Oliver & Ohlbaum Associates (O&O) has carried out an independent, audience-led study exploring the future of TV in an increasingly internet-based world. Click here to access.
Commissioned by Sky, this report comes in the context of a growing debate around the future of TV distribution in the UK, with the Future of TV Distribution stakeholder forum, chaired by DCMS, established to support a coordinated and collective approach on the issue.
As a contribution to the wider discussions, we examine what audiences value in internet-delivered TV today, what innovations they’re excited about, and potential challenges and solutions around a UK-wide transition to internet-delivered TV so that it is inclusive, helping to realise the opportunities for all.
Our research draws on a combination of desk research, market data analysis, a national consumer survey, consumer workshops and expert interviews. Overall, we find:
Users – including older viewers – are enthusiastic about internet-delivered TV, with 93% finding its features useful, rising to 99% among those aged 70+
The latest generation of voice control has improved accessibility for older or disabled audiences. Future developments are expected to be transformative, with interactions like natural conversations or real-time audio-description and live captions
Consumers are excited about innovations that enhance the TV experience and make TV different from other activities – the chance to lean back and relax, watch together, and enjoy a ‘big screen’ experience. Developments that simplify the experience were also welcome, such as bringing all subscriptions and services together in one TV interface
While many viewers have already made the switch – 94% of UK adults have internet at home and 92% use a video-on-demand (VOD) service – by the mid‑2030s, most viewers will have fully adopted internet‑delivered TV. A planned switchover announcement and process ahead of then would see even more people take up IPTV as the date approaches
For the remaining small group that either cannot or choose not to have IPTV or a broadband connection, consumers in our research favoured forward-looking efforts focused on supporting vulnerable groups to access internet-delivered TV services. Digital inclusion is a much broader question and promises a wide range of social and economic benefits for the UK that extend well beyond the television sector
As an immediate next step, the focus should be on continuing to build out shared evidence base and defining an inclusive, sustainable transition that both supports innovation and further consumer benefits for everyone