The number of Internet users claiming to watch little or no linear TV on a typical day grew 22% in the two years to Q1 2023.
Consumer research by Ampere Analysis, carried out with 54,000 adults aged 18-64 across 28 markets worldwide, shows that the number of Internet users claiming to watch little to no linear TV on a typical day grew 22% between Q1 2021 (when 37% claimed this viewing level) and Q1 2023 (when 45% claimed these viewing levels).
The findings show that while younger groups are most disengaged with broadcast TV, 35% of those claiming to watch no linear TV were over 45 years old — a rise from 28% in Q1 2017.
The switch away from broadcast linear TV is not synonymous with consumers turning their back on broadcaster content, however, and Ampere Analysis notes that broadcaster investment in their own video-on-demand (VOD) services has ensured they can still engage audiences who prefer to watch via streaming.
“In fact, engagement with these broadcast-led video services has increased by 26% since Q1 2021,” the research company notes.
Ampere says it is far too early to write off linear TV, noting the stability of low-level viewing — characterised in its report as less than two hours per day. “This suggests that many Internet users still tune in for key live events such as sports, major reality TV shows and exclusive dramas. These content pillars should remain a key part of acquisition and commissioning strategies for linear broadcasters.”
The company concluded there are opportunities for broadcasters to retain viewers through a mix of live and event content, and via enhancing broadcaster streaming offerings.
Minal Modha, research director at Ampere Analysis, said: “At first glance, the decline in linear TV viewing looks to be a worrying trend for broadcasters as their traditional audience begins to drift away. However, as the increased engagement with broadcast-led video services shows, if the linear channels can continue to adapt and provide a strong OTT offering for audiences switching from scheduled TV channels, they have an opportunity to retain them, albeit on a different medium.”
Other findings in the report show that just under a fifth (19%) of respondents in Q1 2021 where characterised as high linear TV viewers — those who watch at least four hours of broadcast TV daily. This figure was down to 15% in Q1 2023.
The number of Internet users saying they watch 4+ hours of VOD content in a typical day is up from 58% in Q1 2021 to 62% in Q1 2023. Meanwhile, over half of Internet users say they watch more than four hours of streaming TV in a typical day.
A version of this article was originally published by Videonet.
