The changing landscape of video viewing: Where are we watching now?

In recent years, there has been a significant transformation in the way we consume video content. YouTube is growing rapidly, social media giants like Facebook are endeavouring to compete in the video viewing landscape and TikTok has experienced exponential growth, especially among the younger audiences.

A shift in viewing habits

A look at the data over the last decade reveals an interesting trend.

In 2015, the average person spent approximately 4 hours a day watching broadcast television. By 2023, that number had reduced to around 3 hours per day. This decline in traditional broadcast viewing is mainly attributed to the rise of streaming services and platforms like YouTube.

Overall, we are watching a little more video than we used to but how that viewing is divided over the various platforms has changed.

The pandemic caused some fluctuations in viewing patterns, but these have since stabilised. Within this landscape of more stabilised viewing patterns, there has been a shift from linear (traditional) viewing to on demand viewing as people choose what to watch at a time that is convenient for them.

The rise of on demand content

One of the most notable shifts in video consumption is the move from linear (traditional) television to on demand content.

This change is largely driven by the growing demand for flexibility; viewers want to watch content whenever and wherever it suits them. As a result, streaming services and video on demand platforms have gained significant ground in recent years.

The most significant growth in on demand viewing is in Broadcaster Video On Demand (BVOD), which includes platforms such as BBC iPlayer, ITV X, and Sky VOD. This shift represents a move towards greater content accessibility, where viewers no longer need to adhere to a rigid broadcast schedule.

Professional content still dominates

Despite the rise of on demand platforms, it’s clear that professionally produced content, particularly on linear TV, still captures the bulk of our viewing time.

In 2023, the average person spent just over 3½ hours per day watching video. Of that time, approximately 80% was dedicated to traditional linear television.

This shows that while on demand services are gaining ground, there’s still a strong preference for professionally curated, high quality content delivered via traditional TV networks.

At TVADSWORK, we understand the evolving video landscape and the importance of adapting to shifting viewing habits. If you’re looking to navigate this changing media environment and maximise your brand’s impact, we’re here to help.

Get in touch to explore how TV advertising can work for you in this dynamic era. hello@tvadswork.com