As thought leaders in streaming and TV streaming research, Roku partnered with the National Research Group to conduct a survey to better understand UK consumer TV viewing behaviours and preferences. The learnings from the Streaming Decade report* have given us valuable guidance and insights into how TV streaming has become an indelible part of consumer behaviours nationwide. Let’s examine some of the most compelling findings from the reports.
Who is streaming TV in the United Kingdom? Turns out, it’s everyone
What was once a destination for the young and tech savvy has become a place for everyone. Our data indicates that while younger generations are still streaming at the highest rates- Generation Z at (93%), Millennials at (94%), and Xers at (90%), Boomers are not far behind (77%). And with 31% of Boomers adding more streaming subscriptions to their households this year, they are just as likely to have 3-5 services like their younger counterparts.
Even as life returns to normal, streaming TV is here to stay
While the pandemic may have accelerated the rise of streaming in the UK, survey respondents indicate that their streaming behaviors are unlikely to change as pandemic restrictions are lifted. In fact, more than half of consumers say they're going to watch as much TV as they did during the pandemic. Of those who say they will watch as much or more, 40% say it’s because they simply love television.
“Amid a year of uncertainty, this survey puts data behind what we at Roku have believed since our founding in 2002: all TV will be streamed,” says Mirjam Laux, VP International Platform at Roku. “
Streaming TV is becoming a preferred way to watch
Research has shown consumers remain loyal once they have become active subscribers. Our survey found that nearly three quarters (73%) of users who subscribed to advertising video on demand, or AVOD services intend to remain users, and 79% of subscription video on demand, or SVOD users intend to maintain those subscriptions. Nearly two-thirds of UK consumers have never subscription-cycled (signed up, cancelled, and signed up again), and only 3% have definite plans to cancel an existing subscription streaming service in the next year.
Streaming TV is future-proofed
As consumers flock to streaming, brands and marketers are seeing the benefits of adding streaming to their strategies, too. The evolution of streaming TV has driven down entry costs, allowing campaigns to connect with better audiences, and brands to reduce wasteful spending. Further, streaming TV doesn't rely on cookies - instead using data self-reported from first-party sources. First party data is user supplied, and reliant on relationships and trust built between Roku and streamers.
Interested in learning how your brand can add streaming to its campaign mix in order to build more robust, omnichannel campaigns that capture audiences where they live? Contact us.
*Methodology: Between July 24 and July 30, 2021, on behalf of Roku, Inc. NRG surveyed online n=934 18-70 year olds in the U.K. who watch at least 5 hours of TV per week via traditional pay TV (i.e. cable, satellite, or telco service) or a streaming service.
