How brands can capitalise on the addressable TV revolution
Change is coming to TV. In the next five years TV advertising will change more than it has in the last 50.
This transformation will not be the death of TV, but its rebirth in a range of new and wondrous forms, bringing with it new opportunities for advertisers outside of live TV programming.
This global change is being driven by trends such as cord-cutting and time-shifted viewing and the UK is leading the transformation.
The UK is the principal adopter of time-shifted viewing in Europe. More than 8.3m households subscribe to at least one SVOD service, with Netflix – the largest such service – reaching an estimated 6.5m households, according to BARB. IHG estimates that we spent £451m on online TV subscriptions in 2015, representing an annual growth of 42%.
More than three-quarters (78%) of GB adults have watched recorded TV or video on demand at least once in the past 12 months, and 30% have watched live TV online. Ofcom’s Digital Day research reveals that among 16-24 year olds, time spent watching live television has declined to 36% of total viewing time, whilst recorded, on-demand, and live TV now make up 59% of this age group’s viewing.