The specter of Netflix has pay TV operators spending more on content as traditional viewing methods decrease.
On September 2nd, IHS Inc., the leading global source of critical information and insight, announced findings from its study on TV viewing times across the US, UK, France, Germany, Italy and Spain.
Research from IHS Technology indicates that in the UK traditional broadcast television viewing is being overtaken by two forces: Personal Video Recorders (PVRs) like Sky+ and online video from services like Netflix and BBC iPlayer. More time than ever before is being shifted from traditional broadcast television to online. (advanced-television)
Key points:
- Italians spend about four hours and 20 minutes a day watching TV: that’s more than any other European country;
- Brits are watching less TV than ever before, as the average viewing time across all platforms decreased by 14 minutes between 2013 and 2014;
- Analogue cable and poor Internet lines in Germany meant that online and pay TV On Demand video has not grown as much in Germany as across other European countries;
- Every major European market watches less TV than the USA; Americans average almost six hours of viewing per day.
USA – A quiet revolution
Americans watched an average of 351 minutes of TV per day, equivalent to almost six hours. The decline in linear TV has been more or less offset by the growth of other forms of viewing. Online long-form programming from the likes of Netflix, Amazon Prime and Twitch grew 24 per cent per person at a national level in 2014, although the consumption growth from the users of online services is frequently much higher than this
“Americans use TV differently to many other parts of the world,” Cryan said.
“While Europeans will put on the radio for background noise, Americans will turn on the TV. This helps to explain why American linear TV viewing is remains higher than economically challenged Italy.”
- UK – Fast adopters of online viewing.
- France – Online growing slowly.
- Germany – Traditional broadcast holds strong.
- Italy – Leaders of Europe TV time.
- Spain – Holding steady.
IHS (NYSE: IHS) is the leading source of insight, analytics and expertise in critical areas that shape today’s business landscape.
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Photo credit: IHS.