Ireland holds fast to linear viewing habits

Ireland & OTT

Ireland & OTT

Virtually all Irish adults still prefer to watch live TV on their “normal” TV set, in their own homes, as opposed to out and about on portable devices – according to the latest eircom Household Sentiment Survey (eHSS), released today.  

The in-depth, bi-annual nationwide household survey of more than 1,100 Irish people reveals that nine out of 10 adults (91%) still watch TV on their TV set and 92% of that TV is actually watched live (though the perception is that it is less, at 71%). However, the shift to watching live and “catch up” TV on portable devices is happening daily amongst the younger cohort, with half of all 16-34 year olds watching live or “catch up” TV on portable devices, shunning the traditional TV set.

The survey also revealed some other interesting national TV traits and behaviours. Dubliners, for instance, are by far the biggest TV bingers, with 51% of Dubliners guilty of the habit versus 36% of respondents outside the capital. This “TV bingeing” is facilitated by a myriad of different services – the most popular of which is catch up players at 37%, followed closely by Netflix at 33% and pre-recorded programmes at 31%. Internet downloads (27%) and rented DVDs (19%) also feature, albeit further down the list – once again showing how technology has evolved over the last number of years.

A large proportion believe there are some programmes that simply have to be watched live  - including the news at 61%, followed by sports at 51% and the weather at 42%.While a quarter of the people surveyed have downloaded a movie or series to watch on a portable device, most of these (86%) were actually watched at home.

“Watching live TV on a traditional TV set is still the norm for most Irish adults up and down the country, as people relax and unwind the old fashioned way,” commments Clinical Psychologist David Coleman, who has worked with eircom since the first eHSS in 2012. “However, that is also juxtaposed with a whole new TV phenomenon – the rise of “TV bingeing” – which is symptomatic of people’s busy lifestyles and their desire to choose what they want to see, how they want it and when they want it.

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