Young tablet users are more likely to view catch up TV than their older counterparts. The latest KPMG Mediatracker says 43% those between 18 and 24 were especially likely to view catch up TV compared to 26% of 55 to 64 year olds with access to a tablet.
The figures – which are based on a survey of 1,500 people – confirm a generational divide in the way TV programmes are watched. Amongst 18-24 year olds, over 50% opted to stream their favourite TV shows on their personal computers rather than watching it through a television set. One in five (21%) went further, claiming they do not have access to a television set. In addition, while TV programme consumption across all UK households is expected to increase in the next six months, nearly 30% of young people expect to be watching programmes on their computers, at the expense of the traditional TV set (18% expect a decrease).
Commenting on the Media Tracker results, David Elms, Head of Media at KPMG, says: “What we can see is an industry in transition. Catch-up TV is beginning to drive viewing more than live broadcasts and the younger generation is pushing that trend much faster through their rapid adoption of a whole range of viewing devices. This has huge implications for the whole industry. Streaming providers, such as Netflix and Amazon TV, are increasingly able to play at a level playing field with major broadcasters.
“The industry is clearly undergoing a period of rapid change and media businesses need to think on their feet to stay ahead of the curve. The traditional commercial broadcast model, which relies heavily on advertising revenues, will need to adapt and, over time, there are potentially significant implications for TV licence fees.”
The young in particular have an appetite for catch up TV, and while 86% said they had watched in the past month, the group is also turning away from the television as the preferred means of viewing programmes.
Of the four devices monitored by the survey, those aged 18-24 were most likely to report viewing catch-up TV on desktops/laptops (53%), while television lagged in second place at 43%.
By contrast, for the oldest age group (55-64 years), the television was by far the dominant device for catch-up TV (45% reported usage, compared with 24% viewing on a desktop/laptop).
KPMG says there is no sign that viewing of catch up TV has started to peak; the shift away from live viewing is particularly marked in the youngest age range and among the highest earners.
The consultants believe that tablets will see the sharpest gain in viewing patterns with only smart phones expected to remain stable in terms of viewing.
Those aged 18-24 years report that their viewing patterns are also likely to increase for smartphones and tablets, but a slight decline is seen for televisions over the next six
months (18% expect a fall, while 17% anticipate a rise).
