In 2020, the number of consumers that watched traditional TV on a weekly basis was lower than it had been in at least the last 4 years, at 79%, according to a December 2020 study conducted by AudienceProject.
Similar patterns can be seen in behaviour across regions like Germany, Denmark, Sweden and Norway. The trend is even more pronounced in the US, where just 59% watched traditional TV in 2020 compared to 83% in 2017.
This consistent drop in traditional TV viewing is being replaced, unsurprisingly, by popular subscription streaming services like Netflix, Disney+ and Amazon Prime. In the UK alone, those that use streaming platforms at least one a week has risen from 49% in 2018 to a much larger 77% in 2020, with under 45s dominating the shift.
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As a result, nearly one in five (17%) UK consumers are now ‘pure streamers’ – that is, individuals who have ditched traditional TV altogether in favour of streaming services. The figure will no doubt increase over time, especially on account of new habits formed during the pandemic. Indeed, last year, 27% of UK respondents to the study said they had either watched less traditional TV or had begun using streaming services more than they did in 2019.
The UK still has some way to go before it catches up with the viewing habits of consumers in the US, who lead the way globally, with one-third (32%) now classified as pure streamers.