Multichannel Consumers - UK: Industry Research Report

Multichannel Consumers - UK

Published Date: April 2007

Published By: Mintel International Group Ltd.

Page Count: 103

Order Code: R560-2591

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Issues in the Market: Main issues; Definition; Abbreviations
Market in Brief: A market set for continued growth…; …with increasing willingness to use advanced features; Broadcasters fighting against other media…; …as well as each other; Can television compete against new media?; Innovation is key…; …even if viewers are sticking to traditional viewing patterns
Internal Market Environment: Key Points; Analogue switch off will drive multichannel adoption; Plummeting price of Freeview equipment; Freeview sales on the way up…; …helped by growing degree of integration; Growth in Internet access tails off; Growth in broadband an advantage for some…; …but also a major threat; File sharing could undermine premium and exclusive content; Average viewing hours sliding…; …with major implications for advertising income; Channels face a more volatile future; Building a broader income base…; …but attracting regulatory interest; Ofcom to look into pay TV industry
Broader Market Environment: Key Points; Television adspend increasing…; …but it is facing stiff competition; PDI should continue to increase; Aging population to impact on channel mix…; …as will lifestage changes; A growing middle class
Competitive Context: Key Points; Television still the favourite leisure pursuit…; …but it faces a new type of competition; Slight fall in radio listening; Games consoles could threaten; Manufacturers go after a new audience; IPTV in its infancy - but growing up fast; BBC at the forefront of new developments
Strengths and Weaknesses in the Market: Strengths; Weaknesses
Market Performance: Key Points; Freeview driving multichannel market onwards; Three quarters of householders are multichannel viewers
Market Segmentation: Key Points; Analogue terrestrial slips to third place; Real scope to increase secondary sales…; …but Freeview could win out; Triple-play is the new industry aim; Sky and Virgin go to war
Companies and Products: Key Points; Terrestrial channels losing market share; Sport still the ‘battering ram’; ITV; Channel 4; British Sky Broadcasting; Virgin Media Television; UKTV
The Multichannel Customer: Key points:; The Sky+ factor; Television reception, by demographic sub-groups; Sky + ABs = success; Building on the user base; Current affairs and comedy still reel in the viewers; For full demographics see Detailed Demographics section.; Changing tastes; Affluence and the arts; Multichannel viewing - entertainment takes top billing; Men & Motors - and sport, and news, and documentaries; The generation gap reveals itself…; …as do the trials of parenthood; The chicken, the egg, and the multichannel consumer; Older and less affluent the heaviest viewers; (Multi) channel-surfing?; Background noise and viewing levels; More TV - less focus
The Multichannel Customer - Detailed Demographics: Most popular terrestrial channels; Next most popular terrestrial channels; Least popular terrestrial channels; Most popular satellite/cable/Freeview channels; Next most popular satellite/cable/Freeview channels; Least popular satellite/cable/Freeview channels; Frequency of watching TV programmes; Viewing habits
The Consumer - Turning Interactivity into Revenue: Key Points:; Multichannel consumers leading the charge; For full demographics, see Detailed Demographics section; Trouble for the switch-off?; Investing in TV viewing; Reluctant upgraders are planners, not surfers; Selling the benefits of technology; Still talking about the weather; Customer satisfaction is key; Getting the message across…; …with VoD showing real potential; User-unfriendliness holding back some services?; The electronic babysitter?; Different platforms - different strengths; Preaching to the unconverted?; Making money from the infrequent viewers; Sky+ a major draw for the Early Adopters
The Consumer - Turning Interactivity into Revenue - Detailed Demographics: Attitudes towards upgrading; Interactive services - Have used it and love it; Use of interactive services and frequency of watching TV

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