Our entertainment consumption habits have been changing – and even as TV is not the only medium we consume content on, OTT players are looking to differentiate themselves from the competition by combining regular TV habits with TV on-demand ones. Amazon UK recently said it would add 40 live TV channels to stay ahead of rivals Netflix and Sky TV.
GlobalWebIndex’s data shows that on-demand subscription and catch-up services continue to gain traction, being used by about half of internet users each week, however, this does not undermine the importance of live TV.
GWI’s chart shows that around three in four online adults say they watch TV live as it is broadcast on a weekly basis – meaning they’re 50 per cent more likely to be doing this than watching TV on catch-up. Even for the younger age group of 16-24s, who are leading the charge towards online forms of TV, there’s still a 10-point difference between the numbers watching TV live (59 per cent) and via catch-up (48 per cent).