On demand TV viewing insights

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%).

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.