A survey of multiscreen viewers has found Brits watch on average
64 minutes of on demand TV a day, almost as much as the amount of
live TV (69 minutes).
Millward Brown's 2015 AdReaction study: Video Creative in a
Digital World looks to understand how people with a TV and either a
smartphone or a tablet, aged between 16-45 years old, consume video
content. The data shows multiscreening Brits watch nearly
half-an-hour more on demand TV than the global average (64 minutes
v 37 minutes) and only slightly less than our American friends, who
watch 66 minutes a day.
When it comes to consuming video on mobile, we found
multiscreeners in the UK watch 32 minutes a day, less than the
global average of 45 minutes per day, and far less than countries
like China (59 minutes a day) and Malaysia (66 minutes per
Both UK and global results confirm the home as the most popular
video viewing location. UK results show 90% view at home, 12% at
work, and 15% at somebody else's house.
Watching live TV and on demand TV is still a very social
activity in the UK, with 63% of our multiscreeners watching live
with other people and 51% watching catch-up with others.
Unsurprisingly, considerably less British people watch video with
other people on a computer (25%), tablet (29%), or smartphone
(25%), significantly behind the global average: computer (35%),
tablet (35%), or smartphone (33%).
You can play with the AdReaction data yourself on Millward Brown's
Source : Kantar Millward Brown