Netflix tops time for UK in-app mobile VOD viewing | Mobile | News | Rapid TV News
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Research from comScore has identified another first for Netflix, this time as regard the amount of time UK viewers spend watching video-on-demand systems from mobile apps.
comScore mobileVOD 18May2018


According to UKOM-approved comScore data taken for March 2018, 6.5 million adults visited the BBC iPlayer app to watch video on either a smartphone or tablet, edging out Netflix which attracted 5.8 million (17% of mobile internet users). Next were the Sky Go app with 3.435 million, ITV Hub (2.487 million) and All 4 (1.6 million).

Yet when it came to time actually spent on the apps — and totally reflecting the fears of BBC Director General Tony Hall about seeing younger generation of viewers flock to the US VOD giants — the research found that Netflix was a clear leader with an average viewing time of 280 minutes per month for mobile users leading to a total of 1.633 billion minutes. For the iPlayer this was an average viewing time of 188 minutes per month for an for a total of 1.218 billion minutes. Even though it had an average of 182 minutes per visitor, Sky generated a total of only 626 million minutes in the month. For the ITV Hub it was 214 average minutes per visitor for a total of 531 million minutes and for All 4, 141 minutes per visitor and a total of 226 million minutes.

Assessing the trends revealed, comScore said the demographic profile of app users might go some way to explain the differences in usage. It suggested that Netflix app visitors tend to be younger than visitors to the traditional broadcaster TV apps and the service has a much younger profile than the total mobile app universe. Indeed, it noted that 55% of adult Netflix app users are aged under 35 compared with only 37% of all app users. By contrast, fewer than two-fifths of the adult audience for BBC iPlayer, Sky Go and ITV are aged 18-34 and they make up only 47% of All 4’s mobile app users, which has the youngest profile of the traditional TV providers.

comScore’s research also suggested that there were also profile differences for both gender and presence of children. It added that example, given the significant presence of sport, it is probably no surprise that Sky Go was the only TV app which had a male bias attracting 54% of users.