A new survey has for the first time exposed the huge growth in popularity of on-demand TV and Internet video.
In a survey of UK 2168 online adults the research showed that more than half of UK residents (57%) watch up to 10 hours or more of on-demand TV or recorded TV each week. This is TV that either supplements or replaces broadcast TV viewing.
The same survey also found that women watched more on-demand or recorded TV than men (58% vs. 55%). Seniors (55+) and young adults (18-24) watched the most on-demand or recorded TV (60%); 25-34 year-olds watched the least (51%).
The most common methods for recording programmes in the UK were Sky+ (22%), personal video recorders, and VHS machines (27%).
On demand services are also used for later recorded viewing. 11% use On demand TV services, whilst 16% use internet catch up services, such as the BBC iPlayer.
The survey, carried out by YouGov looked at the changing habits of TV viewers across the UK. The survey also examined today's consumer habits across different media platforms and devices including TVs, PCs and mobile phones.
The primary findings of the survey were:
More than half (57%) of all UK residents 'time-shift' their TV viewing, using on-demand TV services or recording live television for viewing later.
Of the 57% who time-shift content, about one-third watch at least three hours of on-demand TV per week.
About half of online UK residents (48%) have watched video or TV on the Internet, with the vast majority using Internet-based TV services for on-demand viewing (70%).
Of that 48%, 22% have watched Internet TV or video over the past 7 days.
The survey also found that Internet TV and video are quickly becoming established as regular channels for consuming video content, changing the viewing habits and experience for a new generation of viewers.
Of those who have watched Internet TV or video, the survey found that:
They expressed a clear preference for better Internet video content (56%),
Better Internet TV quality (47%), and
The desire to watch more Internet video on TV rather than the computer (38 percent).
Most people watch Internet TV or video in their home office or study (68%), followed by a communal room at home (39%) and then at work (20%).
The biggest drivers which would encourage more people to watch Internet TV or video are:
More free content available (56%),
Quality of picture (47%) and
The ability to watch Internet video on a TV screen, rather than a computer (38%).
In terms of content:
Entertainment (27%) and
Short videos (42%)
are the most popular type of content to watch on computer rather than on TV.
Just 9% of people use their mobile phone or PDA to watch Internet TV or video.