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TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 1
I N T R O D U C T I O N
Technology has become such a part of our daily lives that sometimes it seems that it is an end unto itself. However,
in the world of the consumer, it has a particular role to play. Tim O’Reilly, who coined the term “open source,” put
it this way:
“What technology does is create new opportunities to do a job that customers want done.”1
Home entertainment is most certainly a job that people “want done.” Ninety years ago, broadcast television
technology was the new opportunity to deliver it in an entirely new way.2 Based on the data from our most recent
survey in Europe, the internet has become the next new opportunity to provide television entertainment to the home.
Today, there are three primary sources of TV entertainment available to consumers: free-to-air (FTA), pay TV, and
online TV. Free-to-air TV channels are typically received via an antenna but can also arrive over satellite and cable.
Examples include BBC1, SVT1, and Das Erste. Pay TV services distribute linear TV over cable, satellite, and telco
TV systems. Examples include Virgin Media, Sky Deutschland, and Com Hem. Online TV allows viewers to stream
or download shows and movies over mobile and broadband data networks. Examples of services include Netflix,
Now TV, and Amazon Prime Video.
Just twelve years after Netflix first introduced streaming services, online TV has become the second most popular
TV source in the UK, Germany, and Sweden. However, we are far from traditional television being swept away. The
reality is that pay TV in Sweden and the UK, and FTA in Germany still deliver most home TV entertainment. That
said, whereas twelve years ago most homes used a single source for TV, today nearly half of viewers in all three
countries are multi-source television households.
The survey data you will find in this report delves into the TV universe of viewers in the UK, Germany, and
Sweden. It reveals that television viewing has become a complicated business for consumers. They are juggling
multiple services from two or more sources across several devices.
This report details consumer usage data for FTA, pay TV, and online TV viewers, and the sizes of groups watching
combinations of these sources. It will answer your questions about how many people are watching, the services and
devices they are using, how much they are paying, and their attitudes to the experience they are having. It will also
discuss how people are finding something to watch across all their services.
TV Universe—UK, Germany, Sweden: HOW PEOPLE WATCH TELEVISION TODAY
Author: Colin Dixon, Founder and Chief Analyst, nScreenMedia | 2019
Online TV is now the second
most popular source of
television content in the UK,
Germany, and Sweden.
This report is sponsored by:
www.gracenote.com
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 2
K E Y F I N D I N G S
The Rise of Multi-TV Service Viewing
It has been seven years since Netflix launched in the UK and Sweden, and nine years since LoveFilm (now Amazon
Prime Video) started streaming services in the German market. Since that time, our survey of the UK, German, and
Swedish viewers shows there has been broad adoption of the services:
• More than half of UK and Swedish TV viewers watch paid streaming services.
• 39% of German TV viewers watch streaming services.
Before streaming arrived, most people relied on either FTA or pay TV for TV entertainment in Europe. Today, 46%
of UK, 52% of Swedish, and 42% of German viewers use more than one TV source.
There is also a smaller group of viewers in each of the three countries studied that use all three of the primary TV
sources. 17% of UK, 14% of Swedish, and 11% of German viewers use pay TV, FTA, and online TV to watch.
Online Second Most Popular Source of TV
Pay TV remains the most popular TV source in Sweden and the UK, with close to two-thirds using it. FTA is the
most popular in Germany with 4 in 5 using it. However, online TV is now the second most popular source of TV in
all three countries.
Finding Something to Watch
Finding something to watch among all the TV sources and services can be challenging. The on-screen guide remains
the tool most TV viewers prefer to use to help them with the task:
• Regardless of TV source used, the on-screen guide is the most popular option in the UK and Sweden.
• Germany pay TV and FTA users prefer channel flipping and the paper guide, though the on-screen guide is
still important.
• It is the most popular option for German online viewers.
Graphics in TV show and movie guide listings are a critical influencer in helping people decide what to watch. In all
three countries:
• 3 in 5 or more think guide graphics are an important influence on their viewing choice.
• Around 4 in 5 or more 18- to 24-year-olds said the same.
A similar number think show and movie descriptions are important in their selection of what to watch. Once again,
descriptions wielded a more substantial influence among 18–24s.
52%39%
54%65%
35%
65%
47%
79%
47%
UK Germany Sweden
Users of pay TV, free-to-air, online TV—UK, Germany, and Sweden
Online TV Pay TV Free-to-air
©n
Screen
Med
ia, 2019
70%
57% 59%
90%
78%86%
UK Germany Sweden
Guide users that consider graphics an important influence in deciding what to
watch—average versus 18-24s
Average 18-24s
When you are browsing a TV or video app guide, how important is the graphical image representing a TV show or movie in helping you decide what to watch? (n1=500,80,n2=500,96,n3=500,84)
©n
Scre
en
Med
ia, 2
019
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 3
Which Viewing Groups Watch the Most
More UK viewers are big TV consumers compared to the other two countries. 38% of UK viewers spend three or
more hours a day watching TV. 23% of Germans and 26% of Swedes are big TV consumers. Looking at other
viewing groups, we observe the following viewing trends:
• Pay TV viewers—either alone or in combination with another source—tend to watch more than average.
• Only 11% of German online viewers are big TV consumers.
• Only 13% of Swedish FTA viewers are big TV consumers.
Online Viewer Device Preferences
In all countries, the TV set is the preferred device through which to watch. 70% of total viewing time is through the
TV screen in the UK and Germany, and 60% in Sweden.
The most common way of watching online TV is through a smart TV, and Samsung is the most popular brand in all
three countries. The streaming media player is the second most used device, with Amazon Fire TV the most popular
brand in the UK and Germany and Chromecast in Sweden.
Pay TV Highlights
Pay TV users are mostly satisfied with their service, although 1 in 5 say they plan to leave their current operator. UK
pay TV subscribers spend €49 (£42) per month, much more than Germans and Swedes. Many fewer use these apps
in Europe:
• Half or more have never used their operator’s TV Everywhere app.
• A third or less use the apps at least monthly.
• 1 in 10 use the apps at least once per week.
Online TV Highlights
The average Swedish online video subscriber has 1.7 services, British subscribers have 1.6, and Germans have 1.5.
UK online viewers spend marginally more each month on services:
• UK online viewers spend €18.95 (£16.20) per month.
• Swedes spend €16.93.
• Germans spend the least, €14.60.
