The likes of Amazon and Netflix are broadening their content in every market. Many may consider this a direct response to the TV behaviors of consumers more generally. On-demand subscription and catch-up services continue to gain traction, being used by about half of internet users each week. Data from Global Web Index however suggests that this trend does not undermine the continued importance of live TV.
Around three in four online adults say they watch TV live as it is broadcast on a weekly basis – meaning they’re 50 percent more likely to be doing this than watching TV on catch-up. And even for 16-24s, who are leading the charge towards online forms of TV, there’s still a 10-point difference between the numbers watching TV live (59 percent) and via catch-up (48 percent).