Update – It was always inevitable that when on-demand and on line services came into the laptop and pc tablet the decline of the TV would arrive. But this decline has come earlier than anyone thought and that’s why the TV is becoming smart.
More than one in ten television programmes are watched via an on-demand service rather than a TV set, according to industry data.
A record number of people now choose to save their viewing for later rather than watching it live, with more than half now owning digital recorders.
The increase in viewers using the web to watch TV has fuelled a boom in online advertising, which the market set to climb 20 per cent this year to £175million.
Increase: The green line in this graph shows how the proportion of on demand viewing has been rising
Research from Thinkbox, which represents commercial broadcasters, shows that in 2012, the average person watched a total of four hours and four minutes of TV every day.
Just over 10 per cent of television is watched on demand, either being recorded through a service such as Sky Plus or online via the likes of BBC iPlayer and 4oD.
Last year the proportion of households with digital video recorders passed 50 per cent for the first time, allowing more viewers than ever to choose when and how to catch up with their favourite programmes.
On-demand viewing is especially popular among the young, meaning that youth-oriented programmes are disproportionately likely to be watched online – recently Channel 4 programmes such as Made in Chelsea have found a larger audience through 4oD than on television sets.
TV boom: Television viewing figures are hovering around record highs according to new data
However, audiences for events such as the Olympics and the Diamond Jubilee have remained high, with most viewers choosing to watch them live on TV.
The average adult in the UK watched just 90 minutes of online television per month last year, according to Thinkbox.
But with six per cent of young people not having a TV at home, the popularity of internet video – including on mobile devices such as smartphones – is only set to rise.
Although the online advertising boom is fuelled by this phenomenon, it also poses challenges for advertisers who must seek an audience through a wider variety of methods than ever before.
Rise: But the vast majority of television is still viewed through a traditional TV set
Households: Most people still own TV sets, but ownership numbers are steadily falling
The average TV viewer watched 47 adverts every day – up 44 per cent on a decade earlier.
While the amount of TV watched on demand is expected to increase, Thinkbox claims that it will eventually stabilise at around 15 per cent of all viewing.
‘Linear TV is the bedrock of how we watch TV and that is not going to change,’ managing director Lindsey Clay said.
‘Its continued strength underlines viewers’ preference for watching TV as it is broadcast and on a TV set.’
Read more: http://www.dailymail.co.uk/news/article-2281050/Is-TV-set-way-Record-numbers-watch-programmes-smartphones-tablets-online.html#ixzz2LNE67XIR
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