Netflix is the top app in the UK and Sweden, and Amazon Prime Video is top in Germany. Online viewers in the
UK and Sweden are more satisfied with the service they have had the longest than pay TV users are with their pay
TV service. Germans are equally satisfied with their pay TV and online TV services.
60% or more think show and
movie graphics in the
on-screen guide are an
important influence on their
viewing choice.
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 4
Free-to-air Highlights
Most FTA viewers use broadcaster TV apps on their connected devices.
• 77% of UK FTA viewers use the apps, with BBC iPlayer and ITV Hub the top two apps.
• 59% of Germans use the apps, with ZDF and ARD the top apps.
• 56% of Swedes use the apps, with SVT Play and TV4 Play the top two apps.
Red button services remain important in Germany and the UK with almost half of FTA viewers using them.
Buying and Renting Movies
Buying movies—discs and digital copies—is more popular than renting:
• 46% in the UK, and 35% in both Germany and Sweden buy movies.
• 33% in the UK, 28% in Germany, and 27% in Sweden rent movies.
18- to 24-year-olds are much more likely to rent or buy a video than average. For example, in the UK 46% say they
rent videos, versus a third on average. In Germany, half say they buy videos versus 35% on average.
46%
35% 35%33%
28% 27%
UK Germany Sweden
Number of people who buy and rent videos in the UK, Germany, Sweden
Buy Rent
©nScreenMedia, 2019
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 5
U K V I E W E R S
The UK TV Universe
We asked UK television viewers which sources of
television they use. Figure 1 shows how the viewing
population divides up into TV source viewing groups.
It was no surprise that 66% of UK adults use pay TV.
However, it was a surprise to find that more people now
watch online TV services (52%) than use FTA broadcast
services (47%). Just over half of UK viewers, 54%, rely on
a single source for their TV entertainment. Of those, 26%
only watch pay TV, 18% only use FTA, and 10% rely
solely on online TV. Interestingly, 17% of UK viewers say
they use all three sources.
When asked which source they went to first when they
wanted to watch TV, 61% of viewers selected pay TV, 20%
online TV, and 19% FTA.
Which Group Watches the Most?
On average, 38% of UK respondents say they watch 3 or more hours of television from all sources per day. With
one notable exception, each viewing group watched roughly the same amount of TV each day. When asked how
much time they spent watching TV through all their screens, people using pay TV and FTA watched the most.
• 43% of pay TV/FTA viewers watched 3 or more hours per day.
• The pay TV-only group was the second biggest TV consumers with 41%.
• The 17% using all three services were the third biggest TV consumers with 40%.
The group watching exclusively online TV were by far the lightest viewers. Just 24% said they watched three or
more hours per day.
38%
38%
41%
24%
43%
37%
39%
40%
Average
FTA only
Pay TV only
Online only
FTA/Pay TV
FTA/Online
Pay TV/Online
FTA/Pay TV/Online
UK adults watching 3 or more hours per day of video
How much time do you spend watching TV from all sources (live TV, live sports, DVR and VOD shows, online streaming TV shows) and on all screens (TV, PC, smartphone, tablet) each week? (n=500)
©nScreenMedia, 2019
19%
61%
20%
Free-to-air
Pay TV
Online TV
Primary TV source—UK
Which television source do you usually go to first (which is your primary TV service)? (n=235)
©nScreenMedia, 2019
Figure 1. The size of TV viewing groups in the UK
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 6
Preferred Screen for Watching TV
Survey respondents were asked to divide up their viewing time between the four main screens in their lives: TV,
PC, smartphone, and tablet. Nobody will be surprised to hear that the average viewer uses the TV screen for three-
quarters of their viewing. However, a quarter of viewing takes place on other screens. Of the connected screens, the
PC/laptop is most preferred, and the tablet the least. The fact that the laptop and tablet have roughly the same
penetration (63% versus 58%) suggests that the bigger screen of the laptop still wins out when it comes to
watching TV.3
One viewing group stood out as embracing other screens more than other groups. Those watching online TV only
used the TV screen about half of the time. The PC/laptop was preferred about a third of the time. Most of the
remaining viewing time was spent on the smartphone.
Number of TV Channels Watched
Almost all UK TV viewers still watch at least some linear television channels. We asked our survey group how
many channels they watched every month. On average, they watched between nine and ten channels. However,
some viewing groups watched many more. For example, the group using all TV sources watched between 11 and 13
channels. Perhaps understandably, the online TV group watched the fewest channels—between 5 and 6 per week.
Number of Online Video Services Watched
Online TV, both from free and paid sources, has become a part of 52% of UK viewers’ lives. The average viewer
uses 2.4 services. The group viewing all three TV sources utilizes the most online services—an average of 2.8.
TV, 74%
PC/Laptop, 12%
Smartphone, 9%
Tablet, 6%
Screens used to watch video—UK adults
About what percentage of your total viewing time do you spend watching TV through each screen (n=500)
©nScreenMedia, 2019
2.4
2.3
2.6
2.4
2.8
Average
Online only
FTA/Online
Pay TV/OnlineVideo
Free-to-air/PayTV/Online
Average number of online video services used—UK
How many Internet video services do you use each month(Netflix, ViaPlay etc.)? (n=500)
©nScreenMedia, 2019
3%5%
12%
19%17% 18%
12%
6%
2% 2%4%
None 1-2 3-4 5-6 7-8 9-10 11-13 14-17 18-21 22-30 31+
Number of TV channels watched by UK adults (average)
How many different TV channels do you watch each month? (n=500)
©nScreenMedia, 2019
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 7
U K D E V I C E S
Smart TV
• 53% use it monthly.
• 33% use it daily.
Game Console
• 28% use it monthly.
• 10% use it daily.
Streaming Media Player
• 42% use it monthly.
• 18% use it daily.
Blu-ray/DVD Player
• 38% use it monthly.
• 8% use it daily.
Samsung, 31%
LG, 15%Sony, 12%Hisense, 3%
TCL, 1%
Philips, 3%
Skyworth, 1%
Panasonic, 8%
Toshiba, 4%
Other, 5%
Brand of smart TV used by viewers—UK
Which brand of connected devices do you use to stream online video through your television? (n=411)
©nScreenMedia, 2019
Xbox, 34%
PlayStation, 55%
Nintendo, 11%
Brand of game console used to stream by viewers—UK
Which brand of connected devices do you use to stream online video through your television? (n=411)
©nScreenMedia, 2019
Apple TV, 18%
Amazon Fire TV, 39%
Chromecast, 17%
Now TV, 20%
Other, 6%
Brand of streaming media player used by viewers—UK
Which brand of connected devices do you use to stream online video through your television? (n=411)
©nScreenMedia, 2019
Samsung, 29%
LG, 17%Sony, 22%
Hisense, 4%
TCL, 2%
Philips, 8%
Skyworth, 3%
Panasonic, 9%
Toshiba, 3% Other, 2%
Brand of Blu-ray/DVD player used to stream by viewers—UK
Which brand of connected devices do you use to stream online video through your television? (n=411)
©nScreenMedia, 2019
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 8
G E R M A N V I E W E R S
The German TV Universe
The division between TV source viewing groups is
different in Germany than in the UK and Sweden.
