Roku has released the results of its first VoD Evolution study into UK viewing habits.
The survey found more than half of all TV viewing in the country is ad-supported streaming, with 32 per cent of viewers now watching nothing but streaming services.
Of the average 26 hours of TV a week watched across the country, 14 hours are spent on ad-supported streaming via broadcaster apps (BVoD) such as ITVX, ad-supported subscriptions or FAST channels. At 52 per cent, ad-supported streaming now accounts for more than half of total UK TV viewing, said the report.
Ad-supported streaming services are watched by 90 per cent of viewers at least once a month, with 62 per cent using BVoD apps, 77 per cent watching ad-supported tiers and 28 per cent using AVoD/FAST services.
The survey suggested rapid adoption of connected devices is driving the shift, with 93 per cent of viewers not owning a Smart TV or streaming stick, providing advertisers with access to an audience that linear TV is no longer reaching.
Two out of three viewers said they have taken a measurable action after seeing a TV ad, such as scanning a QR code, looking for further information or making a purchase.
Mike Shaw, director, EMEA ad sales at Roku, said, “Ad-supported streaming is no longer the incremental line at the bottom of a TV plan. For a third of UK streamers, it’s the only way to reach them at all. With 90 per cent now watching ad-supported content every month, and two in three taking action after seeing an ad, this is where the TV audience and TV performance now both live.”
The full survey is available here.
