Member Research: Streaming Surges in Lockdown

Spanning markets in the UK, US, Germany, Denmark, Sweden, Norway and Finland, AudienceProject’s research shows that streaming has accelerated dramatically during lockdown, with reported weekly traditional TV viewing continuing to drop in all markets except for Finland – however, the rate of viewing decline for traditional TV has slowed compared to previous YoY indications. Meanwhile, there has been a big jump in reported consumer attention for streaming services.  

See below for some of the key findings from the study, relating to the UK specifically:

• 77% of are streaming on a weekly basis compared to 57% in 2019  

• 79% watch traditional TV on a weekly basis compared to 80% in 2019 

• 27% have watched less traditional TV and streamed more compared to last year (this is the highest share among covered markets) 

• 17% are not watching traditional TV but are streaming 

• Top five streaming platforms in the UK:

  1) Netflix 2) Amazon Prime 3) BBC iPlayer 4) YouTube 5) All 4 

• 27% consider watching content on YouTube as watching TV

For more insights, download the full report here.