Figure 2 shows that FTA usage dominates the television
market, with 79% saying they watch it at least some of
the time. Once again, it was a surprise to find how
quickly online TV has been adopted. More people now
watch online TV services (39%) than use pay TV
services (36%). Just over half of German viewers (55%)
rely on a single source for their TV entertainment. Of
those, 39% only watch FTA, 6% only use online TV,
and 10% rely solely on pay TV. 11% of German viewers
say they use all three sources.
When asked which source they went to first when they
wanted to watch TV, half of the viewers selected FTA,
and a quarter each selected online or pay TV.
Which Group Watches the Most?
On average, 23% of German viewers watch TV for 3 hours or more per day. The group with the largest number
watching 3 hours or more—36%—are those combining pay TV and FTA. The second most prolific viewing
group—28%—are those combining all three services. Two groups stood out as watching far less than others: Just
11% of people watching online TV only say they watch 3 or more hours per day, and 1 in 5 pay TV only viewers
said the same.
23%
20%
11%
36%
23%
25%
28%
FTA only
Pay TV only
Online only
FTA/Pay TV
FTA/Online
Pay TV/Online
FTA/Pay TV/Online
German adults watching 3 or more hours per day of video
©nScreenMedia, 2019
How much time do you spend watching TV from all sources and on all screens each week? (n=500)
53%
24%
24%
Free-to-air
Pay TV
Online TV
TV source Germans consider primary
©nScreenMedia, 2019
Which television source do you usually go to first(which is your primary TV service)? (n=500)
Figure 2. The size of TV viewing groups in Germany
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 9
Preferred Screen for Watching TV
Survey respondents were asked to divide up their viewing time between the four main screens in their lives: TV,
PC, smartphone, and tablet. The TV screen is used by the average viewer for 67% of their viewing, only
marginally less than in the UK. However, a third of viewing takes place on other screens. Of the connected
screens, the PC/laptop is by far the most preferred, delivering 18% of viewing. The smartphone is the next most
used, with the tablet used the least.
Those watching online video only use the TV screen about a third of the time. The PC/laptop is preferred about
half of the time. Most of the remaining viewing time is spent on the smartphone.
Number of TV Channels Watched
Almost all German TV viewers still watch at least some linear television channels. We asked our survey group
how many channels they watched every month. On average, they watched 8 channels. All viewing groups
watching TV from multiple sources tend to watch more channels than those using a single source. For example,
the group using all TV sources watched the most, averaging 9.7 channels per month. Other multiple sources
viewers watch between 9 and 9.5 channels. Once again, the online TV group watches the fewest channels—
between 5 and 6 per week.
Number of Online Video Services Watched
Online TV, both from free and paid sources, has become a part of 57% of German viewers’ lives. 43% of German
viewers say they watch no TV shows or movies over the Internet. The average viewer watches 1.9 services.
TV; 67%
PC/Laptop; 18%
Smartphone; 10%Tablet; 5%
Screens used to watch video by German adults
©nScreenMedia, 2019
About what percentage of your total viewing time do you spend watching TV through each screen (n=500)
1.9
2.1
1.9
2.1
2.1
Average
Online only
FTA/Online
Pay TV/Online
Free-to-air/Pay TV/Online
Average number of online video services used by Germans
©nScreenMedia, 2019
How many different online video services do you watcheach month? (n=500)
2%6%
18%
26%
14% 15%
7%5%
2% 3% 1%
None 1-2 3-4 5-6 7-8 9-10 11-13 14-17 18-21 22-30 31+
Number of TV channels watched by German adults (average)
©nScreenMedia, 2019
How many different TV channels do you watch each month? (n=500)
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 10
G E R M A N D E V I C E S
Smart TV
• 48% use it monthly.
• 29% use it daily.
Game Console
• 23% use it monthly.
• 7% use it daily.
Streaming Media Player
• 29% use it monthly.
• 11% use it daily.
Blu-ray/DVD Player
• 35% use it monthly.
• 5% use it daily.
Samsung; 44%
LG; 12%
Sony; 18%
Hisense; 1%
Philips; 8%
Panasonic; 8%Toshiba; 4%
Other; 5%
Brand of smart TV used by German viewers
©nScreenMedia, 2019
Which brand of connected devices do you use to stream online video through your television? (n=303)
Xbox; 21%
PlayStation; 62%
Nintendo; 17%
Brand of game console used to stream by German viewers
©nScreenMedia, 2019
Which brand of connected devices do you use to stream online video through your television? (n=303)
Apple TV; 17%
Amazon Fire TV; 61%
Chromecast; 14%
Other; 8%
Brand of streaming media player used by German viewers
©nScreenMedia, 2019
Which brand of connected devices do you use to stream online video through your television? (n=303)
Samsung; 38%
LG; 13%Sony; 17%
Philips; 15%
Panasonic; 8%
Toshiba; 5% Other; 4%
Brand of disc player used by German viewers
©nScreenMedia, 2019
Which brand of connected devices do you use to stream online video through your television? (n=303)
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 11
S W E D I S H V I E W E R S
The Swedish TV Universe
Figure 3 shows that the numbers of people saying
they use pay TV (65%), FTA (47%), and online TV
(54%,) are almost the same as in the UK. Once again,
worthy of note is the fact that more people say they
watch online TV than FTA. Just under half of the
Swedish viewers, 48%, rely on a single source for
their TV entertainment. Of those, 25% only watch
pay TV, 14% only use FTA, and 9% rely solely on
online TV. 14% of Swedish viewers say they use all
three sources.
When asked which source they went to first when
they wanted to watch TV, 45% of viewers selected
pay TV, 31% online TV, and 24% FTA.
Which Group Watches the Most?
