A report into the current state of television conducted by Digital Spy, the entertainment site, has found that “live TV remains king” with 75% of viewers preferring it to pre-recorded material with 36% viewing such material on their mobile and nearly half watching it online.
Sky remains the premier platform for live viewing, with a 57.5% market share but PCs and Macs are swiftly catching up with a combined share of 45.7%.
The survey also found that live TV viewers are keen multi-taskers with many utilising a second screen for surfing the web, checking emails or updating social media accounts whilst viewing.
When asked how the internet had enhanced their TV viewing 66.2% found it let them 'watch what they want, when they want', 20.4% said it made it easier to discover new shows, while 6.3% said it improved their interaction with others while watching TV.
Despite the pervasion of social media traditional media reviews remain the most important source for TV recommendations, followed by TV listings at 26.2% and word of mouth at 20.1%. Advertising at 19.4% was also important, while social media accounted for a mere 10.8%.
Digital Spy editor David Moynihan said: “It is interesting to discover that such a large number of people still prefer to watch TV live, especially with the emergence of TV on demand and additional +1 TV channels. It is also exciting to witness the further migration of TV viewing to mobile, PC, Macs and iPad and the enormous implications for the future of broadcast and the relative influence (or not) of social media in this space.”
More than 3,300 UK individuals contributed to the survey.