The IAB Europe’s recent Mediascope report found that 82% of UK internet users now watch TV online, moreover, 40% watch on a weekly basis. Brian Fitzpatrick, managing director for Adap.tv in Europe, attributes this growth to three significant industry trends:
- Catch-up TV – Consumers are increasingly watching primetime TV programmes on broadcasters’ catch-up services such as iPlayer, 4OD and ITV Player. However, the MediaScope report found the UK to be leading the trend – 77% of all UK adults use catch up or on demand TV, compared to only 54% in the EU.
- Content quality – As online video becomes an increasingly viable revenue channel for publishers, websites abroad are becoming more comfortable investing in the production of higher quality video content – the type that attracts viewers.
- Technology – Smartphones and tablets mean that most consumers have access to a ‘personal TV’ at all times, making it easy to watch television during times in the day when it would previously have been inaccessible.