Faster Broadband Not a Catalyst for Increased Web TV Use

LONDON: According to a Deloitte/YouGov survey for the upcoming Media Guardian Edinburgh International Television Festival, faster broadband speeds are not necessarily an incentive for consumers to watch more content online.

The survey found that 53 percent of the 2,123 viewers polled would not watch more online video clips or TV shows even with a faster and more reliable Internet connection, while 29 percent felt there was little importance in being able to watch television using an online service. In addition, 54 percent said they surfed the Internet while watching TV. This statistic varied by demographic; 74 percent of 18–24-year-olds admit to multitasking while watching TV, as compared with 40 percent of the 55-plus set. More than 80 percent of viewers use personal e-mails while watching TV.

News and comedy were ranked as the most popular forms of online content, each watched by 34 percent of those surveyed, followed by music (30 percent), docs/factual (23 percent) and sports (23 percent). The least popular clips are reality TV shows and factual entertainment, each watched by only 7 percent of the sample. Meanwhile, online sites from major broadcasters are supplanting traditional online video sites; 83 percent of those surveyed were aware of services such as the iPlayer, ITV.com and 4oD, versus 76 percent for YouTube and 64 percent for iTunes.

"Stimulating investment in a next-generation broadband infrastructure for Britain has been at the heart of the Digital Britain debate," said James Bates, the media and telecoms partner at Deloitte. "However, as this survey shows, making high-speed broadband access widely available to consumers is no guarantee that it will be taken up. Demand and willingness to pay for services varies significantly, and there is little evidence that the mass market is prepared to pay substantially more for it. One of the strongest advocates for online television may well be traditional television companies. In an ironic twist to earlier expectations, broadcasters and independent producers may, in the medium-term, be those that benefit most from online television. Broadcasters may increasingly use online television to support their core, traditional objective of maximising broadcast audience size and quality. Online clips, distributed via their own websites as well as third party platforms, are likely to be used to spark interest in their shows. Online catch-up can enable viewers that missed a broadcast episode to keep up with a storyline and remain interested in a series."