may june - Page 18

Research Average UK viewer paying £25/ month on TV in lockdown Netgem TV has revealed the results of a survey with over 750 respondents to explore the different ways in which consumers across the UK and Ireland are turning to television to escape from the daily routine in lockdown. The study confirms a surge in TV consumption across the UK and Ireland and reveals that TV Series are the most popular and binge-worthy form of lockdown entertainment, with nearly two-thirds of viewers (73%) watching more across all genres. TV is closely followed by Films, watched by 68% more viewers, and News, watched by an extra 57%. A third (33%) of viewers are also watching more YouTube. Increased news consumption is also likely to be one of the reasons for 33% of overall consumers confirming that they are watching more live TV than they did pre-lockdown, despite the loss of live sports coverage. The study also found that the average consumer in the UK and Ireland now spends £25 (€28) per month on TV services. By age group, consumers between 41-50 years old are the highest paying customers, with over 40% spending more than £50/month on their TV services. By contrast, 74% of 21-30 year olds spend less than £20/month. This Millennial generation is far more likely to consist of cord-cutters too, with over 55% of respondents not having a TV provider but paying for two or more streaming services instead. There is also a significant difference in the price paid for TV services across the UK. Consumers in Greater London and South East England are the highest paying, with a majority of consumers paying over £50/month for their TV services. This peaks at close to 70% in London, with 90% of Londoners having at least one additional streaming service and tending to opt for a more expensive TV provider such as BT or Sky. At the other end of the country, Scotland spends the least on TV services; over 46% of TV consumers pay under £20/month and a significant 25% pay under £10/month. “The increased demand for series and films shows that the average Briton wants escapism at this time,” suggests Sylvain Thevenot, managing director, Netgem TV. “TV services should be focussing all efforts in making this possible by putting together the best content offer at the lowest possible prices, so that customers can choose providers by content alone rather than having the pain points of comparing shifting prices and cross-referencing limited time deals.” Tech problems slowing Brits’ online video take-up From Shakespearean performances to pub drinks with friends, it seems any activity can be made virtual now, yet streaming issues may be causing us to shy away from these resources. This is according to research on How Video is Changing the World from content delivery provider Limelight Networks. Globally, 14% of adults are watching seven or more hours of online video every day – making it an important channel for communication and sharing information. However, nearly two-thirds of Brits (61%) have had technical issues with the online video for virtual events in the past two months. Many of these are linked to difficulties delivering high-quality online video with the speed and convenience UK consumers expect. The most common complaint with online video offerings was Internet connectivity problems (36%), followed by videos loading slowly (13%) and poor-quality video (12%). So, which of the services out there are we really using? Doctor, Doctor: Online doctor’s appointments are not very popular among Brits – 68% of UK respondents say they haven’t tried one and don’t plan to do so in the next six months. Feeling chatty?: People are on the fence about virtual gatherings with family or friends – 38% have tried it out in the past two months, but 39% are still convinced they won’t use the technology for the foreseeable future. Another third (32%) have attended or would attend a public event virtually, if they could not attend the IRL version. Let’s get physical: A third of us (31%) have tried an online fitness workout in the past two months, with a further 16% planning to give one a go in the next six months. But half of us (51%) still aren’t tempted by it. Parlez-vous français?: Only 19% of Brits plan on learning a language using online video in the next year. Interest in online classes to learn other hobbies (such as gardening, woodwork, and cooking) was slightly higher, with 24% of respondents considering these services. “Online video is a key part of many online activities, so it’s no surprise that long load times and buffering is frustrating consumers and potentially stopping them from trying out virtual activities,” explains Steve Miller-Jones, VP edge strategy and solution architecture at Limelight Networks. “Our research shows that whether for work or play, people in the UK simply aren’t willing to put up with poor online video experiences. Too often, video latency or a poor-quality picture can prevent virtual activities from delivering the personal connection and experiential benefits that consumers expect.” “Businesses who want to offer a virtual experience need to carefully consider their content delivery strategy. This means choosing the right technology partners who can ensure end users have a high-quality, low latency experience,” he advises. 18 EUROMEDIA