The transformation in television consumption is unmistakable. In the wake of events like the World Cup, an expert evaluates the enduring dominance of on-demand services.
Dani Warner, a TV expert at uSwitch.com, illuminates how on-demand viewing continues to overshadow traditional live TV, despite short-lived spikes in live viewership.
The World Cup’s surge in live TV viewership was a fleeting phenomenon. As TV expert Dani Warner notes, “viewers are increasingly choosing on-demand TV for the flexibility to watch what they want, when they want.” The appeal of services like Netflix is undeniable, offering packages from £7.99 a month, free of cancellation or setup fees, in contrast to pricier pay TV options.
In early 2018, subscriptions to the top three streaming services—NOW TV, Netflix, and Amazon—hit 15.4 million, whereas traditional paid TV services drew 15.1 million subscribers within the same timeframe. Warner pinpoints this shift as being propelled by superfast broadband uptake and affordable streaming devices. Consumers are increasingly reluctant to adhere to rigid broadcasting schedules, favouring flexibility instead. Further, content remains paramount, with declining public service broadcaster (PSB) investments in original programming mirroring a drop in live broadcast viewership.
Despite a few setbacks, Netflix persists in forefronting content creation with Originals such as Queer Eye, Black Mirror, and The Crown, which are resonating with diverse audiences. These compelling narratives have garnered Netflix more Emmy nominations than any other network in 2018, testifying to the value of robust content strategies.
The acceleration of superfast broadband is a driver behind the on-demand revolution. Faster internet speeds facilitate seamless streaming experiences, encouraging the adoption of services like Netflix and Amazon over conventional TV. Additionally, the availability of smart TVs and streaming sticks at competitive prices makes it easier for consumers to access their preferred content at their convenience.
Today’s viewers demonstrate a clear preference for autonomy, choosing to decouple from traditional viewing schedules. This behavioural shift reflects a broader trend of personalisation and convenience. Viewers are empowered to curate their own viewing experiences, aligning with their personal schedules.
While significant events like the World Cup can temporarily boost live viewing figures, they no longer guarantee sustained interest. As technology and consumer preferences evolve, live television must innovate to maintain relevance. Broadcasters might need to explore synergising live content with on-demand features to capture and retain viewer attention.
In summary, while live TV experienced temporary resurgence, on-demand services remain the mainstay for modern viewers, emphasising flexibility and content diversity.
The enduring appeal of on-demand viewing lies in its ability to offer personalised, convenient experiences, fundamentally altering the television landscape.