A quarter of Swedes watch television for 3 hours or more per day. Three viewing groups watch the most
television. Roughly one-third of those watching TV from all sources, pay TV/FTA, and pay TV only viewers say
they watch 3 or more hours per day. Those only watching FTA watch by far the least, with 13% saying they
watch 3 hours a week or more. Online only viewers also watched significantly less, with a quarter watching 3 or
more hours per day.
26%
13%
33%
24%
32%
30%
27%
33%
Average
FTA only
Pay TV only
Online only
FTA/Pay TV
FTA/Online
Pay TV/Online
FTA/Pay TV/Online
Swedish adults watching 3 or more hours per day of video
How much time do you spend watching TV from all sources and on all screens each week? (n=500)
©nScreenMedia, 2019
24%
45%
31%
Free-to-air
Pay TV
Online TV
Primary TV source—Sweden
Which television source do you usually go to first(which is your primary TV service)? (n=500)
©nScreenMedia, 2019
Figure 3. The size of TV viewing groups in Sweden
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 12
Preferred Screen for Watching TV
Survey respondents were asked to divide up their viewing time between the four main screens in their lives: TV,
PC, smartphone, and tablet. The average viewer uses the TV screen for 62% of their viewing, the lowest of the
three countries studied. Nearly two-fifths of viewing takes place on other screens. Once again, the PC/laptop is
most preferred, with the device delivering one-fifth of viewing. The smartphone delivered about 1 in 10 of
viewing. Though the average Swede has 1.16 tablets, it is not used very much for TV viewing.4
In Sweden, the PC/laptop is preferred by those watching online TV only over all other screens. The tablet is
preferred only slightly more for viewing than the smartphone by this group.
Number of TV Channels Watched
Almost all Swedish viewers still watch at least some linear television channels. We asked our survey group how
many channels they watched every month. On average, they watched between 7 and 8 channels, many fewer than
in Germany and the UK. The group combining pay TV with FTA watched between 8 and 9 channels per month,
considerably more than any other Swedish group.
Number of Online Video Services Watched
Online TV, both from free and paid sources, has become a part of 54% of Swedish viewers’ lives. 46% of
Swedish TV viewers say they watch no TV shows or movies over the Internet whatsoever. The average viewer
watches 2.4 services. The viewing group watching the most online services was the group using all three TV
sources, with an average of 2.9 services. We will see later the number of paid online TV services.
TV, 62%
PC/Laptop, 21%
Smartphone, 12%
Tablet, 5%
Screens used to watch video by Swedish adults
About what percentage of your total viewing time do you spend watching TV through each screen (n=500)
©nScreenMedia, 2019
2.4
2.3
2.6
2.6
2.9
Average
Online only
FTA/Online
Pay TV/Online
FTA/Pay TV/Online
Average number of online video services used—Sweden
How many different TV channels do you watch each month?(n=500)
©nScreenMedia, 2019
4%8%
22% 22%
14%17%
6%3%
1% 1% 1%
None 1-2 3-4 5-6 7-8 9-10 11-13 14-17 18-21 22-30 31+
Number of TV channels watched by SWE adults (average)
How many different TV channels do you watch each month? (n=500)
©nScreenMedia, 2019
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 13
S W E D I S H D E V I C E S
Smart TV
• 39% use it monthly.
• 19% use it daily.
Game Console
• 18% use it monthly.
• 5% use it daily.
Streaming Media Player
• 40% use it monthly.
• 15% use it daily.
Blu-ray/DVD Player
• 22% use it monthly.
• 3% use it daily.
Samsung, 35%
LG, 14%
Sony, 8%
Hisense, 1%
TCL, 1%
Philips, 8%
Panasonic, 4%
Toshiba, 1% Other, 5%
Brand of smart TV used by viewers—SWE
Which brand of connected devices do you use to stream online video through your television? (n=429)
©nScreenMedia, 2019
Xbox, 34%
PlayStation, 53%
Nintendo, 13%
Brand of game console used to stream by viewers—SWE
Which brand of connected devices do you use to stream online video through your television? (n=429)
©nScreenMedia, 2019
Apple TV, 34%
Chromecast, 60%
Other, 5%
Brand of streaming media player used by viewers - SWE
Which brand of connected devices do you use to stream online video through your television? (n=429)
©nScreenMedia, 2019
Samsung, 34%
LG, 18%Sony, 17%
Hisense, 1%
TCL, 2%
Philips, 12%
Skyworth, 1%
Panasonic, 9%
Toshiba, 2% Other, 2%
Brand of Disc Player used to stream by viewers—SWE
Which brand of connected devices do you use to stream online video through your television? (n=429)
©nScreenMedia, 2019
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 14
F I N D I N G S O M E T H I N G T O W A T C H
Pay TV and Free-to-air Viewer Discovery
Pay TV and FTA viewers share many common traits in the way they find something to watch. In the UK and
Sweden, on-screen guides are the most prevalent tools people use. However, in Germany people prefer the
serendipitous channel-flipping approach. Channel flipping is the second most popular approach in the UK
and Sweden.
Paper guides remain a common way of planning TV watching in Germany, where 2 in 5 people still use them.
A third of Swedes also like to use paper guides.
Fewer than 1 in 10 pay TV and FTA viewers say they use social media. However, since both viewing groups skew
older, this is perhaps unsurprising. Word of mouth also does not feature strongly. Between 11% and 13% of FTA
and pay TV viewers cite it as a significant source. Could this mean that the watercooler conversation is dead?
Recommendations also do not feature strongly. However, as we shall see, many people do not know they have
access to the feature.
0% 20% 40% 60% 80%
On-screen TV guide
Text search
Pay TV…
Flip through channels
Paper guide
Word-of-mouth
Social media
How pay TV users find something to watch
Sweden
Germany
UK
Which of the following ways of finding something to watch do you use the most? (n1=327, n2=198, n3=325)
©nScreenMedia, 2019
(Ranked 1 or 2)
0% 20% 40% 60% 80%
On-screen guide
Title search
Guide…
Flip channels
Paper guide
Word-of-mouth
Social media
How free-to-air viewers find something to watch
Sweden
Germany
UK
(Ranked 1 or 2)
Which of the following ways of finding something to watch do you use the most? (n=233, 400, 234)
©nScreenMedia, 2019
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 15
Online TV Viewer Discovery
For online TV viewers, video service guides are the critical resources for deciding what to watch in all three
countries studied. Whereas pay TV and FTA viewers can fall back on paper guides or flip channels, online
viewers do not have equivalent functionality. When asked which sources online TV viewers mostly use to find
something to watch, the video service guide was selected first or second in importance by 2 in 5 online TV
viewers. Moreover, twice as many people consider video service guides important as they do service
recommendations and device guides.
