U.K. consumers prefer streaming to traditional pay-TV services, according to a new study by Roku.
Conducted by National Research Group on behalf of Roku, the study, The Streaming Decade, found that nine in ten respondents use streaming services while seven in ten use traditional pay-TV services. Even older demos are showing a preference for streaming; 77 percent of 57- to 70-year-olds use streaming platforms, and 31 percent added more services in the last year.
Sports is faring well in the streaming era, the report adds, with 51 percent of survey respondents saying they use OTT platforms for live sports, with 55 percent using pay TV.
The study also found that 68 percent of consumers think that having access to new movie releases is a key reason for trying a new platform.
AVOD is increasingly important to consumers, with half of the respondents having used an ad-supported service. In addition, 21 percent of AVOD users have downgraded their pay-TV services in the last 12 months. Among those who signed up for AVOD platforms, 73 percent plan to keep them.
When consumers want to watch something that others are talking about, 66 percent choose streaming services versus 23 percent opting for pay TV.
The survey also indicates that TV streamers are loyal, with almost two-thirds having never subscription-cycled (where they sign up, cancel and then sign up again). Only 3 percent of respondents said they had definite plans to cancel a subscription streaming service in the next year.
“The findings highlighted in our The Streaming Decade report show that TV in the U.K. has reached a tipping point, and streaming is becoming the norm for all ages,” said Mirjam Laux, VP of international at Roku. “With more and more new and interesting content available to consumers, streaming has become the dominant force for consumers. And where consumers go, opportunities follow for brands to engage them with compelling, best-in-class advertising that’s relevant to their interests. Streaming is clearly the future of TV.”