How we consume Broadcaster TV in the UK

Television viewing habits have evolved significantly in recent years, with audiences now having more control over how, when, and where they consume content.

Broadcaster TV is primarily watched in three distinct ways:

• Live TV: Scheduled programming viewed in real time.

• Playback: Content recorded onto a set top box and watched later.

• BVOD (Broadcaster Video on Demand): Catchup TV and boxsets available via streaming services.

Live TV still dominates viewing habits

The data shows that despite the growing availability of on demand and recorded content, live TV remains the dominant choice for viewers. Among adults, live viewing accounts for 76% of the total 3 hours of broadcaster TV watched per day.

Younger viewers (16–34-year-olds) also favour live TV, though to a lesser extent, making up 55% of their 1 hour and 5 minutes of daily broadcaster TV consumption. Notably, BVOD is gaining popularity among this demographic, representing nearly a quarter of their viewing time.

Viewing habits by genre

Our viewing preferences shift significantly depending on the type of content we are watching. As we now have the flexibility to choose when and how we watch, certain genres lend themselves more to live viewing, while others are more frequently watched on demand or via playback.

Sports & News: These are mostly watched live. The excitement of watching sports in real time is unparalleled, and no one wants to find out the final score before watching the match. Similarly, news is consumed live to stay informed about current events as they unfold.

Daily shows: Programmes that air daily tend to be watched live as they fit into our routines. Their content quickly becomes outdated, so viewers prefer to watch them in sync with the rest of the audience.

Drama & Boxsets: These are often watched on a time-shifted basis. People prioritise drama series, opting to watch them at a convenient time when they can be fully engaged, undisturbed, and possibly with other household members. Interestingly, drama series are primarily watched on TV screens rather than on mobile devices, as viewers prefer a more immersive experience.

The impact of devices on viewing choices

Another key factor influencing viewing habits is the type of device used. Different genres tend to be consumed on different screens:

Reality TV: Frequently watched on smartphones and tablets. The younger audience tends prefers the privacy of watching on a personal device rather than experiencing the awkwardness of watching with family members.

Broad entertainment shows: These are more likely to be watched on a traditional TV set, as they often serve as family friendly programming that is enjoyed collectively.

What drives our TV viewing choices?

As television continues to evolve, audience preferences are shaped by factors such as content type, accessibility, and the social experience of watching TV. While live viewing remains the most common way to consume broadcaster TV, the rise of BVOD and playback highlights the increasing demand for flexibility.

Understanding these patterns is essential for media planners and broadcasters looking to engage audiences effectively in an ever-changing digital landscape.

At TVADSWORK we are perfectly placed to create, plan and deliver your complete TV Campaign. For more information on how we can support your brand, email hello@tvadswork.com