Once again, friend recommendations through social media and word of mouth wield surprisingly little influence
with less than 10% of online TV viewers ranking it 1 or 2.
The low impact of device text and voice search services in the discovery process is shocking. Providers such as
Apple, Amazon, and Google are investing in these technologies heavily. However, very few consult them before
heading to other more traditional means. It is not clear if the lack of use is because consumers aren’t aware cross-
service search is available or they have tried it and didn’t like it. However, digging deeper shows the technology
has challenges ahead. Barely 10% of online TV viewers say they use the features on a weekly or daily basis.
The number of online TV services continues to expand rapidly in Europe. Device cross-service search is one of
the few tools available to consumers to help with the ballooning complexity. Figuring out how to get more
consumers to use cross-service search should be a top priority for device makers.
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Browse service guide
Text search in service app
Service recommendations
Browse device guide
Device text/voice search
Device recommendations
Friend recommendations
Other
How online video viewers decide what to watch
Sweden
Germany
UK
How do you mostly decide what to watch when using Online video services (e.g. Netflix)? (n=258, 198, 268)
©nScreenMedia, 2019
(Ranked 1 or 2)
0% 10% 20% 30% 40%
Doesn't support
Rarely/never
Monthly
Weekly
Daily
Usage frequency of device cross-service search features
Sweden
Germany
UK©nScreenMedia, 2019
How often do you use the cross-service search (voice or text) feature of your streaming device to find a movie or TV show to watch? (n=258, 198, 268)
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 16
The Importance of Guides
Given the importance of guides in all aspects of the discovery process, ensuring it does a good job is critical. We
asked our survey participants about two aspects of the guide to gauge its impact on what people watch.
Using show and movie artwork in the guide is very influential in helping a viewer decide what to watch. 59% of
Swedes, 57% of Germans, and 70% of British viewers say these graphical teasers are an important or very
important factor in whether they watch a movie or not.
Even more important are the descriptions of the shows and movies. 70% of UK viewers say the descriptions were
at least somewhat important. 65% of Swedes and 57% of Germans think the same.
The video service guide is essential in helping users find something to watch. However, the 18- to 24-year-olds
are swayed much more by the movie and show images and descriptions they find there than the average viewer.
For example, in the UK, 90% say images are important in helping them decide what to watch, versus 70% on
average. Similarly, 78% of young Germans say guide descriptions are influential, versus 57% on average.
Time Enough to Watch Everything?
With so much content at our disposal, do we feel there is enough time to watch it all? For most people, the answer
is yes. Most people in Sweden, Germany, and the UK say they do have enough time, although more people in
Sweden (81%) say this than in the UK and Germany (70%).
Oddly, the groups in all three countries with access to the most content—those using all three sources of video
FTA/pay TV/online TV—also had among the highest percentages of members saying they had enough time to
watch their favorite shows.
12%22%
12%
18%
21%
23%
52%
44%48%
18% 13% 17%
UK Germany Sweden
Influence of guide TV show descriptions in deciding what to watch
Veryinfluential
Somewhatinfluential
Not thatinfluential
When you are browsing a TV or video app guide, how important is the graphical image representing a TV show or movie in helping you decide what to watch? (n=500,500,500)
©nScreenMedia, 2019
70%
70%
81%
30%
30%
19%
UK
Germany
Sweden
Percentage of viewers that feel they have enough time to watch their
favorite shows
Yes No
Do you feel you have enough time each week to watch all your favorite shows? (n=500, 500, 500)
©nScreenMedia, 201970%
57% 59%
90%78%
86%
UK Germany Sweden
Guide users that consider graphics an important influence in deciding what to
watch—average versus 18-24sAverage 18-24s
When you are browsing a TV or video app guide, how important is the graphical image representing a TV show or movie in helping you decide what to watch? (n1=500,80,n2=50096,n3=500,84)
©n
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en
Med
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019
70%
57%65%
87%77%
68%
UK Germany Sweden
Guide users that consider descriptions an important factor in deciding what to watch—
average versus 18-24sAverage 18-24s
When you are browsing a TV or video app guide, how important is the graphical image representing a TV show or movie in helping you decide what to watch? (n1=500,80,n2=500,96,n3=500,84)
©n
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9
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 17
P A Y T V V I E W E R S
The Monthly Bill for Pay TV Services
The average UK pay TV subscriber pays significantly more than those in Sweden and Germany. UK pay TV
subscribers spend €49.02 (£41.90) a month while Swedish customers spend €23.66 (249.10 kr) and Germans spend
€32.20.
In the UK and Germany, the viewing group spending the most on pay TV are the FTA/pay TV/online TV viewers.
In Sweden, the highest spending viewing group is the pay TV/online TV viewers. Low spenders in the UK and
Sweden were the FTA/pay TV group though in Germany those using solely pay TV spent the least.
Satisfaction with Service
People are, overall, satisfied with the value for money provided by their pay TV service. Satisfaction was the highest
in Germany (73%). Interestingly, the low-paying Swedes also had the lowest satisfaction with the service (55%).
Dissatisfied pay TV customers are relatively rare, with only 1 in 10 saying they didn’t consider their pay TV
subscription provided good value for money.
49.02 €
32.20 €
23.66 €
UK average Germany average Sweden average
Average monthly amount spent on pay TV services
©nScreenMedia, 2019
How much is your monthly pay TV bill (including premium and sports channel extras)? (n1=327, n2=182, n3=325)
67%
73%
55%
21%
17%
32%
11%
10%
13%
UK
Germany
Sweden
Satisfaction with pay TV among users—UK, Germany, Sweden
Satisfied Neutral Dissatisfied
©nScreenMedia, 2019
How satisfied are you with the value for money provided by your pay TV service? (n1=327, n2=182, n3=325)
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 18
Use of Pay TV Portal Apps
Very few pay TV customers have integrated their pay TV operator TV Everywhere apps into their weekly viewing
lives. 13% of pay TV customers in the UK and Sweden say they use their operator’s pay TV app, while 14% of
Germans say the same. Half of viewers in each covered country say they have never used the apps.
Operator TV app usage is much higher among any viewing group that includes online TV. It is also interesting to
note that those survey participants who say pay TV is their sole source for television also say they do not use pay
TV apps in significant numbers. For example, three-quarters of the pay TV only group said they had never used
a pay TV app.
