Ipsos: Live Viewing Still Dominates Global TV-Watching Habits

PARIS: According to the market research company Ipsos Open Thinking Exchange (Ipsos OTX), 86 percent of global respondents who watch TV indicate that they usually watch programming live, though streaming and downloading are becoming increasingly popular.

Globally, Ipsos found that other popular modes of watching are catching on like streaming or downloading from a computer (27 percent), streaming from the Internet to TV (16 percent), using a DVR or other recording device attached to a TV (16 percent) and on a mobile device (11 percent).

Those most likely to choose watching TV programming on live TV are from France (93 percent), Spain (93 percent), Germany (92 percent), Turkey (90 percent), Argentina (89 percent), Sweden (89 percent) and Australia (89 percent). Those rounding out the middle of the pack are from Brazil (89 percent), Italy (89 percent), South Korea (87 percent), the U.K. (83 percent), Mexico (82 percent), Poland (82 percent) and India (82 percent). Those least likely to watch TV programming live are from Japan (82 percent), Russia (81 percent), South Africa (81 percent), the U.S. (81 percent), China (80 percent) and Canada (77 percent).

Streaming from the Internet to TV is most popular among those in Turkey (44 percent), Russia (36 percent), China (33 percent), South Korea (25 percent), India (23 percent), Sweden (19 percent) and the U.K. (17 percent). Those who are most likely to use a DVR or other recording devices attached to a TV are from Japan (45 percent), the U.S. (40 percent), Canada (32 percent), the U.K. (31 percent), South Africa (27 percent) and Australia (25 percent).

Watching TV on a computer or laptop is chosen most often by those from China (52 percent), Russia (43 percent), Turkey (42 percent), India (40 percent), Sweden (35 percent), South Korea (31 percent) and the U.K. (29 percent). Watching TV programming on a mobile device is most popular among respondents who are from South Korea (26 percent), China (25 percent), India (21 percent), Turkey (20 percent), Mexico (13 percent), the U.K. (12 percent) and Sweden (12 percent).