UK Digital Video and TV 2017: Who's Watching, How They're Watching and What It Means for Marketers - eMarketer
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UK Digital Video and TV 2017: Who's Watching, How They're Watching and What It Means for Marketers

eMarketer Report

By: eMarketer

Published: March 01, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Consumers in the UK continue to have a voracious appetite for digital video content. But while they’re watching more content across more platforms and channels, it’s still difficult for advertisers to keep up.

  • The UK is a mature digital video market, with digital video viewing one of the most common digital activities. Slow growth will continue, with impetus coming from the youngest and oldest age groups.
  • Mobile viewing is increasing at the expense of desktop/laptop viewing, but smart TVs are also seeing robust growth in usage. This demonstrates the continuing appetite for long-form content viewing on the big screen.
  • There’s a fairly clear correlation between device choice and content type, with mobile taking up most of the short-form viewing share and larger screens accounting for greater proportions of long-form content viewing.
  • YouTube dominates shorter video, but in the long-form arena, platform providers are borrowing the best elements of each other’s service to appeal to an already well-served audience.
  • For advertisers, subscription video services are largely ad-free and thus off-limits, while ad-supported services are tricky to monetize, with a discerning audience used to relatively unobtrusive TV advertising. The greatest levels of engagement with video ads are being seen on social media channels via mobile devices.

"There will be more digital video viewers than smartphone users in the UK in 2017, hinting at a very mature digital video marketplace."

Table of Contents

The Digital Video Audience: Who’s Watching

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Devices, Content and Platforms: How and What People Are Watching

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Monetization: What Marketers Need to Know

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32 charts are included in the full report:

UK Digital Video and TV 2017: Who’s Watching, How They’re Watching and What It Means for Marketers

Select UK Digital Usage Metrics, 2017 (% of population)

The Digital Video Audience: Who’s Watching

UK Digital Video Viewers and Penetration, 2015-2021

Select UK Digital Usage Metrics, 2017 (% of population)

Demographic Drivers: Youngest and Oldest Fuel Growth

UK Digital Video Viewers, by Age, 2015-2021

UK Digital Video Viewer Penetration, by Age, 2015-2021 (% of internet users in each group)

Market in Context: Changing Viewing Habits

Average Time Spent per Day with Major Media by UK Adults, 2013-2018 (hrs:mins)

Devices that UK Internet Users Will Use to Watch TV During the Christmas Season, Sep 2015 & July 2016 (% of respondents)

Devices, Content and Platforms: How and What People Are Watching

UK Smartphone Video Viewers and Penetration, 2015-2021

UK Tablet Video Viewers and Penetration, 2015-2021

Video-on-Demand (VOD) Viewing Share Among UK VOD Viewers, by Device, Q3 2014-Q3 2016 (% of respondents)

Device Penetration Among UK Internet Users, Aug 2016 (% of respondents)

Devices Owned by Households with Children in North America and the UK, by Age of Child, Sep 2016 (% of respondents in each group)

Reasons that UK Internet Users View TV/Video Content via Apps on a Smart TV, Nov 2016 (% of respondents)

Content: Choices Predicated by Screen Size and Demographics

UK Smartphone Owners Who Watch Video via Smartphone, by Type, June 2016 (% of respondents)

Share of Time Spent Watching Digital Video in Europe, by Device and Video Length, Q3 2016 (% of total on Ooyala's network)

Weekly Time Spent Watching YouTube Among UK Children/Teens*, Sep 2016 (% of respondents)

UK Children/Teens Who Watch Video-on-Demand (VOD)* Content, by Age, 2015 & 2016 (% of respondents in each group)

UK Short-Form Video Viewers Who Are Viewing More Short-Form Video, by Age, Sep 2016 (% of respondents in each group)

Average Time Spent Viewing Short-Form Video per Viewing Session According to UK Short-Form Video Viewers, by Age, Sep 2016 (minutes)

UK Millennial vs. Total Internet Users Who Subscribe to Select Subscription Video-on-Demand Services, Sep 2016 (% of respondents in each group)

Platforms: Service Providers Find Common Ground

Top 5 UK Digital Video Services, Ranked by Monthly Unique Users, Aug 2016 (millions and % reach)

Video-on-Demand Services Used by UK Internet Users to View Movies/TV Shows, Aug 2016 (% of respondents)

Digital Video Content Viewed by UK Internet Users, Q2 2016 (% of respondents)

Subscription Video-on-Demand Services Used by UK Internet Users, by Demographic, April 2016 (% of respondents in each group)

Monetization: What Marketers Need to Know

Subscription Video-on-Demand Metrics in Select Countries, 2015

Paid Netflix Subscribers in Select Countries in Western Europe, 2012-2020 (thousands)

Ad-Supported Video Services Are Tough for Advertisers

Types of Ads Disliked by Internet Users in the US and Western Europe*, June 2016 (% of respondents)

Attitudes Toward Digital Video Advertising According to UK Short-Form Video Viewers, Sep 2016 (% of respondents)

UK Digital Display Ad Spending Share, by Format, H1 2016 (millions of £ and % of total)

Video Ads Still Influential, Particularly via Mobile and Social

UK Digital Ad Spending, by Format, 2015-2020 (millions of £, % change and % of total)

UK Mobile Ad Spending, by Format, 2015-2020 (millions of £, % change and % of total)

App Install Ad Channels/Formats that Are Most Effective According to Mobile App Developers Worldwide, Q3 2016 (% of respondents)

Brand-Related Social Media Activities Conducted by Social Video Viewers in Select Countries, Oct 2016 (% of respondents)