Interest in Quitting Pay TV
The number of pay TV customers who say they are dissatisfied with their service is very low. However, the number
that says they are planning to leave is much higher. For example, in Germany, only 10% say they are dissatisfied,
but 25% say they are planning to leave in the next six months. A similar number say they are going to leave in the
UK and Sweden.
Those that watch less than three hours of television a day could be partially responsible for the seeming
contradiction between satisfaction and plans to leave pay TV. In the UK, lighter viewers represent 38% of survey
participants. Though satisfaction with pay TV is about the same as average for this group, interest in leaving is much
higher (30% versus 20% on average). It could be that lighter viewers see value in pay TV (and value is what we
asked them to evaluate) but feel they don’t watch enough to justify keeping the service.
It should also be remembered that intentions are not actions. Though 20% or more say they plan to leave, far fewer
are likely to follow through.
Most of the people planning to leave their current pay TV operator say they are going to quit pay TV altogether.
About a third in each country say they plan to use FTA television instead. Another third say they will use online TV
alone or in combination with FTA.
50% 51% 52%
38% 35% 36%
13% 14% 13%
UK Germany Sweden
Frequency of usage of pay TV apps by all pay TV users—UK, Germany, Sweden
Weeklyor more
Less thanweekly
Never
©n
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Med
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Pay TV operator apps let you watch your pay TV channels and on-demand shows on your smartphone, tablet, and PC. How much do you use them to watch on your devices? (n1=327, n2=182, n3=325)
22% 25% 20%
31% 17% 26%
47%58% 54%
UK Germany Sweden
Pay TV users planning to leave or stay with pay TV—UK, Germany, Sweden
Plan tostay
Notsure
Plan toleave
©n
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Are you planning to leave your current pay TV operator in the next 6 months? (n1=327, n2=182, n3=325)
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 19
O N L I N E T V V I E W E R S
Number of Paid Services
The average number of subscribed online TV services is almost identical in all three countries studied. The average
Swedish online video subscriber pays for 1.7 services, British subscribers have 1.6, and Germans have 1.5.
Most Popular Online TV Services
Netflix is the top service in the UK and Sweden. Netflix launched in early 2012 in the UK and late 2012 in
Sweden. The slight head start seems to have allowed significantly deeper penetration in the UK than Sweden.
Amazon Prime Video is second to Netflix in the UK but slightly ahead in Germany. Netflix and Amazon dominate
the markets in which they are available. Other notable services in the UK include Now TV (20%), ITV Hub+
(8%), and Disney Life (6%). Sky Ticket (12%) and sports service DAZN (6%) earn the third and fourth spots in
Germany. Swedes enjoy Viaplay (31%), C more (22%,) and HBO Nordic (20%).
Longest Tenured Service
We asked online video viewers about the online service they have been subscribed to the longest (the longest
tenured service). Netflix has been available in the UK and Sweden for 6+ years, and Amazon Prime Video has
been available in the UK and Germany for five years. So, it should come as no surprise that 34% of Swedes, 30%
of Britons, and 24% of Germans have had their longest-tenured service for more than two years. It is also
interesting to note that many people are still only just entering the online TV market. The longest-tenured service
for 3 in 10 UK and German and a quarter of Swedish online TV viewers is three months or less.
57% 60% 61%
29%32%
19%
12%8%
14%
3% 1% 6%
UK Germany Sweden
Number of services subscribed to by online video service users
Four ormore
Three
Two
One
How many pay online video services are you currently subscribed to? (n=258, 198, 268)
©n
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Med
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29% 30% 25%
21%28%
20%
19%18%
21%
30% 24%34%
UK Germany Sweden
Length of tenure with longest subscribed service
2 yr ormore
1-2 yrs
4-11months
<=3months
Thinking about the paid online video service you have been using the longest, how long have you been subscribed to this service?(n=258, 198, 268)
©n
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Med
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73%
43%
20%
8%
6%
3%
3%
3%
3%
9%
Netflix
Amazon…
Now TV
ITV Hub+
Disney Life
HayU
My5
BFI Player
Curzon…
Other
Pay online TV—UK
Which pay online TV services do you currently subscribe to? (n=258)
©nScreenMedia, 2019
56%
51%
12%
6%
2%
2%
8%
Amazon …
Netflix
Sky Ticket
DAZN
Eurospo…
Teleco…
Other
Pay online TV—Germany
Which pay online TV services do you currently subscribe to? (n=198)
©nScreenMedia, 2019
63%
20%
31%
22%
4%
5%
5%
15%
Netflix
HBO…
Viaplay
C more
Eurosport
Dplay…
Other
None
Pay online TV - Sweden
Which pay online video services do you currently subscribe to? (n=268)
©nScreenMedia, 2019
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 20
The Monthly Bill for Online TV Services
N E T F L I X T I E R
HD UHD
UK €9.35 €11.69
Germany €7.99 €16.99
Sweden €10.36 €13.21
Though Swedes average slightly more online TV services than the
other countries studied, it is the British that spend the most. They
spend €18.95 (£16.20) per month while the Swedes spend €2 less and
Germans €2 less again.
The average amount spent per service is €11.85 in the UK, €10.63 in
Germany, and €10.58 in Sweden. For reference, basic Netflix
membership in each country costs €9.35, €7.99, and €10.36,
respectively.
Satisfaction with Longest Tenured Service
Online TV viewers in the UK and Sweden are much more satisfied with their longest-tenured service than pay TV
users are with their operator. In the UK, 83% say they are satisfied or very satisfied with their online TV service. 68%
of Swedes say the same. However, in Germany satisfaction among pay TV and online TV viewers is the same. Few
people say they are dissatisfied with their longest-tenured service. Only 3% in the UK said they were dissatisfied or
very dissatisfied with their longest-tenured service. 9% of Germans and 8% of Swedes said the same.
18.95 €
14.60 €
16.93 €
UK Germany Sweden
Average monthly amount spent on online TV services
©nScreenMedia, 2019
How much do you spend per month on all your pay online TV services?(n=258, 198, 268)
83%73%
68%67%73%
55%
UK Germany Sweden
Number of online TV and pay TV users satisfied with their respective services
Online TV Pay TV
©n
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Med
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83%
73%
68%
14%
17%
24%
3%
9%
8%
UK
Germany
Sweden
Satisfaction with longest tenured online TV service—UK, Germany, Sweden
Satisfied Neutral Dissatisfied
©nScreenMedia, 2019
Thinking about your primary pay online TV service, how satisfied are you with the value for money it provides? (n=258, 182, 268)
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 21
F R E E - T O - A I R V I E W E R S
Usage of Broadcaster Apps
Most people who watch FTA television also use broadcaster apps to watch online. 77% of FTA users in the UK
say they use broadcaster apps. 59% in Germany and 56% in Sweden say the same. Online TV use is a good
predictor of whether an FTA viewer uses broadcaster apps. For example, in the UK more than 9 in 10 of those
that watch TV from FTA and online say they also use broadcaster apps.
