Live Still Dominates U.K. TV Viewing


New data from Enders Analysis reveals that while habits are shifting, live still commanded a 57 percent share of time spent with the TV set in the U.K. over the last year.

Tracking viewing among audiences 4-plus between June 2020 and May 2021, Enders Analysis found 79 percent of broadcast content viewed on television is watched live, with a further 8 percent seen later on the same day.

Enders also reports that the top 100 broadcasts in the last year produced comparatively high levels of timeshifted viewing. However, 93 percent of TV viewing between June 2020 and May 2021 was to programming outside the 1,000 most-viewed broadcasts, and of this, almost 80 percent was watched live.

The data goes on to reveal that 86 percent of broadcast content viewed across devices is seen on the day of broadcast. News and sports are most likely to be watched live, but even non-soap drama and children’s shows commanded significant live broadcast numbers.