Internet-connected devices have surpassed traditional TV sets as audiences' viewing device of choice, according to the latest Accenture research.
Accenture's Digital Consumer Survey found that the percentage of consumers who said they prefer watching TV shows on television sets plummeted by 55 per cent over the past year – from 52 per cent to 23 per cent.
At the same time, viewers with a preference for viewing on a laptop or desktop climbed from 32 per cent to 42 per cent.
Thirteen per cent said they prefer watching TV shows on their smartphones, compared with ten per cent in 2016.
“The dominance of the TV set as the undisputed go-to entertainment device is ending,” said Gavin Mann, global managing director for Accenture’s broadcast business.
“While a great number of people still watch plenty of TV shows on TV sets, our research uncovers a rapid acceleration in their preference for viewing on other digital devices – especially laptops, desktops and smartphones.”
In India there was a “particularly steep decline” in the percentage of consumers who prefer to watch TV shows on a TV set – dropping from 47 per cent to ten per cent. In the US, the figure fell from 59 per cent to 25 per cent, and in the UK it dropped from 56 per cent to 25 per cent.
“The massive and accelerating push by communications and media companies to provide ubiquitous content – TV everywhere including OTT – has empowered consumers to access high-quality content across multiple devices,” added Mann.
The research results are based on an online survey of 26,000 consumers in 26 countries from around the world.