UK Digital Video Viewers 2022

Audiences on Connected TVs Represent Growing Opportunities for Marketers

Report by Bill Fisher  | Mar 29, 2022
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Table of Contents
Executive Summary
Key Points
Viewership Continues to Rise Despite Challenging Market Conditions
Older Viewers, BVOD, and CTV Growth Fueled Forecast Changes
Ad-Supported SVOD and CTV Provide Opportunities for Marketers in the Digital Video Space
Read Next
Sources
Media Gallery
About This Report
Digital video viewership continues to rise in the UK, despite already high penetration. A thirst for subscription content hasn’t quite been sated, but with a cost-of-living crisis looming, ad-supported options might garner interest among consumers.
Topics
Digital Video
United Kingdom
Table of Contents
Executive Summary
Key Points
Viewership Continues to Rise Despite Challenging Market Conditions
Older Viewers, BVOD, and CTV Growth Fueled Forecast Changes
Ad-Supported SVOD and CTV Provide Opportunities for Marketers in the Digital Video Space
Read Next
Sources
Media Gallery

Executive Summary

Digital video is one of the most popular media formats for consumers, and it should be popular for digital marketers as well. This report highlights key audience attributes and what they mean for marketers.

3 KEY QUESTIONS THIS REPORT WILL ANSWER:

  • How many digital video viewers are there in the UK, and what’s their demographic makeup?
  • How are they viewing video content—on what devices and service-provider platforms?
  • What challenges and opportunities does this present for digital marketers?

WHAT’S IN THIS REPORT? Our latest overall estimates for digital video viewers in the UK, plus breakouts by device and platform. Features some of the biggest influences on the space and what any changes might mean for marketers.

UK Digital Video Viewers, 2020-2026 (millions, % change, and % of population)
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KEY STAT: Digital video viewer numbers will surpass 50 million this year, accounting for nearly three-quarters of the UK population.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Viewership Continues to Rise Despite Challenging Market Conditions
  1. Older Viewers, BVOD, and CTV Growth Fueled Forecast Changes
  2. Ad-Supported SVOD and CTV Provide Opportunities for Marketers in the Digital Video Space
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

UK Digital Video Viewers, 2020-2026 (millions, % change, and % of population)UK Digital Video Viewer Penetration, by Age, 2022 (% of population)
UK Connected TV (CTV) Users, 2020-2026 (millions, % change, % of population, % of internet users, and % of digital video viewers)UK Smart TV Users, 2020-2026 (millions, % change, and % of population)
UK Mobile Phone Video Viewers, 2020-2026 (millions, % change, % of population, % of internet users, and % of digital video viewers)UK Tablet Video Viewers, 2020-2026 (millions, % change, % of population, % of internet users, and % of digital video viewers)
UK OTT Video Service Users, 2020-2026 (millions, % change, % of population, % of internet users, and % of digital video viewers)UK Subscription OTT Video Service Users, 2020-2026 (millions, % change, % of population, % of internet users, % of total OTT video service users, and % of digital video viewers)
UK OTT Video Viewers, by Platform, 2020-2026 (millions, % change, and % of digital video viewers)UK Digital Video Viewer Growth, by Age, 2020-2026 (% change)
UK Adults Ages 65-75 Who Have Access to Subscription Video-on-Demand (SVOD) Services, 2018-2021 (% of respondents)UK OTT Video Viewers, by Platform, 2020-2026 (millions)
Streaming Video Services that UK Teens/Adults Use, Q4 2021 (% of respondents)UK TV Viewers Who Watch TV via a Streaming Service, by Age, July 2021 (% of respondents in each group)
UK Connected TV (CTV) Users, 2020-2026 (millions, % change, and % of population)UK Teens/Adults Who Use a Connected TV Box Weekly, 2018-2021 (% of respondents)

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authors

Bill Fisher

Contributors

Ross Benes
Senior Analyst
Angela Kim
Senior Researcher
Monica Peart
Senior Director, Forecasting
Paul Verna
Principal Analyst