The drive to live: on-demand strengthens appeal of live TV

The main reason people watch catch-up TV is to avoid falling behind with the linear TV schedules, according to new research by Thinkbox and Decipher.

According to the ‘Tellyport’ survey, which was unveiled at a breakfast event in London yesterday, 89% of respondents said they use on-demand services to catch up with live TV.  “On-demand viewing is seen as ‘back-up’ viewing and the amount of on-demand TV watched to discover new TV shows has halved since 2008, shrinking from 22% to 11%,” Thinkbox said.

“The shift has happened as watching TV on-demand has become more established; there has been a 25% jump in the number of people claiming to watch TV on-demand, up from 64% in 2008 to 80% today, within the sample, which represented the most digitally enabled households.”

The ‘Tellyport’ research used a mixture of quantitative and qualitative techniques to track viewing habits and also ‘tellyported’ six families into the future of TV by equipping them with the latest TV technologies, including internet-connected TV sets and smartphones, and examining how their viewing behaviour was affected.

It found that broadcaster-owned on-demand services are the most popular destinations for viewers. 71% claim to watch BBC iPlayer (up 15% since 2008), 39% watch ITV Player (up 15%), 36% watch 4oD (up 36%), and 12% watch Sky Player (up 6%). 33% claim to watch TV shows on YouTube.

The growth in catch-up TV also means that people are becoming more selective about what they watch, with 59% of those questioned claiming they are now more selective about their viewing compared to 30% in 2008. This underlines how people are taking more control over what TV they choose to watch.

The Thinkbox/Decipher research also revealed the extent to which two-screen viewing (watching TV while also using companion internet-enabled device such as a laptop, tablet, or smartphone) is developing.

60% of people claim to concurrently watch TV and go online at least two to three times a week, with one in three people (37%) claiming to do so every day. 52% claim to have shopped online while watching live TV, and 44% claimed to have used social networks such as Facebook and Twitter while watching TV.

The qualitative research found that Facebook was deemed unsuitable for a shared TV screen due to its personal nature with viewers preferring to use it on a laptop or mobile. Likewise, online ‘chat’ via an internet connected TV set was not desired by the sample. However, viewers were keen to social network, chat and research around TV content using a companion screen, such as a laptop or mobile.

The research also underlines the importance of sharing TV with other people and how the internet and the rise of two-screen viewing has created a ‘virtual sofa’ that enhances viewers’ enjoyment of TV. 37% claimed to have chatted online about TV content – programmes or advertising – with one in five (19%) claiming to have shared TV content on a social network.

Also, 9% claimed to have joined a TV-related Facebook group and the qualitative research found that Facebook motivates viewers to watch live TV programming in case their friends tell them what has happened and spoil the experience.

David Brennan, research and strategy director at Thinkbox, said: “Live, linear TV is benefiting from on-demand TV services and social media. The expanding TV world is actually consolidating viewing around the linear schedules people have always had. The internet has given viewers the ability to catch up with missed shows, to interact in real time via social media, and to even transact while watching. These things have combined to make live TV viewing essential. There is now no reason to miss enjoying the shared experience of TV and this benefits viewers and advertisers.”

The research questioned a sample of 3,000 people in the UK.