The increasing number of content platforms now available means consumer TV viewing habits have seen a radical shift. Being on the right advertising platform, understanding your target audience and reaching them where they consume content is more important than ever.
Despite the undeniable fact that TV still provides huge reach, it is not surprising that Ofcom reports that consumers are shifting from linear TV to streaming services at record rates. In this report, which reveals trends in the media sector including broadcast TV, radio, audio streaming and online video, Ofcom highlights that linear TV viewership dropped from 83% in 2021 to 79% in 2022.
It’s easy to assume that since many consumers have made the change from linear TV to streaming platforms, the traditional targeting methods and audience recipes can remain the same. However, Starcount data has the power to unravel this belief and identify who the streaming audience is, what they care about most and what makes them different from linear TV viewers.
Leveraging Starcount’s open banking data we are able to identify consumers who currently have subscriptions to major streaming platforms such as Netflix, Amazon Prime Video and NowTV.
Whilst, according to Ofcom, two-thirds (66%) of UK households reported using a subscription video-on-demand service in 2023, our data indicates that from this audience the highest indexing age category is 18-24. Additional demographic features include a slight male skew and, over-indexing residential locations including South-West and North of England.
Interestingly, open banking data also reveals that the desire for variation in programming means that streaming audiences are paying for a number of streaming services rather than showing loyalty to one. Netflix, Amazon Prime Video and Disney+ customers are more likely to pay for an additional four platforms, whereas for Amazon Prime Video we see this increase to five additional video on demand brands. Convenience, price and choice are also key motivations when spending is concerned in other areas of their lives. This can be seen through the data, which highlights that this younger audience has an affinity with online brands and additional subscription services such as Spotify, eBay and Deliveroo.
Timing is also a key factor for Streaming audiences. Using our data we were able to highlight the differences in monthly spend between the major streaming platforms. According to the data, the most popular streaming platform is Netflix, followed by Amazon Prime Video, Disney+ and Now TV. From February to March and around October we see a spike in all streaming platform spend which coincides with many new season releases.
Conversely, the dip in spend seen in January highlights two key factors for this audience; Firstly, that money is a consideration during this month and cuts in spend will be made when necessary. Secondly, January is often one of the best months for new releases on the standard linear TV channels. This can be witnessed this year with programming such as The Traitors and Mr Bates vs The Post Office, both being seen as unmissable TV viewing for all demographics.
Let’s now delve deeper into the external factors and motivations which shape the audiences’ viewership preferences and the key drivers behind their platform choices.
Using Starcount’s social media data we profiled the streaming audience to subsequently identify their top brands, influencers and media preferences. Top interests identified for this group were gaming, watching movies, sci-fi, comic books and anime. This is also echoed in both their brand preferences and main influencers, with brands such as Marvel, Netflix, SpaceX and PlayStation seeing high engagement rates for streamers, alongside Tom Holland, Ryan Reynolds and Elon Musk.
Grasping what the audience love and care about most allows us to understand why they would choose a particular streaming service. For example, it is clear that Disney+’s Marvel portfolio is an important factor in platform choice for our identified audience.
What are the key differences between Streamers and Linear TV viewers?
Starcount data has identified a number of contrasts between these two groups, some are more obvious than others. The four main differentiating factors are:
Demographics: Despite the recent slow shift in viewing habits amongst the older demographic from linear TV to streaming (Ofcom), our data highlights that linear TV viewers are most likely to be 55+ with a slight female skew. We also see a higher income for this older group which is reflected in both their spending habits and interests.
Spend: Linear TV viewers spend their money on home and gardenware and more are more likely to be Sky customers. Our open banking data identifies that these audiences are more likely to be home owners and subsequently bill payers with spend seen on Octopus Energy and British Gas. They are also less online obsessed than streamers and more likely to take time away from the online world with spend identified at brands such as the National Trust.
Interest: Top categories of interest include food & drink, comedy, soap operas and the news. Again this informs us as to why they are more likely to tune into linear TV channels… to consume their favourite content such as Coronation Street and This Morning.
Influencers: For this group, prime time TV talent sees the highest engagement on social media. This includes well-loved ITV presenters such as Ant&Dec, Holly Willoughby and Demot O’Leary. Again, this talent is driving viewing decisions for the linear TV audiences.
In Conclusion…
TV viewership is shifting towards more diverse platforms, channels and screens. The audiences embracing these changes value choice and are likely to engage with multiple streaming subscriptions which cater to their interests, as we see with Disney+ and Marvel. For our streamers, Starcount data revealed that choice, speed, variation and price are key driving factors in their purchasing decisions, not just within the TV space but across all aspects of their lives. Whereas our linear TV viewers value familiarity, stability and security as we see in their choice to stay loyal to their scheduled viewing of soaps, game shows and the news hosted by their favourite presenters.
How can you use this data:
Starcount data is available to use across your campaign journey. From insights, planning and omnichannel activation we are able to support you in the best ways to reach your linear TV audience or streamers. In today’s advertising world, there is no one-size-fits-all approach but the best place to start is by finding the right partner who can help you meet your brand’s unique set of needs and deliver the right message to your audiences.
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