Today’s Thinkbox Q1 report showing increasing TV viewing must be paused over for two reasons (first, results are skewed by changes in the data collection method; second, it’s compiled by TV’s own metrics agency for a body that exists to pump up TV’s credentials to advertisers).
But, beneath the top line (that weekly telly viewing has increased from 2 hours 29 minutes to 3 hours 4 minutes since last year), the research at least begins to quantify the scale of UK VOD views for us…
– 6.9 percent of UK TV viewing is now time-shifted.
– In homes with PVRs (eg. Sky+, Freeview+, V+), that rises to 13.7 percent.
Thinkbox wastes no time saying that commercial TV viewing has risen by over an hour a week since last year to 18 hours 29 minutes. But it overlooks one problem – while more people may be watching commercial TV on-demand, they can then skip the commercials contained within.
Also today, Virgin Media (NSDQ: VMED) released the latest in its continuing line of stats trumpeting its VOD success. Its cable TV services – which, unlike Sky’s Sky+ PVR, give viewers a full, readymade selection of VOD without having to schedule their own recordings – clocked 200 million views during Q1, not including its own V+ PVR.
Virgin likes putting out the stats, which show genuine growing UK VOD appetite, to woo advertisers. So how’s it faring on monetising on-demand? So far, it’s only selling ads against its own, VMtv channels – Living, Bravo and Virgin1 – and only to one agency, Aegis, on an exclusive basis.
Virgin Media won’t tell paidContent:UK how much money it’s making this way, citing commercial sensitivity. But consumption is going great guns – 50 million Q1 iPlayer views, 19 million for 4oD and 6 million for ITV (LSE: ITV) Player’s Coronation Street. Some 58 percent of Virgin Media TV customers are now using its VOD services.