New subscription streaming video services coming from Disney, Apple and WarnerMedia, in addition to Disney’s Hulu, all eye the United Kingdom as market growth opportunities.
But will consumers there even care?
New research from online ad exchange OpenX and The Harris Poll, found that nearly 90% of U.K. consumers limit their SVOD services to one or two, with just 12% having three or more.
The report was commissioned to underscore the effectiveness of advertising in an evolving media landscape and changing consumer viewing habits.
Regardless, television consumption continues to proliferate. The report found that consumers stream nearly seven hours of video per week. Millennials stream upwards of 10 hours weekly.
Older baby boomers, on the other hand, consume 16 hours of live TV weekly, while millennials stream 77% more than watch traditional TV.
“Whether they are watching TV, using a mobile device or browsing the web on a desktop computer, the way consumers are engaging with media is changing rapidly,” Gavin Stirrat, VP of partner services, EMEA at OpenX, said in a statement.