Competing with the SVoD giants: UK broadcasters find catch-up success
Viewing habits across the big five European markets–France, Germany, Italy, Spain and the UK–are shifting online. According to Ampere’s Q1 2021 survey, for example, 48% of UK internet users now report that online services are the main way they watch content, up from 37% in Q1 2018. In order to keep these audiences engaged with their content, broadcasters in Europe as elsewhere will be reliant on their online catch-up services.
Across the big five European markets overall, 34% report watching only SVoD services, while 33% watch both SVoD and catch-up services, and just 9% watch only catch-up services. However, in the UK, almost half of consumers (49%) watch both SVoD and catch-up services, 18% watch only SVoD services, while 15% only watch catch-up services, making it the strongest catch-up market in Europe.
The UK is also the only market in the European big five where the most watched long-form streaming service is a local broadcaster’s catch-up platform: 52% of consumers reported watching BBC iPlayer in the previous month, while Netflix was in second on 46%. In comparison, Netflix was the most viewed SVoD or catch-up service in France, Germany and Spain, while Amazon Prime Video topped the list in Italy. Overall, UK broadcasters have been more successful in converting viewers to their catch-up platforms than their European counterparts. As the preference for online content grows across all markets, can broadcasters from the other European markets learn from the UK’s catch-up success?
Annabel Yeomans, Isabelle Charnley
APAC Country Reports: Q1 2022
These reports investigate the media habits of consumers in APAC, including data about viewing habits, device ownership and subscriptions held, based on Ampere's Q1 2022 Consumer Research. Two new markets were added in Q1 2022; Malaysia and South Korea.
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