95% of UK public stream, plus 4 more TV habits from Rakuten Advertising

The Drum has pulled together the highlights.

Streaming viewers are predominantly multitaskers

• Box-set bingers are unlikely to be giving their undivided attention according to the report, which found that 49% of viewers ‘always’ have their mobile phone on, with a scant 3% turning off completely

• When asked what forms of content constituted a standard viewing session, 67% cited movies, ahead of 52% who prefer to binge-watch their favorite show

• Just 32% are drawn to sporting events and 28% pick out long-form documentaries in general

Connected TV is the primary streaming device

• While connected TV (CTV) remains the medium of choice for accessing streaming content – with 40% ‘most likely’ to fire up the largest screen in the home while viewing – mobile phones are not far behind, with 32% plumping for their smallest screen

• Other common distractions include laptops, tablets and desktop computers, with 3-13% of both men and women electing to consult a second screen while consuming content

But mobiles still play their part

• Asked specifically about mobile phone use while watching streamed television and film, 34% stated that they ‘most often’ messaged others, while 47% browsed the internet

• A further 12% of respondents dug into their pockets to partake in impromptu gaming sessions while sitting on the couch

• The high usage rates can be attributed to the fact that 49% ‘always’ have their phone in their possession while watching streaming TV, with a further 34% having a device to hand ‘most of the time’ and 10% ‘half of the time’

What are they doing on the second screen?

• Quizzed on their reasons for reaching for an internet-enabled device, some 66% of women and 48.4% of men cited ‘general browsing’ as their primary motivation, with a further 21.6% of women and 36% of men searching for products or services

Is there an ad opportunity?

• Crucially, 45% of those asked said they occasionally purchase a product or service searched for while streaming, with a further 24% doing so regularly and 23% rarely – illustrating the potential goldmine the sector represents to advertisers

• 9% stated that they never purchased a product or service while watching

• This explains moves by the likes of Disney+ to introduce an ad-funded subscription tier. Can streaming be an engine of commerce?

Check out the Future of TV hub and subscribe to the newsletter here.