On-demand and catch-up services account for nearly one in six US and UK TV minutes viewed, according to new research.
Analyst IHS says the migration from linear to time-shifted and on-demand services is happening across developed markets, with consumers in the US and UK leading the way. Linear viewing fell in both countries last year, in spite of huge live TV events like the Olympics.
IHS says that US and UK viewers now spend, on average, more than 40 minutes a day watching on-demand or time-shifted programming.
In the UK, linear broadcast viewing has declined for the third year in a row. In the US, linear TV viewing fell by an average of 11 minutes in 2012.
Subscription VoD services like Netflix and LOVEFiLM are winning viewers from linear TV fast, IHS says.
IHS television analyst Fateha Begum said: “The US is a good example of a market in which OTT SVOD services have had a noticeable impact – on-demand viewing has risen by 10 minutes per person per day between 2010 and 2012, mirrored by a decline in daily linear broadcast TV viewing of 13 minutes per person.”
IHS said that, across the big five European markets – UK, France, Germany, Spain and Italy – subscription VoD services account for nearly one in every seven minutes of long-form viewing of TV online.
But the research also found that broadcast TV is continuing to deliver audiences, especially in recession-hit Italy and Spain.