Research |
Report: UK broadcaster TV app viewing tops OTA
TiVo has released its 2025 TiVo
UK Video Trends Report, calling
for established broadcasters
to keep innovating to meet UK
audience’ s evolving digital habits.
For the first time, the report
reveals more than half( 52.7 %)
of broadcaster television content
is being watched via apps rather
than traditional over-the-air
transmission( 48.3 % now overthe-air
, down from 52.9 % last year
and 61.2 % in 2023) – marking
a major shift in how audiences
access and engage with major UK
TV channels.
This milestone comes as
the UK’ s television landscape
undergoes major change, with
evolving TV licence models,
Ofcom Media Act regulations
rolling out and the longer-term
transition away from DTT on the
horizon. Established broadcasters
( e. g., BBC iPlayer, Channel 4 or
ITVX) are captivating almost a
third of daily UK viewing already
but need to keep audiences
entertained with choice and
convenience. Almost two thirds
( 64.2 %) of UK viewers use more
than one app in a typical viewing
session and nearly half( 48.6 %)
find the process frustrating.
Meanwhile, free, ad-supported
AVoD / FAST services( e. g., Pluto
TV, Tubi) continue a rapid ascent,
with 52.5 % of UK viewers now
using them, a 10 % year-onyear
increase. Complementing
this, Smart TV ownership has
climbed to 80.9 %( up from
76.5 % in 2024), and nearly one
in five households( 19 %) plan to
purchase a new Smart TV before
the end of the year, indicating
that consumers increasingly value
built-in streaming apps, userfriendly
interfaces and connected
ecosystems.
“ As streaming options
multiply, the challenge for
viewers isn’ t access to content,
it’ s finding what to watch easily,”
said Stéphane David, head of
content partnerships & business
development, EMEA at TiVo.“ Our
UK research shows audiences
are increasingly frustrated
with jumping between apps.
They’ re asking for simplicity,
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one experience that unites great content with tailored, relevant recommendations. That’ s the content-first experience TiVo OS delivers. It brings together streaming, live TV, and sport in a single, intuitive interface, powered by AI-driven personalisation to help viewers spend less time searching and more time watching what they love.” Additional 2025 TiVo Video Trends Report: UK Highlights:
• SVoD habits shift amid cost pressures: 84.5 % of respondents use at least one SVoD service such as Netflix and Prime Video( up from 81 % in 2024), with nearly half now subscribing to adsupported tiers( up from 37 % in 2024). Although, 40.6 % say they’ re likely to cancel an SVoD service within the next six months( increasing 6 % from 2024), with the most common reason that they only subscribed to watch a specific programme( 24.5 %), showing the need to keep audiences engaged with additional relevant content.
• Local content is a powerful draw: Nearly 75 % of daily content consumed is UK-produced, including a growing share of hyper-local programming that makes up about an hour of viewing every day.
• In-car video viewing continues to rise: 34.2 % of respondents now watch video in-car( up from 30.5 % in 2024), mostly on smartphones or tablets, signalling how mobility is becoming a new frontier for video consumption.
• Pay-TV remains resilient: 25 % of viewers plan to cut the cord within six months, but 31.3 % of current pay-TV users have previously unsubscribed and later rejoined( up from 27.7 % in 2024), showing that live and bundled content continues to hold value for those seeking convenience and comprehensive access.
• Ready to shop from the sofa: Almost half( 49.6 %) of UK consumers are open
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to buying something directly
from the TV screen, opening
new revenue and brand loyalty
opportunities for advertisers
and retailers.
Forecast: German media revenues to exceed € 16bn in 2025
According to the annual autumn
forecast issued by VAUNET,
the German Media Association,
revenues from audio and
audiovisual media in Germany are
expected to exceed € 16 billion for
the first time in 2025.
The figure includes
advertising, subscription and
usage fees, and transaction
revenues. VAUNET predicts total
revenues of € 16.2 billion for 2025,
an increase of 3.3 % on the € 15.6
billion recorded in 2024. This
growth stems almost entirely
from the strong performance of
the audio and video streaming
sectors, both in advertising and
in paid content. At the same
time, economic pressures and
competitive distortions continue
to slow market development and
create major uncertainty for the
industry.
These findings come from
VAUNET’ s revenue statistics
for 2024 and its 2025 market
projections for the audio and
audiovisual media market in
Germany.
Frank Giersberg, managing
director of VAUNET, commented:
“ Demand for audio and
audiovisual media content
continues to rise in Germany.
Yet a closer look at individual
segments also shows that the
economic climate is leaving
its mark on the media sector.
Growth is mainly concentrated
in paid streaming services and
in streaming audio and video
advertising. And it is precisely in
these growth segments that we are
witnessing the worrying and everincreasing
market power of global
big-tech corporations.”
Claus Grewenig, chairman of
the board at VAUNET, added:
“ Market trends highlight the
urgent need to establish a level
playing field in competition
with big-tech platforms, so that
the market’ s transformation
does not bypass media outlets.
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A robust and sustainable financial framework, updated platform regulation and broader opportunities for cooperation must all be implemented swiftly. Policymakers and all stakeholders along the value chain are called upon to play their part in strengthening responsible media offerings.”
According to VAUNET’ s autumn forecast, combined advertising revenues from audio and audiovisual media are set to remain broadly stable in 2025(+ 0.2 %), though individual segments will develop differently. In total, audio and audiovisual advertising in Germany is projected to generate around € 6.1 billion( 2024: € 6 billion).
For 2025 as a whole, VAUNET expects net revenues in the audio advertising segment to climb by 2.5 % to approximately € 848 million( 2024: € 828 million). Within this, radio advertising is forecast to edge up 1 % to € 714 million( 2024: € 707 million), while audio-streaming advertising is expected to record double-digit growth of 11 % to € 133 million( 2024: € 120m).
VAUNET expects audiovisual advertising revenues to decline by 0.1 %, with net advertising revenues remaining largely stable at around € 5.2 billion( 2024: € 5.2bn). Within this segment, television advertising is set to decline by 7 % to € 3.3 billion( 2024: € 3.6bn), while videostreaming advertising is expected to grow by 15 % to around € 1.9 billion( 2024: € 1.6bn), more than offsetting the shortfall.
VAUNET forecasts revenues from paid content to grow by 6.7 % to € 8 billion in 2025, exceeding the € 8 billion threshold for the first time( 2024: € 7.5bn). Within this segment, pay-TV is expected to remain stable at around € 2.1 billion, while paid VoD is projected to continue its dynamic growth, rising by 9 % to approximately € 3.7 billion( 2024: € 3.4bn). Revenues from paid audio are set to increase by 10 % to about € 2.2 billion( 2024: € 2bn). The teleshopping sector is forecast to hold steady at the previous year’ s level of € 2.1 billion.
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