The UK is still at a relatively early stage of convergence when it comes to digital entertainment such as TV shows, films, short-form video, games, music and social networking. But momentum is building.
The Office for National Statistics (ONS) reported that 53% of UK Web users ages 16 to 24 watched TV or listened to radio online in 2009. Many gamers are exploring play on mobile phones or interactive TV, while others watch video on their Xbox, Wii or PlayStation 3. Meanwhile, broadcasters and other media firms are working to make live TV more interactive.
New devices such as Apple’s iPad will likely accelerate converged entertainment consumption in the UK in 2010 and beyond. But content owners will find it hard to make money. Consumers may be prepared to pay for premium TV, movies, music and games, but a majority believe other Internet content should be free to access.
Advertisers and marketers also face major challenges. As channels and platforms multiply, many audiences will fragment. Monitoring shifts in consumer media behavior—and any emerging synergies between content and specific devices—will be crucial.
Key questions this report answers:
- How many UK Internet users are engaging with video, TV and film content online?
- How quickly is video viewing spreading to other devices?
- How popular is social networking on mobile phones?
- Are UK consumers willing to pay for entertainment content?
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