Less than 1% of live TV viewing takes place away from the TV set

Rob Clapp

An overview of video viewing by device in the United Kingdom among all adults and those aged 16-34.

TV is by far the most popular device to view video content in the UK, according to data from IPA Touchpoints. TV was the most popular device to watch multiple different forms of video, with YouTube content the only exception.

Among all adults, 99.0% of live/streamed/recorded TV viewing was on a TV. For broadcaster video-on-demand (BVOD) catch-up and subscription video-on-demand (SVOD), this was at two-thirds (66.0%) while other online video consumption registered at 39.0%. For YouTube content, laptops and mobile were the most preferred devices, accounting for 41.0% and 25.0% of all YouTube viewing respectively. TV placed third at 18.0%....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands