Viewers increasingly demand a personal TV experience

A deeper, regional dive into a recently released report from Arris, shows an increasing homogeneity – along with a few big differences – in how viewers consume entertainment across the globe.

While the report shows broadcast TV is still going strong, it also shows that streaming has become an everyday event for a large percentage of the global population, suggesting that as more streaming services debut globally – a la Netflix – consumers will demand more personalization, and increasing control over their experience.

Broadcast TV viewing ranked high in every region.

In North America, 82% of viewers watch between one and five hours of broadcast TV each week.

Additionally:

–       93% watch free broadcast TV.

–       93% watch pay-TV.

–       88% watch streamed content via and on-demand TV service or a catch-up TV service.

–       78% watch Internet TV with/without an attached box.

–       69% watch via a paid SVOD service like Netflix.

–       Viewers watch about 15 hours a week of free TV and 11 hours of pay-TV; but they also reported watching 8 hours of Internet TV with/without an attached box, 6 hours of streamed on-demand or catch-up TV, and 6 hours a week of SVOD services… as well as an additional 3 hours a week on user-generated content.

In EMEA, at least 91% of viewers watch at least one hour of broadcast TV a week.

Additionally:

–       97% watch free broadcast TV.

–       93% watch pay-TV.

–       93% watch streamed content via and on-demand TV service or a catch-up TV service.

–       85% watch Internet TV with/without an attached box.

–       58% watch via a paid SVOD service like Netflix.

–       Viewers watch about 13 hours a week of free TV and 11 hours of pay-TV; but they also reported watching 7 hours of Internet TV with/without an attached box, 7 hours of streamed on-demand or catch-up TV, and 5 hours a week of SVOD services… as well as an additional 3 hours a week on user-generated content.

In APAC, broadcast TV is in 96% of households.

Additionally:

–       96% watch free broadcast TV.

–       95% watch pay-TV.

–       92% watch streamed content via and on-demand TV service or a catch-up TV service.

–       90% watch Internet TV with/without an attached box.

–       78% said they watch via a paid SVOD service like Netflix.

–       Viewers watch about 11 hours a week of free TV and 10 hours of pay-TV; but they also reported watching 7 hours of Internet TV with/without an attached box, 7 hours of streamed on-demand or catch-up TV, and 6 hours a week of SVOD services… as well as an additional 4 hours a week on user-generated content.

In the Caribbean and Latin America region, broadcast TV has a 97% penetration rate.

Additionally:

–       97% watch pay TV.

–       95% watch free broadcast TV.

–       86% watch Internet TV with/without an attached box .

–       85% watch streamed content via and on-demand TV service or a catch-up TV service.

–       64% watch via a paid SVOD service like Netflix.

–        Viewers watch 11 hours a week of pay TV, 8 hours a week of streamed content via streamed on-demand TV service or a catch-up TV service, 7 hours of free broadcast TV, 7 hours of Internet TV with/without an attached box, and 4 hours a week of SVOD service… along with 4 hours a week of UGC.

Streaming Content

The survey also found that users globally were watching streamed content more frequently than in the past. Some 63% of viewers in 2014 watched streaming content three or four days a week or more, compared to 57% in 2012-13. Just 19% streamed less than once a week, meanwhile, down from 28% in 2012-13.

In North America:

–       21% of Canadians and 24% of Americans stream daily.

–       34% of Canadians and 28% of Americans “never” stream.

–       57% of Americans stream at least three or four days a week, with 51% of Canadians doing the same.

–       54% of streamers watch content on laptops, with 43% watching on desktop computers, 32% on smartphones and 30% on tablets.

–       8% watch TV for more than five hours on smartphones, while 12% watched five or more hours on a tablet.

–       18% of viewers 16-24 years old had reduced or canceled their pay-TV subscription because they could access the content they wanted through the Internet; 25-34 year olds (22%) and 35-44 year olds (16%) followed.

In EMEA:

–       French viewers were least likely to stream content in 2014. Just 9% streamed daily, while 44% streamed once or twice a week. About 54% of Swedish viewers streamed one or twice a week.

–       The countries with the highest-frequency streamers, those who streamed daily, included: Turkey (36%), Spain (32%), and the U.K. (18%).

–       50% of streamers watch content on laptops, with 44% watching on desktop computers, 37% on smartphones and 27% on tablets.

–       11% watch TV for more than five hours on smartphones, while 14% watched five or more hours on a tablet.

–       17% of viewers 16-24 years old had reduced or canceled their pay-TV subscription because they could access the content they wanted through the Internet; 25-34 year olds (15%) and 35-44 year olds (11%) followed.

In APAC:

–       Just 9% of Japanese viewers stream daily, but 56% said they streamed once or twice a week.

–       India had the highest percentage or daily streamers (37%), followed Singapore (26%) and Australia (20%).

–       63% of streamers watch content on laptops, with 60% watching on desktop computers, 50% on smartphones and 39% on tablets.

–       17% watch TV for more than five hours on smartphones, while 21% watched five or more hours on a tablet.

–       A whopping 25% of viewers 16-24 years old had reduced or canceled their pay-TV subscription because they could access the content they wanted through the Internet; 25-34 year olds (23%), 35-44 year olds (17%) and 45-54 year olds (16%) followed.

In CALA:

–       More than half (53%) of Chileans stream content daily, followed by Brazil (44%), Argentina (43%) and Mexico (42%).

–       83% of Brazilian and Chilean users watch streaming video at least once a week.

–       Argentinians have the highest percentage of users (26%) who watch streaming video less than once a week.

–       60% of streamers watch content on laptops, with 54% watching on desktop computers, 44% on smartphones and 32% on tablets.

–       17% watch TV for more than five hours on smartphones, while 20% watch five or more hours on a tablet.

–       16% of viewers 16-34 years old had reduced or canceled their pay-TV subscription because they could access the content they wanted through the Internet.

Content Binging:

Globally, about 80% of viewers say they binge on content.

In Canada and the United States, 80% of consumers binge on content, with a similar percentage of Americans (27%) and Canadians (26%) binging at least weekly. About half (49%) of U.S. consumers binge at least monthly, compared to 46% of Canadian consumers.

In EMEA, about three quarters (76%) of viewers binge on content.

Half of Turkish viewers and 41% of Spanish viewers binge at least once a week.

Viewers in the United Kingdom (37%), Sweden (29%) and France (28%) “never” binge, but nearly one in five (19%) U.K. viewers binge at least weekly.

In APAC, 83% of viewers binge, with 47% of Indian viewers and 36% of Japanese viewers binge at least weekly. About one third (31%) of Australian viewers and 25% of Japanese viewers “never” binge, but 21% of Australians and 36% of Japanese binge at least weekly.

In the Caribbean and Latin America region, 80% of users binge view content, with viewers in Mexico (48%), Argentine (46%) and Chile (46%) all binging at least once a week. Mexico has the lowest percentage of viewers reporting they “never” binge at 9%, followed by Chile at 10%, Argentina at 15% and Brazil at 17%.

Arris also found that more than two-thirds (68%) of viewers globally are interested in a personalized TV experience, one that recommended TV content based on programs they watch on a regular basis.

And, said the company, a pain point for many consumers was lack of storage for saving content. Nearly two thirds (62%) of respondents said they’d be willing to watch “a few” ads in exchange for expanded storage on their DVR.

Stay tuned.

Jim O’Neill is Editor of Videomind and Principal Analyst at Brightcove. You can follow him on Twitter @JimONeillMedia and on LinkedIn