In UK, TV Companies Beat Web Companies on Their Turf

2 Comments

Who’s benefiting from the growth of new media? Old media. That’s especially true in the UK, where use of the BBC’s iPlayer and other online TV offerings is widespread. And now, awareness of traditional TV broadcasters’ on-demand sites has overtaken that of YouTube and iTunes, according to a survey by Deloitte and YouGov commissioned by the Edinburgh Television Festival.

Eighty-four percent of 2,123 people polled said they were aware of the BBC’s iPlayer service, ITV.com and Channel 4’s 4OD — while 76 percent said they were aware of YouTube and 64 percent of iTunes.

News and comedy tied for the most-watched types of video, with 34 percent of respondents saying they watched each category. Thirty percent said they watched music, 23 percent documentaries, 23 percent sports, 7 percent reality TV and 7 percent factual entertainment.

About half of respondents seemed to think their current Internet connection was A-OK for video. Of those surveyed, 53 said “a faster and more reliable internet connection” would not necessarily entice them to watch more clips or TV episodes.

2 Comments

SR

“Eighty-four percent of 2,123 people polled said they were aware of the BBC’s iPlayer service, ITV.com and Channel 4’s 4OD — while 76 percent said they were aware of YouTube and 64 percent of iTunes.”

That’s deceptively worded in Deloitte’s report. 84% were away of at least one of THREE things. That’s not the same as saying 84% were aware of each of those things.

It’s entirely possible – maybe even likely – that YouTube’s 76% is higher than any individual broadcaster’s awareness rating.

Liz Gannes

I have to say, @SR, I was pretty darn well flummoxed by a lot of language in the report write-up. The study didn’t come off sounding particularly scientific.

Comments are closed.