Despite growth in on-demand and time-shifted television watching, linear TV still rules among Dutch viewers.
This is the conclusion of the Media:Tijd 2015 (Mediatime 2015) research conducted among 2,900 people in The Netherlands for the second time. The first such research was carried out in October 2013, and is a joint effort of various Dutch research organisations.
“We see an increasing use of online media, but on average the differences compared to 2013, can not be called significant,” said researcher Dunya van Troost, pf Dutch public broadcaster NPO.
“However, the situation is different if we zoom in on the different age groups. The biggest changes occur in the viewing habits of young people (13-19) and young adults (20-34). In those age groups, watching linear TV is declining with respectively 17% and 10% in favour of watching streamed, downloaded or purchased content. We also see that over-35s are watching more time-shifted content.”
The research also shows that people watch TV an average 2:24 hours per day (78% of total viewing time, compared with 2:31 hours in 2013.
The full report is available from a dedicated website Mediatijd, but only in Dutch.
