Television still dominates the way viewers consume content, according to the latest Thinkbox report.
The figures report that TV – live, playback or on-demand across all screens – had a 76 per cent share of total video viewing in 2015, down from 81 per cent in 2014.
In 2015, the average person in the UK watched just three minutes less TV a day than in 2014.
The report follows recently published figures showing that TV advertising revenue in the UK totalled £5.27 billion in 2015 – the sixth consecutive year that TV advertising revenue has grown in the UK.
Lindsey Clay, Thinkbox CEO, said, “TV has expanded in recent years into new times and places; the way we watch TV is changing. We need to show as accurate a picture as possible of how much TV we are watching, and where TV sits in the emerging video world.
“With so many different forms of video out there it can be confusing so it is important to get a grip on what is really happening.
The Thinkbox report also revealed that YouTube and SVoD still account for a surprisingly low percentage of total viewing, contributing 4.4 per cent and four per cent respectively.
The proportion of YouTube viewing is up from 3.5 per cent in 2014, whilst SVoD rose from 2.3 per cent.
It also found that younger people are spending more time watching TV and other forms of video online, following the emergence of tablets and smartphones. In total, 38 per cent of 16-24 year olds’ video viewing is on devices, compared with 20 per cent for all individuals.
Clay added, “These new figures show that TV dominates the video world for all age groups. Today’s young people watch on-demand forms of video more than the generations before that didn't grow up with them.
“What is remarkable is that in the last decade, when so many new technologies and services have arrived that could have disrupted TV, TV viewing has remained so dominant.”