Online TV usage now exceeds 50% in the UK and Sweden and stands at just under 40% in Germany, according to new research by Gracenote and nScreenMedia.
The report, titled ‘TV Universe – UK, Sweden, Germany: How People Watch Television Today,’ highlighted the fast adoption rate of online TV, with nearly half of viewers in the surveyed countries claiming to be part of multi-source television households.
According to the study, Pay TV is the most popular television source in the UK and Sweden with nearly two in three consumers in each market using it. In Germany, the most popular source is free-to-air TV which accounts for the vast majority of viewers at nearly eight in ten.
In all three countries, the TV was found to be the preferred device to watch video content with 70% of total viewing time on the TVs in the UK and Germany and 60% in Sweden. Samsung was the most popular TV brand across the surveyed markets.
The research also found that six in ten respondents said that visual imagery and TV artwork in on-screen programming guides and UIs have an important influence on their viewing choices – rising to around 90% among 18-to-24-year-olds.
TV show and movie descriptions were also rated at least ‘somewhat important’ for tune-in decision making by 70% of viewers in the UK, 65% in Sweden and 57% in Germany.
“The new TV Universe study shows that online TV has become the second most popular source of TV entertainment in a remarkably short period of time,” said Colin Dixon, Founder and Chief Analyst at nScreenMedia.
“Also telling is the fact that, though most online viewing takes place on the television, consumers don’t have the discovery tools they need to efficiently find something to watch there.”
“Features such as voice and cross-service search are thinly used in each country. There is also plenty of room for improvement with content recommendations as a quarter or less think they accurately reflect their interests.”
Gracenote’s Chief Product Officer, Simon Adams, added: “Consumer behaviour relating to TV viewing is changing rapidly in Europe as it is around the world”
“By understanding viewer needs, behaviours and attitudes, Gracenote is uniquely positioned to help the industry develop new products and features that maximise TV viewership and engagement – critical business priorities in today’s hotly competitive landscape.”
nScreenMedia conducted the research from February to March 2019 and surveyed 1,500 adult TV viewers in the UK Germany and Sweden, with the data weighted to represent the general population of each country. Gracenote, the Nielsen-owned specialist in entertainment metadata, sponsored the study.