Insights into Device and TV Viewing Trends - A 2022 Analysis
Explore the 2022 viewing habits of individuals, particularly focusing on the 16-34 age group, across different devices and platforms. Discover statistics on video consumption, preferences for online content, and the significance of live viewing for sports events. Gain insights into the evolving landscape of TV and device viewing behaviors.
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Beyond the TV set: device viewing LG Televisions - Mega
2022 video viewing 16-34s ALL INDIVIDUALS Average video time per day 4.4% All Individuals: 4 hrs, 30 mins 16-34s: 3 hrs, 47 mins 16-34 16.5% 11.4% TikTok 26.9% YouTube 2.0% 27.7% Other online video 3.1% 0.3% 0.4% Online 'adult' XXX video 59.5% Cinema 0.3% 24.2% 13.7% Blu-Ray / DVD 5.6% 3.3% SVOD / Other AVOD 0.6% Broadcaster TV Source: 2022, Barb / Broadcaster stream data / ViewersLogic / IPA TouchPoints 2022 (wave 1 and 2) / Pornhub / UK Cinema Association
Device Video Viewing Time 16-34 ALL INDIVIDUALS Average video time per day (Device) All Individuals: 1 hr, 14 mins (27% total video day) 7.0% 16.1% 16-34s: 1 hr, 58 mins (52% total video day) 16-34s 10.8% 4.4% 11.7% 22.0% TikTok YouTube Other online video Twitch Online 'adult' XXX video SVOD / Other AVOD Broadcaster TV 6.5% 11.4% 4.1% 6.4% 2.2% 4.9% 44.9% 47.6% Source: 2022, Barb / Broadcaster stream data / ViewersLogic / IPA TouchPoints 2022 (wave 1 and 2) / Pornhub / UK Cinema Association
Viewing to TV content is predominantly done on the larger screen Live TV BVOD AVOD Playback / SVOD / Other All other online video YouTube TikTok % of all video time % of all video time* 46.7% 12.8% 13.7% 26.5% 4.4% 2.0% 99.2% 95.0% 80.5% 26.1% 0.2% 7.1% 84.0% 0.3% 1.3% 10.7% 20.0% 1.3% 57.1% 4.6% 0.3% 2.1% 3.9% 13.9% 2.8% 4.1% 2.8% 0.2% 1.7% 4.9% 40.0% 95.7% 31.6% 8.7% Source: Barb 2022
16-34 viewing to TV content is predominantly done on the larger screen Live TV BVOD AVOD Playback / SVOD / Other All other online video YouTube TikTok % of all video time % of all video time* 17.9% 9.0% 24.2% 27.7% 11.4% 5.6% 97.9% 90.9% 77.3% 23.2% 0.2% 8.6% 60.7% 0.9% 2.3% 13.5% 23.6% 0.8% 57.2% 11.6% 0.5% 3.1% 3.6% 10.1% 1.8% 2.6% 4.3% 0.7% 3.7% 5.5% 43.1% 97.3% 31.6% 23.4% Source: Barb 2022, 16-34s
Sports is time-sensitive so has high levels of live viewing 234k 15.16 million Viewed on same day as live viewing Live TV set viewing 664k 16.08 million total viewers Device viewing 27k Time-shifted TV set viewing Source: Barb 2022. Individuals, Live +3min. World Cup QF: England v France, ITV, 10 December 2022. Device and time-shifted viewing within 28 days of broadcast
Device viewing allows flexibility in watching reality TV 2.07 million Live TV set viewing 5.52 million total viewers 2.14 million 1.31 million Time-shifted TV set viewing within 28 days of broadcast Device viewing live, and time- shifted Source: Barb 2022. Individuals, Live +3min. Love Island, ITV2, 7 July 2022
Top 5 commercial programmes with largest proportion of device viewing Total audience 1.57m 1.03m 2.15m 1.46m 4.55m Device viewing TV set viewing 100% PROPORTION OF VIEWING 90% 80% 70% 73.9% 60% 79.9% 81.2% 84.5% 85.3% 50% 40% 30% 20% 26.1% 10% 20.1% 18.8% 15.5% 14.7% 0% LOVE ISLAND, ITV2 (17 JUN) MADE IN CHELSEA, E4 (7 NOV) WORLD CUP 2022: ARG V KSA, ITV1 (22 NOV) WORLD CUP 2022: MAR V CRO, ITV1 (23 NOV) WORLD CUP 2022: SUI V CMR, ITV1 (24 NOV) Source: Barb, 2022, individuals. Average audience figures, TV and Online Pre-broadcast and 1-28 days, TV set and devices viewing. Based on programmes with 1 million+ total TV viewers
