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UK Insights

Brits go mad for catch-up TV

Samantha Scruggs

Brand and Communications Manager, Kantar

TV 18.12.2015 / 14:08

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UK multiscreeners are watching over an hour of on demand TV a day

A survey of multiscreen viewers has found Brits watch on average 64 minutes of on demand TV a day, almost as much as the amount of live TV (69 minutes).

Millward Brown's 2015 AdReaction study: Video Creative in a Digital World looks to understand how people with a TV and either a smartphone or a tablet, aged between 16-45 years old, consume video content. The data shows multiscreening Brits watch nearly half-an-hour more on demand TV than the global average (64 minutes v 37 minutes) and only slightly less than our American friends, who watch 66 minutes a day.

When it comes to consuming video on mobile, we found multiscreeners in the UK watch 32 minutes a day, less than the global average of 45 minutes per day, and far less than countries like China (59 minutes a day) and Malaysia (66 minutes per day).

Both UK and global results confirm the home as the most popular video viewing location. UK results show 90% view at home, 12% at work, and 15% at somebody else's house.

Watching live TV and on demand TV is still a very social activity in the UK, with 63% of our multiscreeners watching live with other people and 51% watching catch-up with others. Unsurprisingly, considerably less British people watch video with other people on a computer (25%), tablet (29%), or smartphone (25%), significantly behind the global average: computer (35%), tablet (35%), or smartphone (33%).

You can play with the AdReaction data yourself on Millward Brown's interactive website.

Source : Kantar Millward Brown

Editor's Notes

To create AdReaction: Video Creative in a Digital World, Millward Brown surveyed, via smartphone or tablet, more than 13,500 16-45 year old multiscreen users across 42 countries. Multiscreen users were defined as people who own, or have access to, a TV and a smartphone and/or a tablet. Millward Brown also conducted parallel copy testing for 20 ads in eight countries, across TV, online video and mobile formats, interviewing more than 10,000 consumers.

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