A new report for the Department for Culture, Media and Sport says while a natural shift towards IPTV can be expected, a significant number of households still rely solely on DTT, and without government intervention, some groups may find it difficult to adopt IPTV.
Revealing Reality considers the future of TV distribution and the barriers, motivations, and preferences of TV viewers. The report was commissioned by DCMS to understand the barriers preventing DTT only users from adopting IPTV
It says more UK households are incorporating internet-based TV (IPTV) into their viewing habits, often alongside traditional platforms such as digital terrestrial television (DTT), cable, or satellite. Over the next decade, the number of IPTV only and hybrid households is expected to grow, gradually becoming the majority.
At the same time, maintaining the DTT network is becoming increasingly costly and less sustainable. The infrastructure costs remain broadly fixed, meaning that as the number of DTT viewers declines, the cost per remaining viewer rises.
Revealing Reality’s report found many DTT only users were satisfied with their current setup and had never actively considered switching. Some lacked awareness of IPTV options, while others misunderstood what IPTV entailed. Misconceptions included assumptions that IPTV required a costly pay-TV subscription, that they would lose access to live TV, or that IPTV would be complex to set up and use.
It also uncovered concerns and issues around broadband. While most DTT only users had broadband, some faced issues with reliability and therefore assumed IPTV might not work consistently in their homes. A small number had no home broadband, either due to financial reasons or personal choice, relying instead on mobile data for internet use.
Improved internet access acted as a prompt for some to make the move to IPTV, while external prompts, such as moving home, often provided a natural moment to reconsider TV setups, particularly when purchasing new household items.
Asked how they would feel if DTT were switched off, many participants were unconcerned, believing they could adapt if necessary – this was especially the case for hybrid users who had already connected to IPTV but continued to use DTT. Many had already considered switching to IPTV but had not prioritised it.
A few reported that they would not be able to afford the costs associated with IPTV, either for a broadband subscription or new equipment. There were also concerns about what might happen if their internet connection were lost.
