UK household OTT viewing times 17% longer than linear TV

Celeste Huang

The latest Samsung TV research on consumer viewing habits.

UK households spent on average 17% longer viewing content on video streaming platforms than linear TV in H1 2023, according to latest research from Samsung TV. 

In particular, consumptions from 18-44 over-indexed for time spent on streaming (an average of 22%) versus their 45+ counterparts. 

Samsung TV identified one group of its devices as “streaming-centric TVs” – TVs that spent more than 55% of total viewing time on streaming platforms – and reported that those OTT-heavy viewers streamed on average 81 hours in September this year.

Smart TV installation and streaming apps have fuelled the growth of streaming time and...

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