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Q2 2020 UK Video Consumer Deep Dive

Report by Tim Mulligan
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The 20,000 Foot View: UK video engagement in        2020 remains primarily a two-horse race between subscription-based Netflix and ad-supported YouTube, which returned to dominance with        weekly average user penetration – three percentage points higher than Netflix. Against this trend new streaming entrant Disney+ has achieved        weekly average user penetration, underlying the rising competition between the subscription-based and ad-supported video streaming alternatives as the UK streaming market matures.

Key insights

  • YouTube and Netflix have been the biggest long-time gainers in UK video consumption since        2017, with YouTube overtaking Netflix in        2020
  • YouTube weekly average use was        in        2020, making it the most popular UK video service
  • YouTube weekly average user penetration declines with age:        of        year olds are YouTube weekly active users, declining to        among        year olds and        among over        was a big winner during lockdown with a        percentage point increase in weekly average users, highlighting the growth of multiple video-on-demand subscriptions 
  • With        of UK consumers never having subscribed to a video on-demand service, distribution partnerships will be key for direct-to-consumer entrants into the UK market
  • The TV set remains the primary means of watching TV content in the UK in        2020, with        of consumers engaging for        hours per week 
  • Meanwhile,        of UK consumers watch YouTube and        watch subscription video on demand 
  • Linear TV is still important –        of UK consumers spend between        hours per week watching live TV
  • However, TV show and movie viewing on TV sets is lower than subscription video on demand at        monthly average use – which is still over three times PC viewing, the second-most popular device for UK TV show/movie viewing

Companies and brands mentioned in this report:        Player, Channel        Amazon, Amazon Prime Video, Disney, Disney+, Facebook, iPlayer, Netflix, Now TV, ITV, ITV Hub, ITV Hub+, Sky Go, YouTube, Virgin Media

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