The TV Audiences of Tomorrow
The future of media consumption is rapidly evolving. As a result, how should the industry be preparing?
To help meet this complex challenge, we have launched a year long programme of discovery; Tomorrow Calling. In November 2011, Red Bee unveiled new research exploring changing consumer attitudes and behaviours to TV and video. According to the UK-wide survey, British TV and film viewers are hungry for change to the traditional TV status quo and frustrated by a lack of accessibility to content.Panelists
- Tim Hussain, Head of Platform Development and Partnerships, BSkyB
- Sue Unerman, Chief Strategy Officer, MediaCom
- Andy Bryant, Director, Creative, Red Bee Media
- Julia Jordan, Executive Director, Business and Operations, UKTV
- Neil Mortensen, Research and Planning Director, Thinkbox
- While the majority of UK consumers expect to watch the same or more live TV in the future, an overwhelming three quarters (74%) claim that they can’t find anything to watch on live TV on a weekly basis, as a result of confusion caused by the continued proliferation of content, platforms and devices.
- 71% want the freedom to choose what they want to watch, when they want to watch it.
- 45% want access to all back episodes of their favourite programmes.
- 39% want catch up to be available for longer, such as six months.
- 34% are interested in having multi-room wireless access to content on any screen (rising to 42% among 16-24 year-olds).
- 33% want the whole live TV schedule available on catch up.
- More than a fifth (21%) are frustrated when they can’t access a UK programme while abroad.