New research from Discovery Networks has revealed a growth of multi-screening, catch-up services, social TV and content snacking viewer behaviours that the leading broadcaster sees as fundamental to the development of TV Everywhere.
The Discovery Networks report The Rise of the Television Everywhere Audience, in cooperation with The Future Foundation, surveyed 5,000 TV viewers across 10 CEEMEA markets: Bulgaria, Czech Republic, Hungary, Poland, Romania, Russia, South Africa, Turkey, Ukraine and UAE in addition to in-depth interviews with an expert, industry panel.
It found that television is adapting, evolving and growing to accommodate entirely new viewing behaviours in an increasingly connected, time-precious, fragmented world. Discovery added that multiscreen living across technology platforms is becoming increasingly commonplace, whilst there is a growing appetite for off-schedule viewing via catch-up TV services. At the same time, Discovery said that there is a rising demand for short-form content that allows viewers to ‘snack between bigger TV meals’.
Across CEEMEA, 52% have watched live television online in the last six months and nearly three quarters (72%) would prefer to watch TV when they want rather than when the schedule dictates. Cementing the idea that new viewer typologies are emerging due to the second screen, the survey found that just over half (51%) are interested in a service that recommends TV shows based on preferences and viewing history and over two thirds (68%) looking up information online about a programme while watching it. Just over a third (34%) talk about programmes they are watching online via social networking sites.
“It’s an incredibly exciting time for the TV industry and viewers who are relishing the greater freedom they have to access and interact with content across multi-screens and social media. This study shows people are watching more linear TV than ever before and how traditional TV viewing is being supplemented and enriched with new audience behaviours across CEEMEA markets,” said Caleb Weinstein, SVP & GM Distribution, Discovery Networks EMEA.