A staggering 71% of premium digital TV customers are watching fewer than half the channels they pay for – and yet they’re spending more than ￡500 a year
Almost half (49%) are watching fewer than a fifth of the channels on offer to them and 38% are viewing less than 10%
Cheaper TV streaming services like Netflix are most popular with 18-34 year-olds – 26% have used one in the past year compared to just 6% of over 55s.
Almost half (49%) of premium digital pay TV customers in the UK are watching less than a fifth of the channels included in their TV packages, according to new research by Uswitch.com, the independent price comparison and switching service. And yet, the average yearly spend for premium pay TV is ￡508, or ￡42.30 per month, with almost a third (32%) spending more than ￡50 a month. A quarter (25%) of Sky customers and 28% of Virgin Media customers pay more than ￡60 a month per household for their packages.
TV customers signed up to Sky, Virgin and BT say that, on average, they only watch a third (33%) of the channels included in their packages. Almost four in 10 (37%) watch less than 10% of the channels on offer, while 71% are watching less than half of the channels they pay for, suggesting many people may be signed up to the wrong service for their telly watching habits.
TV series and box sets have proved most popular on pay TV, with 54% of customers naming these as their favourite genre to watch, closely followed by films (51%). Less than a third (32%) of viewers say that they watch sports most, falling to 26% among 18-34 year olds and rising to 36% amongst viewers aged 55 and over.
Almost two thirds (64%) of UK adults have paid for TV in the past 12 months, either with a premium digital service or a streaming service. The younger generation is more likely to pay for TV with 71% of 18-34 year olds having paid for a service in the past year. The jury’s still out for the older generation, however, which is divided in its attitudes towards paying to watch TV. Just 56% of people aged 55+ have paid for TV in the past year.
However, younger viewers are opting for TV streaming services as a cheaper alternative, with a quarter (26%) of 18-34 year olds having used one in the last year compared to just 6% of people aged 55 and over. Netflix is more popular with women than men, while Amazon Prime and Now TV are more popular with men than women.
Ewan Taylor-Gibson, TV and broadband expert at Uswitch.com, says: “It’s irksome to have to flick through dozens of channels you never watch. If you’ve found yourself sitting on the sofa questioning whether you’ve made the wrong decision to sign up to a bells and whistles pay TV package, you know it’s time to look at other options.
“Providers have recognised our appetite for greater flexibility when it comes to both content and payments and are responding accordingly. Sky Q, Virgin’s V6 and Netflix allow you to download some content and watch it on the move, while Sky is now advancing on streaming services with its Now TV Combo available on monthly rolling contracts.
“There are households who would get the most out of a full on premium pay TV package – big families or young professionals sharing are prime examples – given the need for content to suit different tastes and requirements. Just consider your viewing habits and look out for good introductory deals. It’s also wise to note when your contract ends so you can switch package or provider to take advantage of another deal.
“There’s plenty of room for greater flexibility in the pay TV market – especially when it comes to simplifying cancellation. And, with the younger generation craving more flexibility, providers will have to listen and keep up with their demands.”
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FOR MORE INFORMATION
Claire Jones
Phone: 020 3872 5611
Email: Claire.Jones@uswitch.com
Twitter: @uswitchPR
Notes to editors
Research based on three consumer surveys commissioned by Uswitch.com:
● Via Uswitch’s consumer opinion panel on 5 July 2016, with 2,301 responses
● Via Censuswide: 3,024 UK adults, weighted to reflect a nationally representative audience, responses collected 16-22 June 2016
● Via Opinium: 2,002 UK adults, weighted to reflect a nationally representative audience, responses collected 11-15 November 2016
1. Respondents were asked: ‘Thinking about digital pay TV, what % of pay TV channels do you think you watch? Digital pay TV refers to a monthly premium paid for service from Sky, BT or Virgin Media.’ Excluding those who responded ‘I don’t know’ and ‘I don’t pay for TV’, there were 1,500 responses as follows: 37.5% 0-10%, 11.7% 10-20%, 9.2% 20-30%, 6% 30-40%, 6.2% 40-50%, 5.7% 50-60%, 5.5% 60-70%, 4.8% 70-80%, 4.7% 80-90%, 8.7% 90-100%. The mean is 33.4%.
2. Respondents were asked: ‘How much does your household pay per month for your premium digital TV service?’ – the mean response was ￡42.30. ￡42.30 * 12 = ￡507.60. 32% answered ￡51 or more. 25.1% of Sky customers and 28% of Virgin Media customers answered ￡61 or more.
3. Respondents were asked: ‘Have you paid for TV in the last 12 months?’ – 26% of 18-34 year olds and 6% of respondents aged 55+ answered ‘Yes, a TV streaming service such as Netflix, Now TV and Amazon Prime’. 71% of 18-34 year olds answered either ‘Yes, a premium digital pay TV service such as Sky, Virgin Media, BT and TalkTalk’, ‘Yes, a TV streaming service such as Netflix, Now TV and Amazon Prime’ or ‘Yes, both a premium digital pay TV subscription and a TV streaming service’.
4. Respondents were asked: ‘What do you mainly watch on pay TV?’ – 54% of all respondents answered TV series and box sets, 51% answered films and 32% answered sports. 26% of 18-34 year olds and 36% of respondents aged 55+ answered sports.
5. Respondents were asked: ‘Have you used a pay TV service in the last 12 months? Please note that in this survey ‘pay TV’ refers to a subscription-based television service e.g. Sky, while a ‘TV streaming service’ refers to a subscription-based television service that is provided over the internet e.g. Netflix’ – 45% said ‘yes, a premium digital pay TV service such as Sky, Virgin Media, BT and TalkTalk, 14% said ‘yes, a TV streaming service such as Netflix, Now TV and Amazon Prime, 6% said ‘yes, both a premium and streaming TV service’, 36% said no. 44% of respondent aged 55+ answered ‘No’ while 56% had paid for TV in the past 12 months.
6. Respondents were asked: ‘Which TV streaming service(s) are you currently with?’ – 65.6% of men and 72.8% of women answered ‘Netflix’, 43.2% of men and 34.5% of women answered ‘Amazon Prime’ and 23.3% of men and 20.3% of women answered Now TV.
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