Sky has published a report into internet-delivered TV.
Based on research conducted by Oliver & Ohlbaum Associates (O&O), Stream On: The Future of UK TV explores attitudes towards internet TV provision as the DCMS and Ofcom consider options for the future of TV distribution.
Drawing on data from a survey of 1,000 UK viewers, the report includes a number of key findings. Most viewers have already transitioned to IP-based TV, with 92 per cent reporting use of a VoD service. Audiences are said to be “enthusiastic about connected TV”, with 93 per cent finding its features useful, with the figure rising to 99 per cent among the 70+ age group. Accessibility tools such as voice control, enhanced subtitling and audio description are valued by some older and disabled viewers.
The report suggests every UK household could have access to internet-delivered TV by the middle of the next decade, adding consumers would prefer the government to prioritise digital inclusion over maintaining a legacy broadcasting system.
Nick Herm, group COO at Sky, said, “This research shows that modern TV and social inclusion can go hand in hand. A full move to internet-delivered TV in the 2030s is achievable—and it can help close the digital divide rather than deepen it. With most people already streaming, an investment from the government in skills and affordable connectivity for the relatively small number of households who still need help to get online will have benefits far beyond TV, while saving hundreds of millions on maintaining legacy systems.”
The research suggests there is little enthusiasm for an interim solution, with viewers prioritising support to assist vulnerable groups ahead of investment in a ‘nightlight’ broadcast service. Audiences across all demographics are said to be positive about the switch and equally clear about what they want from a service. Better content discovery, strong safety features and a trusted, family-friendly environment were all featured, as was the need for simplification. Audiences prefer simple interfaces with a variety of content displayed in a single place, adds the report.
Greater choice and a wider range of content were found to be the greatest drivers behind the shift to IPTV, including the flexibility to choose when to watch and features that enhance the core experience.
Audiences are enthusiastic about features allowing them to curate their experience, including subscription bundling, a single, aggregated UI and greater personalisation options. Advances in technologies such as AI will have the potential to transform the experience for elderly and disabled viewers through features such as improved natural language voice control and real-time captioning.
Expanding on DCMS-commissioned forecasts, O&O modelled the impact of switching to IPTV and found that a clearly communicated decision could reduce the predicted number of 1.8 million to just 330,000 unconnected households by 2034.
The full report is available here: Stream On: The Future of UK TV,
