Linear plus PVR and timeshift accounts for 90% of TV viewing

Enders Analysis have released forecasts for the UK market on the prospects for video-on-demand advertising through to 2015, looking at both through-the-middle and over-the-top services.

It predicts that video-on-demand consumption is set to grow strongly, particularly to the TV, linear broadcast services, supported by PVR timeshift and it will continue to account for over 90% of viewing to the TV and PC/ tablet over the next five years.

As a result, it forecasts that VOD advertising will equate to 7% of TV NAR (net advertising revenue) by 2015, with current high prices for in-stream video ads falling as it becomes more integrated with TV airtime sales.

The viewpoint on linear TVs continued appeal appears consistent with IHS Screen Digest, who recently forecast that the vast majority of TV viewing will remain as linear real-time programming through to 2015.