New research has revealed a shift in the devices people are
using to view on demand TV. The number of adults viewing via
tablets has doubled, mobile viewing as increased by 39% and TV set
viewing has increased 16%.
Kantar Media's futurePROOF study
provides insight into consumers' take-up and usage of digital
devices and media. The most common screen for on demand TV
viewing is the television (33% of adults have watched on demand
through a TV set in the last month) followed by laptop/desktop
computers (20%) tablets (5%) and mobile phones (5%).
- 33% of adults have watched on demand through a TV set
- 20% of adults have watched on demand through a laptop/desktop computer
- 5% of adults have watched on demand through a tablet
- 5% of adults have watched on demand through a mobile
Viewing via mobile devices, such as smartphones and tablets, is
growing, in part because of increasing ownership of the devices but
also because mobile viewing fulfils a different need. These
screens, although smaller, give access to TV content where the TV
set is not available.
This demonstrates the range of screens viewers are now using to
watch TV on demand, but the best experience, and most comfortable
way to watch, is usually in front of a TV set.
Aggressive promotion of the availability of on demand services
through TV sets has accompanied wider availability of 7-day catch
up, thanks to developments like Sky's re-launched On Demand service
and Virgin TiVo. On demand viewing via the TV looks set to
grow further, as more services are set to launch. BBC iPlayer and
4oD are due to become available via Sky On Demand in 2013.
Research conducted as part of futurePROOF highlighted
that mobile TV viewing is a time-filling activity. Short
content is therefore particularly popular, with 30-minute comedy or
soap episodes and YouTube videos leading the way. Downloaded
content also proves popular, allowing users to 'playlist' their
favourite shows and avoid connection issues.
Download more information about Kantar
Media's futurePROOF study below.