Most Popular Broadcaster Apps
The top broadcaster apps track very closely to the most popular broadcast channels. In the UK, BBC iPlayer and
ITV Hub top the list of apps. However, UKTV Play and My5 also see significant usage. In Germany, ZDF
Mediathek and ARD Mediathek (local and national) top the lists of apps. In Sweden, SVT Play is by far the most
popular app, followed by TV4 Play. Significant usage also accrues to Viafree, C More and Dplay (free).
77%
59% 56%
UK Germany Sweden
Free-to-air viewers that use broadcaster apps
Do you use broadcaster apps or portals to watch TV on any of your devices? (n=233,400,234)
©nScreenMedia, 2019
68%
46%41%
15%20%
1%
BBCiPlayer
ITV Hub All 4 UKTVPlay
My5 Other
Most popular broadcaster apps—UK
Do you use broadcaster apps or portals to watch TV on any of your devices? (n=233)
©nScreenMedia, 2019 41%37%
18%
10%
1%
ZDF ARD RTL TV Now
7TV Other
Most popular broadcaster apps—Germany
Do you use broadcaster apps or portals to watch TV on any of your devices? (n=400)
©nScreenMedia, 2019
35%
47%
11%15% 16%
14%
2%
TV4Play
SVTPlay
Kanal 5Play
C MoreViafree Dplay(free)
Other
Most popular broadcaster apps—Sweden
Do you use broadcaster apps or portals to watch TV on any of your devices? (n=234)
©nScreenMedia, 2019
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 22
Red Button Services
In the UK and Germany, FTA viewers can access bonus information through their TV by pressing the red button or
teletext button on their TV remote. Viewers can see more about what they are watching, see broadcaster TV guides,
access catch-up services, and get other general information like weather and traffic. The bonus information is
included in the broadcast signal.
“Red Button” services remain an important part of the viewing experience for almost half of FTA viewers in the UK
and Germany. They are not available in Sweden. The most popular use in the UK is to access TV catchup services,
with more than a quarter of FTA viewers taking advantage of the feature. 1 in 10 Germany viewers did the same.
About 1 in 5 British and German FTA viewers use “Red Button” services:
• To get more information about what the viewer is watching
• To browse a broadcaster guide to find something to watch
Of the people who use “Red Button” services, half do so at least weekly. 13% of UK and 18% of German users have
made the services a part of their daily television lives.
21%
26%
19%
8%
2%
25%
10%
23%
4%
1%
Program info
TV catch-upservices
Broadcasterguide
Ad info
Something else
How free-to-air viewers use “press-red” or teletext
Germany
UK
In the last month, have you pressed the red or teletext button on your TV remote to do any of the following (n=233, 400)
©nScreenMedia, 2019
22%
29%
36%
13%
18%
29%
36%
18%
Once a month or less
1-3 times a month
Weekly
Daily
Frequency of pressing red
Germany
UK
How often do you press the red or teletext button on your TV remote? (n=109, 174)
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 23
I N T E R E S T I N P A Y T V A M O N G N O N - S U B S C R I B E R S
How Many People Have Quit Pay TV?
Given the dominance of a national broadcast infrastructure in all three countries studied, it is not surprising that most
people without pay TV have never had it. Three-quarters of German non-pay TV customers have never had the
service. 64% of UK and 61% of Swedish non-pay TV users say the same. However, there is good news in the data
for pay TV operators. Very few have canceled service in the last six months, suggesting there is not a massive tide
of people preparing to quit their pay TV service. It also reinforces the statement made earlier that though many say
they are interested in quitting pay TV, far fewer follow through with action.
Why People Quit Pay TV
In the UK, where people pay almost twice as much as Germans and Swedes for pay TV, 3 in 5 cord-cutters cited
cost as the primary reason they quit. The next two most popular reasons cited—watching online TV or FTA TV—
were selected by half as many people.
In Germany and Sweden, the average amount spent on pay TV is much lower than in the UK. The cost was still the
dominant reason cited for leaving pay TV. Watching online TV and FTA TV were the second and third most
popular reasons selected after cost.
Pay TV operators around the world are aware of the cost problem versus SVOD services. They are working to create
smaller, cheaper bundles of channels to be more competitive.
Likelihood of Signing up for Pay TV
Few people indicate they are interested in signing up for pay TV. 16% in the UK say they are somewhat likely to
sign up in the next three months. 13% of Germans and 8% of Swedes showed similar interest. However, intentions
are not actions. Only the most interested are likely to follow through and investigate signing up for pay TV. Only
a tiny number of Swedes and Germans, and 1 in 10 Britons say they are very likely to sign up for pay TV in the next
three months.
16% 13% 8%
14%13%
16%
70% 74% 76%
UK Germany Sweden
Likelihood of a non-pay TV user signing up for service
Unlikely
Neutral
Likely
How likely are you to sign-up for pay TV in the next 3 months? (n=173,318,175)
©n
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76%
64%
25%
18%
23%
7%
4%
10%
7%
2%
3%
UK
Germany
Sweden
Non-pay TV viewers’ past status with the service
Never had it Canceled 2+ years ago Canceled 6-12 mons ago Canceled <6 mons ago
©nScreenMedia, 2019
You mentioned you do not use pay TV. Have you ever had pay TV services? (n=173, 318,175)
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 24
B U Y I N G A N D R E N T I N G M O V I E S A N D S H O W S
Renting Movies and Shows Uncommon
Across the three countries studied, movies and TV show renting was uncommon. A third or slightly less say they
rent in the UK, Germany, and Sweden. That said, those who do rent do so multiple times per month. In Germany,
three-quarters of renters rent a video multiple times a month and a third rent weekly. UK renters have a very similar
profile to Germany. However, half of the Swedish renters watch one rented movie or less per month.
The most common way to rent in the UK is from a pay TV provider and then an online store. In Sweden and
Germany, it is the reverse, with renters preferring online stores like Amazon and Apple over their pay TV providers.
