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TV still accounts for three quarters of viewing

Despite the rise of SVoD and OTT services, TV remains king, accounting for three quarters of video viewing.

That’s according to the latest research from Thinkbox, which has combined data from the Broadcasters’ Audience Research Board (BARB), comScore, the IPA’s Touchpoints 2016 study, Ofcom’s 2016 Digital Day study and Rentrak box office data to give a “like-for-like comparison” of estimated video consumption in the UK.

The analysis found that total video consumption increased year-on-year from an average of four hours, 35 minutes a day in 2015 to four hours, 37 minutes in 2016.

TV accounted for 74.8 per cent of UK video viewing, a fall of only 1.2 percentage points year-on-year, with live TV commanding three-fifths of total video viewing, a 1.6 percentage point slip annually. Live TV playback accounted for 10.8 per cent of viewing and broadcaster VoD 3.9 per cent respectively, compared with 11.4 per cent and three per cent in 2015.

Thinkbox CEO Lindsey Clay said: “TV is a trusted, high quality environment for advertisers that is proven to work. It has a huge variety of premium programming across every genre and can satisfy the demands of many thousands of advertisers simultaneously and for the long-term. Now more than ever these are crucial distinctions between it and a lot of other types of video.”

Thinkbox also found that the average person in the UK watched 20 minutes of video advertising a day in 2016. TV advertising accounted for 93.8 per cent (18 minutes, 53 seconds a day), compared with 94.4 per cent in 2015. YouTube accounted for 0.7 per cent of the video advertising that was seen in 2016, up from 0.5 per cent in 2015, while online video collectively accounted for 5.2 per cent, up from 4.7 per cent in 2015.