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should continue . Similarly ,
online display – inclusive
of social media and online
video – is set to see 17.2 %
growth this year .
• The worst affected media
in the pandemic are set
to see the biggest gains ,
notably cinema (+ 315.6 %)
and out of home (+ 29.3 %)
of which digital will grow
43.7 %.
• Q1 , however , reflects the
weight of the pandemic on
spending , as spend rose
just 0.8 % to £ 6.5bn during
the first three months of
the year – just behind the
1.8 % rise estimated in April .
However , online formats –
most notably search , online
display and BVoD – were
seen to grow by doubledigits
during the quarter .
Study : Young Brits prefer online news
Young people are significantly
more likely to keep up with
news using the Internet ,
over TV and other sources ,
according to Ofcom ’ s annual
news consumption report .
Nine in 10 younger people
aged 16-24 ( 89 %) follow news
stories online , compared
with under two-thirds ( 61 %)
who get their news from TV .
It ’ s a similar picture among
people from a minority
ethnic background with 85 %
favouring internet news over
TV news ( 69 %).
Generally speaking ,
however , use of TV news held
steady during the last year
and , despite these exceptions ,
it remains the most popular
news source among the
general UK adult population
( 79 %). The data indicates
however that use of radio ,
print newspapers and the
Internet for news all declined
year on year -falling by six , five
and three percentage points
respectively .
The study , News
Consumption in the UK
2020 / 21 , looks at how adults
and older children ( aged
12-15 ) in the UK consume
news across television , radio ,
print , social media , podcasts ,
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other Internet sources and magazines . Other findings from the research include :
• After TV ( 79 %), the Internet is the next most popular platform for news ( used by 73 % of people ), followed by radio ( 46 %). Over a third of adults ( 32 %) get news from print newspapers . But , when combining traditional print with newspaper websites and apps , this increases to 49 %.
• BBC One remains the most popular news source overall ( 62 %). This was followed by ITV ( 46 %) and Facebook ( 36 %) although both saw declines in use for news since 2020 ( from 49 % and 40 % respectively ). Several other news sources also saw similar declines year on year – Channel 4 ( 26 % to 24 %), BBC Radio 2 ( 16 % to 13 %) and BBC Radio 1 ( 13 % to 11 %).
• When people were asked which of the main news sources is the most important to them , BBC One came out on top ( 19 %) although this decreased from 22 % of adults in 2020 . The BBC website or app was selected as the next most valued news source – increasing in importance since 2020 ( from 8 % to 11 %).
• Half of adults use social media ( 49 %) and other non-social media websites and apps for news ( 49 %). Younger people aged 16-24 are much more likely to consider social media platforms as their most important sources of news ( 36 % compared with 14 % for the average UK population ). However , generally speaking , social media performs least well on measures such as importance , trustworthiness , range of opinions and impartiality .
• A fifth ( 19 %) of UK adults use news aggregators , and 25 % say they use search engines for news , a decline from 202Headline0 ( 28 %).
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• Just under six in 10
12-15-year-olds ( 57 %) say
they are interested in news .
They remain particularly
interested in news about
music ( 53 %), followed by
news about celebrities
( 45 %), the environment
( 44 %) and serious things
happening in the UK ( 43 %).
• Although BBC One
and BBC Two remain the
most-used ( 35 %) and most
important news sources
( 14 %) among 12-15s ,
these channels have seen
a significant reduction in
use over the last year ( down
from 41 %). In contrast , Sky
News ( 19 % to 24 %), TikTok
( 11 % to 22 %) and WhatsApp
( 16 % to 21 %) are all used
to access news more often
than in 2020 .
Analysis : UK appetite for VoD grows
As of June 2021 , there
are 16.7m VoD-enabled
households in Great Britain ,
as 57 % are subscribed to
at least one service . But
figures for those taking on
new subscriptions take a
fall compared to last year ,
according to findings from
Kantar .
Continuing on the road
out of lockdown , only 2.3 % of
Great Britain SVoD households
took out a new subscription in
Q2 2021 , compared to 7 % this
time last year .
Disney + scores highest in
satisfaction for the variety of
classic films ( 50 % vs 29 % for
Netflix and 21 % for Amazon
Prime Video ). Netflix has the
highest length of subscription
with 70 % of subscribers having
the service for more than two
years .
The British appetite for
VoD continues to grow . As
Great Britain households
adopt streaming services , this
correlates with a decrease in
the proportion of households
subscribing to traditional pay-
TV services such as Virgin and
Sky – taking a downturn from
42.2 % last year to 39.1 % in Q2
2021 , as viewing needs are
( potentially ) increasingly being
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satisfied by streaming services . Whilst VoD subscription platforms begin to witness a slowdown in attracting new customers , Amazon Prime Video remains in first place , securing over a third of signups , a title they ’ ve held for the past five quarters . However , it ’ s Netflix that dominates as the entry-level subscription service , with 44 % of its new subscribers never having taken out an SVoD service before . Once Netflix adopts new subscribers , they tend to stay loyal . Netflix has the highest length of subscription , with 70 % of subscribers having the service for more than two years . NOW comes second with 57 %, and APV sits at 52 %.
With 77 % of VoD-enabled households in GB having a Netflix subscription , it continues to be the most significant player in the market . In contrast , after over a year of service , Britbox has only managed to achieve 2 % penetration in the market . The main areas of dissatisfaction with BritBox lies in the lack of ability to download content ( -15%) and value for money ( -16%). For BritBox to compete against the big players it must convince subscribers that its mixture of nostalgia-inducing titles such as Spitting Image , and new releases such as The Beast Must Die , are worth signing up for .
When it comes to subscription triggers , Disney + leads the way across all three families for people signing up to watch content only available on the service , indicating the importance of its ever-expanding catalogue of titles . So , whilst it may not be winning in terms of share , Disney + has managed to make a big splash during its first year of launch and has captured the hearts of many families . Its expansion into the GB family market is likely to continue growing at pace and providing healthy competition to Netflix and Amazon Prime .
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EUROMEDIA 9 |