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Mike Fletcher 

Only 58% of Brits will still be watching traditional TV in five years, says survey

Only 58% of Brits will still be watching traditional TV in five years, says survey

Television viewing habits continue to change with slightly less British people watching traditional TV on a weekly basis compared with 2019, but with only 58% predicting they’ll still be watching in five years time.

These are just two of the findings from a survey, launched today by AudienceProject, of 7,000 people  in the UK, Germany, U.S and the Nordics.

The Insights 2020 report found that traditional weekly television viewing has declined in all countries, with the exception of Finland, where it rose from 81% in 2019 to 83% in 2020.

America has seen the steepest fall with only 59% of people saying they still watch traditional TV on a weekly basis, compared with 68% in 2019.

Both the UK and Germany saw weekly viewers of traditional TV fall by 1% respectively over the past year.

At the same time, UK viewers have upped their weekly consumption the most of streamed or downloaded television series, with 77% of survey respondents compared with 57% in 2019.

Some 27% of Brits also confessed to replacing their traditional TV viewing habits with more SVOD, which was the highest share among the geographical markets covered.

From 2020, 17% of people in the UK can now only be reached via streaming platforms, compared with 15% in Germany, 27% in Denmark, 24% in Sweden and 32% in the U.S.

Netflix is still the most popular SVOD in the UK with 84% weekly usage, although Amazon Prime’s popularity has increased by 17% since 2019 with 67% weekly usage. The availability of Premiership football on Amazon Prime may be a contributing factor.

In Germany, Amazon Prime has closed the gap on Netflix to just 5% in weekly viewing habits. Whilst in Sweden, Netflix is dominant with 81% weekly viewerships, compared with 69% in 2019.

Although the number of Brits (37%) who were planning on canceling other subscriptions in favour of Disney+ when it launched in November 2019 may not have materialised, 43% did say that the newest player to enter the streaming market is ‘better than expected’.

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