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UHD content tends to attract young males

New report from IHS Markit finds young males more likely to look for UHD content when choosing a video service

UHD content is more likely to attract young males aged under 35 to a streaming service, according to new research from IHS Markit.

The company looked at five markets: UK, Germany, US, Japan and Brazil, and found that 36 per cent of video subscribers said ultra-high-definition (UHD) content is an important criterion in their choice of video services. Among households with both pay-TV and online video subscriptions, the figure rises to 50 per cent.

According to the company, respondents between the ages of 17 and 44 exhibited the most interest in UHD content; men age 25 to 34 were most interested, while those aged 45 and over reported the least interest.

Among consumers who indicated UHD was important to them, Netflix subscriptions were double that of respondents who did not consider UHD to be an important feature in a video service. Nearly 27 per cent of these consumers visit Netflix first when looking for something to watch on an average day, compared to 16 per cent for all other video subscribers.

Consumers who indicated UHD content figured into their choice of video services were more likely than others to own connectable video devices – particularly games consoles and over-the-top (OTT) streaming devices.

When subscribing to both pay-TV and OTT video services, consumers who thought UHD was important were also more likely to be driven by device availability, including the ability to watch video content on more than one device, or to watch on a specific device.