33% 28% 27%
67% 72% 73%
UK Germany Sweden
Number of people who rent movies or shows
No
Yes
©n
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Med
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Do you rent movies or shows? (n=500, 500, 500)
17%
20%
30%
18%
15%
21%
35%
39%
22%
29%
25%
27%
UK
Germany
Sweden
Number of movies rented per month
<1 1 2-3 4 or more
©nScreenMedia, 2019
How many movies or shows do you rent each month? (n=165, 142,135)
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 25
Buying More Popular Than Renting
Ownership still holds sway over renting. In the three countries studied, more people buy movies and shows than rent
them. 46% in the UK, 35% in Germany and Sweden say they buy movies. Purchase frequency is, understandably,
much lower than rental frequency. Nearly half of UK purchasers buy 2 or more movies a month while 2 in 5 Swedes
and Germans do the same. Almost half of Swedes buy less than one movie or show a month.
The most common way for people to buy is via a brick-and-mortar store in the UK and Germany. Swedes prefer
disc-by-mail services.
46%35% 35%
54%65% 65%
UK Germany Sweden
Number of people who buy movies or shows
No
Yes
©n
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Do you buy movies or shows? (n=500, 500, 500)
36%
39%
47%
17%
21%
13%
29%
27%
20%
19%
12%
20%
UK
Germany
Sweden
Number of movies purchased per month
<1 1 2-3 4 or more
©nScreenMedia, 2019
How many movies or shows do you rent each month? (n=165, 176,135)
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 26
F O C U S O N 1 8 - T O 2 4 - Y E A R - O L D S
Free-to-air Not Popular With the Young
Online TV is the most critical source of television for people
18 to 24 years old in all three countries studied. There is
indeed nothing new in that conclusion. Though both pay TV
and FTA are losing out to online TV, it is FTA that has
suffered the most among 18–24s. In the UK and Sweden,
FTA reaches 1 in 10 or less. National broadcasters are in
danger of losing their voice with the young, who increasingly
spend their time with global brands like Netflix and Amazon
Prime Video.
With their reliance on online TV, 18–24s also use more
services than average. In the UK and Germany, these young
adults use significantly more online video services than the
average. In Sweden, they also use more, though the gap is
considerably smaller.
Renting and Buying Habits Differ
Young adults have not totally given their viewing over to big viewing libraries provided by Netflix and YouTube.
More of them say they rent movies and shows than the average in each of the countries covered. The difference is
most sharply felt in the UK, where nearly half of 18–24s say they rent versus a third on average.
We see the same pattern with movie purchases. Far more 18–24s say they purchase movies or TV shows than the
average. The difference is most sharply felt in Germany and the UK.
33%28% 27%
46%
36%32%
UK Germany Sweden
Number of people that rent movies or shows—average vs. 18-24s
UK, Germany, Sweden
Average 18-24s
©n
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Do you rent movies or shows? (n1=500,80 n2=500,96, n3=500,84)
46%
35% 35%
61%
51%
39%
UK Germany Sweden
Number of people that buy movies or shows—average vs. 18-24s
UK, Germany, Sweden
Average 18-24s
©n
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Do you buy movies or shows? (n1=500,80 n2=500,96, n3=500,84)
2.4
1.9
2.42.7
2.22.6
UK Germany Sweden
Number of online video services used—average vs. 18-24s
Average 18-24
How many Internet video services do you use each month? (n1=500,80 n2=500,96, n3=500,84)
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TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 27
D E F I N I N G T E R M S
Free-to-air
In the UK, this includes Freeview and Freesat. Germans can receive free TV using an over-the-air antenna, cable, DTH, or telco systems. Swedes must use an over-the-air antenna
to receive free TV.
Pay TV
Cable, satellite, and telco TV systems requiring a subscription.
Online TV
Streamed or downloaded TV including shows, movies, news, sports, documentary, and kids’ content.
Primary TV source
The TV source someone thinks of as the main place they go to watch.
Longest tenured service
The TV service an online video viewer has been subscribed to for the longest time, compared to other TV services.
Pay TV portal apps
Online apps provided by a pay TV operator that allow customers to access some or all of their subscribed content online.
Broadcaster apps
Online apps provided by a TV broadcaster that allow viewers to watch some or all of the broadcast content online.
Streaming media player
A box or stick that plugs into a TV to allow the user to watch streamed video on their television.
Smart TV
A TV that allows the user to watch streamed video without any other intermediary device.
TV Universe—UK, Germany, Sweden: How People Watch Television Today | Page 28
About the Data
The survey data presented in this report was gathered in February and March 2019. We
surveyed 1500 adults who watch television, 500 each in the UK, Germany, and
Sweden. We then weighted the data to make it representative of the general population
of each country.
Note that our research findings may vary from local measurements due to different
methodologies and sample sizes.
Many of the diagrams give the population count answering a question. Where all three
countries are represented in a single diagram, the order of the populations given is
always the same: The UK, Germany, and Sweden.
nScreenMedia researchers use rigorous methodologies in constructing and validating
our research and opinions. Our collective knowledge includes information gathered
from public and private sources, industry interviews and other research sources. Since
the markets nScreenMedia covers are subject to rapid change, nScreenMedia is not
responsible for loss caused by any errors, omissions, or misinterpretation of the
content. All information is provided “as is” with no warranty implied or expressed.
nScreenMedia disclaims any liability to any individual or organization that has made
business or investment decisions based on the content of our research.
About Gracenote’s Sponsorship of This Research
nScreenMedia would like to thank Gracenote for sponsoring this research. Without
their sponsorship, it would not have been possible to bring this report to you for free.
Though Gracenote sponsored the research, it did not influence the collection,
analysis, or presentation of the data in this report.
Copyright Notice
This document is published by nScreenMedia, copyright 2019. Reproduction is
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References
1 Richard McManus, Tim O’Reilly Interview, Part 2: Business Models & RSS, readwrite, 17 Nov 2004,
readwrite.com/2004/11/17/tim_oreilly_int_1/ (accessed on 4/3/19)
2 Suzanne Deffree, 1st American TV Station Begins Broadcasting , July 2, 1928, EDN, 2 July 2018,
www.edn.com/electronics-blogs/edn-moments/4376579/1st-American-TV-station-begins-broadcasting--July-2--
1928 (accessed on 4/3/19)
3 Ofcom, UK Communications Market Report 2018, ofcom, August 2 2018, p24
4 AudienceProject, AudienceProject Insights 2018, AudienceProject, Q2 2018, p10
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