One in four UK viewers spend more time watching TV through 'on demand' services, than they do watching traditional 'linear' broadcast TV, according to new Smart TV research by YouGov.
YouGov's new syndicated 'Smart TV' tracker also revealed usage of on-demand is more pronounced among people aged 18-24 years; 41% of whom say the majority of the TV they watch is now 'on demand'.
The tracker, which is conducted quarterly, identifies Smart TV ownership patterns by examining 1000 owners of Smart TVs taken from a YouGov proprietary panel of 400,000 UK consumers.
Among people who own Smart TVs over a third (35%) say that the majority of their TV viewing is 'on demand'. This is also the case for over half (53%) of 18-24 year olds with a Smart TV and half (51%) of Smart TV owners with pre-school children.
Commenting on the results, YouGov said: "These figures show that Britons are entering into a new paradigm in the way that TV is consumed—'TV 2.0'. Whilst it is known (from industry sources such as BARB) that linear TV is still growing, alongside this there is a huge growth in on-demand consumption.
"TV 2.0 is all about consumers rather than schedulers deciding what to watch and when; whilst linear TV is still at the core of most things that most people we watch, the next generation who are growing up with the internet's new mode of serving and searching content will increasingly focus their viewing attention to on-demand services."
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