Press release
British Consumers Prefer Streaming to Pay-TV
Roku’s ‘The Streaming Decade’ Report shows viewers love streaming content, creating new advertising opportunities LONDON--(BUSINESS WIRE)-- Roku today
About this update from Roku, Inc.
[{"type":"text","content":"\nRoku’s ‘The Streaming Decade’ Report shows viewers love streaming content, creating new advertising opportunities\n\n LONDON--(BUSINESS WIRE)--\nRoku today revealed the results of its study of UK consumer TV viewing behaviour and preferences. Conducted by National Research Group, a leading global insights and strategy firm, on behalf of Roku, findings published in ‘The Streaming Decade’ report show that TV streaming has reached a tipping point, with nine in 10 survey respondents saying they are TV streamers versus only seven in 10 who use traditional pay-TV services such as Sky, BT and Virgin Media. This is reflected across age groups, 77% of 57-70-year-olds now stream, and 31% had added more services in the past year.\nThis press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20211006005625/en/\nThe research established that streaming enables premium content opportunities for viewers. Live sport, traditionally the bastion of live pay-TV, has now become almost as popular on streaming services with 51% watching sport via such services versus 55% on pay-TV. Alongside this, movie fans love streaming, with 68% of consumers stating that having access to a new movie release is a key reason they would try a new streaming service.\n\nStreaming now represents a valuable opportunity to advertise to consumers too. Half of those surveyed say they have ad-supported services, while 21% of ad-funded video-on-demand (AVOD) users are “cord-shavers” who have downgraded their pay-TV services in the last 12 months. Four in five AVOD viewers use another device while streaming, which also creates cross-screen advertising prospects.\n\n“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.”\n\nThe research also found that:\n\n\nMore than half of consumers say they're going to watch as much TV as they did during the pandemic even as restricti...