New data into online TV viewing patterns has been published by BARB showing between 1 and 1.5% of additional television viewing can be added to the traditional consolidated television viewing figure.
BARB’s TV Player Report shows that over one billion minutes of television are viewed on PCs, tablets and smartphones in the UK every week. The report uses census-based data that will be used as part of Barb’s online viewing reports being brought in next March.
The data is captured from PCs and tablets. Mobile viewing is not yet included.
22% of all viewing via computer devices comes from 16-34 year olds (who only account for 15% of all TV set viewing). The younger demographic is happy to catch up at a later time with older audiences more likely to watch programming live.
Age profiles also differ significantly between on demand and live streaming.
Just under 40% of all on-demand viewing activity in September was from people aged under 35, whereas only 14% of live streaming across the month was from this age group. Sky Go, the largest of the players for live streaming, strongly favours 35 to 54 year olds, who contributed 62 per cent of all live streaming in the month.
On-demand viewing through TV player apps was largely driven by females, but for live streaming, it is males who dominate. Sky Go has a 58 per cent male profile, reflecting the available sports content on the platform.
Source: Barb
