hitting 70.83%.
Netflix Leads U.K. Streaming Race
When it comes to streaming services in the U.K., Netflix outperforms the competition with 59% of surveyed consumers claiming to have a Netflix subscription; Amazon Prime comes second with 36% and Sky is third with 15%. On average, U.K. consumers were found to have access to 1.4 paid subscription services.
The report concludes: “Progressions in Advanced TV mean there is now a considerable appetite for streaming services in the U.K., particularly among younger generations. The power of these streaming services has yet to outstrip the consumption of traditional TV, which still holds great market domination.”
The advertising industry, which is looking to exploit the personalized advertising opportunities that streaming, Smart TV and connected TV services offer, will find this proof that U.K. viewers are clinging to a bygone era frustrating, but they will be buoyed by the news that the next generation of viewers are switching their allegiance to the very newest media offerings.