A new survey from UK public opinion probers YouGov has found that the popularity of video-on-demand services such as the BBC iPlayer and YouTube remains in the ascendancy, with one in four Brits now reporting that they watch more VOD content than live TV.
Usage of on-demand services was found (unsurprisingly) to be even more pronounced amongst younger viewers, with 41% of respondents aged 18-24 years stating that they watch more on-demand content than linear.
Among those viewers that own a Smart TV (i.e. one which can connect directly to the Internet without requiring any other device), over a third (35%) said that the majority of their TV viewing is done on-demand. This figure rises to over half (53%) of 18-24 year olds with a Smart TV, and half (51%) of Smart TV owners with pre-school children.
Dan Brilot, Media Consulting Director at YouGov, asserts: “These figures show that Britons are entering into a new paradigm in the way that TV is consumed – ‘TV 2.0′.
“TV 2.0 is all about consumers rather than schedulers deciding what to watch and when; whilst linear TV is still at the core of most things that most people we watch, the next generation who are growing up with the Internet’s new mode of serving and searching content will increasingly focus their viewing attention to on-demand services.”
YouGov’s new syndicated ‘Smart TV’ tracker is conducted quarterly and examines 1,000 owners of Smart TV taken from a YouGov extensive proprietary panel of 400,000 UK consumers.