Infographic: 89% of viewers still regularly use the TV to watch their content live

Over three quarters (83 per cent) of Brits still use the TV as a social hub for the household, opting to all watch in the same room, research from BroadStream Solutions has found.

The research, carried out by YouGov, saw 2,274 Brits questioned on their viewing habits and discovered that 89 per cent of viewers still regularly use the TV to watch their content live, although 24 per cent admit they second screen, using their smartphone or tablet device as they watch TV.

According to the data, 88 per cent like to watch sports coverage live, rather than on catch-up, while 81 per cent say that programmes like Britain’s Got Talent, The Voice or X Factor should be watched live.

“The range of services now available to consumers certainly gives them the opportunity to consume TV content in new ways, but the focal point of the living room is increasingly becoming the TV once again,” said Mark Errington, CEO, BroadStream Solutions.

“It is traditional ‘live’ TV that continues to be the cornerstone of any broadcaster’s service, offering the viewer a constant reference point throughout their viewing experience. We also can’t forget that news, sport, and entertainment are all areas that people still want to watch in real-time, whether it’s in order to vote on X Factor or watch their favourite football team, these are events that simply don’t have the same impact when recorded.”

A fifth (21 per cent) of consumers also stated that they have not used any type of on-demand service in the last year.

Despite this, the research discovered that use of VoD players like BBC iPlayer and 4oD have more than trebled in usage over the last decade (from 16 per cent to 57 per cent).

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