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Viewers continue adaption to four-screen world

Mid-year review investigates the extent to which online TV viewing has enjoyed growing success

A mid-year review from Eurodata TV Worldwide and Tape Consultancy has investigated the extent to which online TV viewing has enjoyed growing success in TV media consumption throughout Europe.

The report said that multiscreen viewing has become complementary to TV viewing, rather than an alternative, and that this method is now reaching a much wider audience.

However, the data reinforced the primacy of the main TV screen, finding that people in France, Germany, United Kingdom, Spain and Italy watched TV on average for three hours and 48 minutes per day in the first half of 2017. The data also found that during the first half of the year, 6,000 programmes launched, over half of which were original creations.

Computers were found to be the leading screens, following TV. In France, computers represent 52 per cent of online programming TV consumption. Tablets have become the most used device for watching TV online between 6am and 7am in the country, and then mobile telephone use increases during the evening.

“In the major European countries, watching TV on the internet is becoming general practice, and it can represent a substantial additional audience for certain content, such as targeted fictional content or youth entertainment,” noted Frédéric Vaulpré, vice-president of Eurodata TV Worldwide.

“Sport has also confirmed its appeal by continuing to perform extremely well. As king of live TV, it also attracts its own audience of catch-uppers whenever there is a significant time difference.”

Florent Carême, head of research at Eurodata TV Worldwide, added: “Creators are drawing inspiration from an ever-changing world that faces unheard of political and military problems, technological upheaval and scientific advances; it opens up new perspectives to us as individuals and collectively.”