Consumers increasingly watching video content on multiple platforms
While audience fragmentation is continuing, viewing of video content – including via the television set – is growing, according to the second Accenture annual Global Broadcast Consumer Survey.
Last month, research from Ball State University found that TV in the home still commands the greatest amount of viewing in the US, even among those aged 18-24 (see Home TV viewing still popular in the US).
Across its global sample, Accenture said that the proportion of people viewing six or more channels a week has grown in every age range except the under-25s, where it is static.
Accenture also found that there was an increase in the number of people who would watch video content on personal computers.
January 2009 data from comScore showed that the total UK online video viewing audience grew 10% during the previous year to 29.6 million unique viewers age 15 and older (see UK online video viewing audience grows 10%).
In a number of countries – including the UK, US and France – the proportion watching four or more mobile programmes a week is dropping, said Accenture, suggesting that existing mobile TV services need to improve.
Elsewhere, the research shows an increase in the proportion of consumers globally who are willing to pay for some type of content – up by 12 percentage points overall, from 37% to 49% – although attitudes and behaviours around paying for consuming content remain mixed.