A new study into UK consumer TV viewing behaviour has found that Brits prefer streaming content over pay TV.
The report, carried out by National Research Group on behalf of Roku, found that nine in 10 survey respondents are TV streamers versus only seven in 10 who use traditional pay TV services.
The report also notes that this is no longer such a strong generational divide as it has been in the past. Over three quarters (77%) of 57-70-year-olds now stream, with 31% of this group adding more services in the past year.
It goes on to note that sports viewing is now almost as popular on streaming services, with 51% of respondents watching sport via streaming versus 55% on pay TV.
Mirjam Laux, VP International at Roku, said: “The findings highlighted in our ‘The Streaming Decade’ report show that TV in the UK has reached a tipping point, and streaming is becoming the norm for all ages. With more and more new and interesting content available to consumers, streaming has become the dominant force for consumers. And where consumers go opportunities follow for brands to engage them with compelling, best-in-class advertising that’s relevant to their interests. Streaming is clearly the future of TV.”
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