The majority of UK households now hold a pay-TV or VoD subscription, according to the latest Nielsen report.
Nielsen’s ‘Global Video-on-Demand Report’ reported that 69 per cent of Britons pay to watch live broadcast or on-demand programming, the most popular of which is satellite TV, such as Sky, which covers 37 per cent of the UK.
Cable services, such as Virgin and BT, narrowly pip online service providers such as Netflix and Amazon to the second most popular format, which total 24 per cent and 20 per cent respectively.
“The increasing popularity of online-only TV services will continue to put pressure on the likes of Sky and Virgin, but a wholesale replacement of these traditional subscription players is unlikely,” said Terrie Brennan, Nielsen executive vice president of digital for Europe.
“For most UK viewers, online VoD and traditional subscription services are complementary, so we’re more likely to see “cord shaving” - consumers choosing slimmer subscription packages from the traditional players, rather than cancelling them outright.”
The report also found that at 26 per cent, British take-up of VoD providers is below the global average.
Only half (51 per cent) of Britons online watch some form of VoD programming, compared to 65 per cent of respondents globally.
Among British VoD viewers, it was found that 35 per cent watch VoD at least once a day, compared to 43 per cent globally.