European TV viewers use multiple sources across multiple devices - study

Thursday 16 May 2019 | 11:41 CET | News

TV viewing has become complicated for audiences in Europe, with viewers juggling multiple services to access all the video content they want and accessing these services across multiple devices, according to new research from Gracenote and nScreenMedia.

The study focuses on consumption behaviour and attitudes towards different TV services and features in the three key markets of the UK, Sweden and Germany. It shows that pay-TV is currently the most popular TV source in the UK and Sweden, used by almost 2 in 3 consumers in each market. In Germany, free-to-air TV is the most popular TV source, accounting for almost 8 in 10 viewers. 

The report also shows the fast adoption rate of online TV, with online TV now the second most popular TV source in all three markets - from just under 50 percent in Germany to more than 50 percent in the UK and Sweden. Almost half of viewers in all three markets are multi-source TV households, compared to 12 years ago when most homes used a single source for TV. 

In all three markets, consumers regard on-screen programme guides and user interfaces as vital tools for finding content. In the UK, 70 percent of viewers said that programme descriptions were at least somewhat important in their decisions about what content to watch, compared to 65 percent of viewers in Sweden and 57 percent of Germans. 

Other findings from the report show that free-to-air TV is getting more popular on mobile, with more free-to-air viewers using broadcasting apps to supplement viewing than pay-TV viewers use their operator 'TV Everywhere' apps. Smart TVs are highly popular, with  TV the preferred device for watching video in all three markets, accounting for 70 percent of viewing time in the UK and Germany, and 60 percent in Sweden. Samsung is the most popular TV brand in all three markets. 


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Categories: Broadcast & Satellite / Internet
Countries: Europe
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