A new claims streaming has reached a new tipping point with nine in ten respondents saying they are TV streamers compared to the seven in ten who use traditional pay-TV services, such as Sky, BT and Virgin Media.
The National Research Group publication for Roku, found enthusiasm for streaming services was spread across the age groups with 77% of 57-70-year-olds now streaming, with 31% having added more services in the past year.
The move into premium sports by Amazon and the emergence of DAZN has led to 51% watching versus 55% on pay-TV.
For the time being at least there are more sports on pay-TV than streaming services, though the lines are blurred with BT Sport promoting additional functionality on its app, and Sky Sports also available to stream via Now. Roku is taking the streaming path, but despite the move towards streaming it doesn’t have to be an either or.
“The findings highlighted in our ‘The Streaming Decade’ report show that TV in the UK has reached a tipping point, and streaming is becoming the norm for all ages,” said Mirjam Laux, VP International at Roku. “With more and more new and interesting content available to consumers, streaming has become the dominant force for consumers. And where consumers go opportunities follow for brands to engage them with compelling, best-in-class advertising that’s relevant to their interests. Streaming is clearly the future of TV.”
The report also found 73% who have signed up to ad-funded TV (AVOD) services, 73% plan to keep it, while 79% plan to keep subscription services (SVOD) while only 3% have definite plans to cancel a subscription streaming service in the next year.
