Time spent viewing
Latest trends in video viewing, this analysis covers a range of platforms including SVOD, broadcaster TV, and online video. Discover key statistics on viewer demographics, average viewing times, and popular content in the UK. From TikTok to traditional TV, gain valuable insights into how audiences engage with video content in 2022.
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Presentation Transcript
Time spent viewing Alzheimer s Society Football Memories
Video viewing has reverted to pre-pandemic levels 6:00 5:30 5:00 HOURS PER PERSON PER DAY (Adults) 4:30 TikTok YouTube Other online video Cinema DVD SVOD Broadcaster TV 4:00 3:30 3:00 2:30 2:00 1:30 1:00 0:30 0:00 2015 2016 2017 2018 2019 2020 2021 2022 Source: IPA TouchPoints, Adults, Average of Wave 1 and Wave 2 2022, Barb and Broadcaster data
How we watch broadcaster TV 16-34s 11% 28% 11% BVOD Playback Live 16-34s Inds 6% 66% 78% 2 hrs 41 mins 1 hr 1 min Source: 2022, Barb / Broadcaster stream data
2022 video viewing 16-34s ALL INDIVIDUALS Average video time per day 4.4% All Individuals: 4 hrs, 30 mins 16-34s: 3 hrs, 47 mins 16-34s 16.5% 11.4% TikTok 26.9% YouTube 2.0% 27.7% Other online video 3.1% 0.3% 0.4% Online 'adult' XXX video 59.5% Cinema 0.3% 24.2% 13.7% Blu-Ray / DVD 5.6% 3.3% SVOD / Other AVOD 0.6% Broadcaster TV Source: 2022, Barb / Broadcaster stream data / ViewersLogic / IPA TouchPoints 2022 (wave 1 and 2) / Pornhub / UK Cinema Association
SVOD is complimentary to TV, but mostly ad free 8:00 All Individuals TV set 7:00 Total Video-Sharing Total SVOD/AVOD Total Commercial Broadcaster AVE HOURS PER PERSON PER DAY 6:00 5:00 4:00 3:00 2:00 1:00 0:00 Non commercial TV viewers 5.2m viewers Lightest 10% Heaviest 10% All viewers of commercial TV in October split into deciles (5.3m viewers each) Source: Barb, October 2022
Broadcasters deliver the biggest hits Top 30 series on UK Television 2022 (All Inds 4+, TV set viewing only) Top 30 series on UK Television 2022 (All Inds 4+, TV set viewing only) Rank 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Channel BBC ITV Netflix BBC ITV BBC ITV ITV BBC ITV BBC ITV ITV ITV ITV Title Series 1 1 3 7 15 16 3 2 6 1 1 4 18 1 3 Ave aud (m) 7.0 6.9 6.9 6.8 6.8 6.7 6.7 6.6 6.6 6.4 6.4 6.3 6.3 6.3 6.0 Episodes 6 4 6 6 14 14 8 4 6 8 6 6 7 4 4 Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Channel ITV ITV CH4 BBC Netflix ITV BBC BBC Netflix BBC BBC Netflix CH4 BBC BBC Title Series 22 1 6 20 4 1 11 11 1 1 1 1 19 6 25 Ave aud (m) 11.4 9.3 9.1 9.0 8.8 8.7 8.4 8.3 8.2 7.5 7.5 7.4 7.4 7.3 7.2 Episodes 22 6 10 26 9 4 8 8 8 6 5 8 16 4 6 Sherwood Our House After Life Shetland Britain's Got Talent The Apprentice The Masked Singer Grace Peaky Blinders The Club The Tourist Bradley Walsh & Son: Breaking Dad Ant and Dec's Saturday Night Takeaway Ridley McDonald and Dodds I'm a Celebrity... Get Me Out of Here! Trigger Point The Great British Bake Off Strictly Come Dancing Stranger Things The Thief, His Wife and The Canoe Call the Midwife Death in Paradise Wednesday Frozen Planet II The Green Planet Stay Close Gogglebox Strike Silent Witness Source: Barb, 2022, individuals. Average audience figures. Consolidated 1-28 days, excludes one-offs, films and sports
ALL INDIVIDUALS Broadcasters account for over 80% of all video advertising Average video advertising time per day 2.5% All Individuals: 17 mins 16-34s: 10.3 mins 12.2% 16-34s 0.4% 9.1% 1.3% TikTok* YouTube* 28.7% 56.2% Other online video 83.6% 4.9% Cinema 1.1% Broadcaster TV Source: 2022, Barb / Broadcaster stream data / IPA TouchPoints 2022 / UK Cinema Association / ViewersLogic to model OOH viewing time * YouTube ad time modelled at 4.1% of content time, TikTok ad time modelled at 3.4% of content time using agency and broadcaster data, Other online modelled at 4% of content time)
