Some 89% of adults would be interested in content aimed at their personal interests when watching traditional TV channels, according to YouGov research.
The study, which was commissioned by IPTV and video-streaming technology provider Edgeware, found that 68% of respondents would be interested in content aimed at their local area.
Meanwhile, 64% of people said that content aimed at their age group would appeal to them and 68% said they would be more likely to watch a traditional TV channel if programming was more tailored.
In all, 51% of adults surveyed said they would prefer to watch content they have selected through on-demand services, with just 38% preferring content on traditional TV channels with scheduled programming.
“It’s no secret that TV broadcasters are facing increasing competitive pressures from digital platforms that are geared around personalised programming, which means they have to think about different ways of engaging viewers,” said Johan Bolin, Chief Product and Technology Officer at Edgeware.
“The ability to create tailored content would provide the ‘lean-back’ TV experience that many viewers still crave, making them more likely to tune in and helping broadcasters adapt to a changing industry.”
The research was based on a survey of more than 6,500 adults across five markets – the UK, US, Hong Kong, Mexico and Spain.