Ofcom-媒体国家：2018英国人年度观影报告（英文）-2018.7-81页-5mb

Summary of the Media Nations: UK 2018 Report

Core Content

The Media Nations: UK 2018 report by Ofcom is the first annual publication of its kind, focusing on trends in the television and audiovisual (TV and AV) sector, as well as the radio and audio industry. It provides data and analysis on traditional broadcast services, subscription on-demand (SVoD), and streaming services, highlighting shifts in audience behavior and industry dynamics.

Main Trends and Key Findings

1. Shift in TV Viewing Habits

• Total daily TV and AV viewing in 2017 was 5 hours 1 minute, with 71% being broadcast content and 29% non-broadcast (e.g., YouTube, Netflix, Amazon Prime Video).
• Broadcast TV viewing on the TV set fell by 9 minutes (4.2%) to 3 hours 22 minutes per day, a 15.7% decline since 2012.
• Non-broadcast content is increasing, with 42 minutes (17%) of total TV viewing time on the TV set now attributed to non-broadcast services.
• Younger audiences (16-34 years) are more inclined to consume non-broadcast content, averaging 2 hours 37 minutes of non-broadcast viewing daily.
• The profile of broadcast TV viewers is aging, with over-54s contributing more than 50% of all broadcast TV viewing.

2. Rise of Online Video and Impact on Traditional TV

• Subscription on-demand services (e.g., Netflix, Amazon Prime Video, NOW TV) are gaining traction, with 15.4 million subscriptions in Q1 2018, surpassing 15.1 million traditional pay-TV subscriptions.
• Online video advertising reached £1bn for the first time, while TV advertising revenue declined by 7% in real terms to £3.9bn in 2017.
• SVoD revenue grew by 35% to £895m, and online advertiser-funded video grew by 25% to £1bn.
• TV advertising growth has slowed, with an average annual increase of 0.4% over the last five years.

3. Public Service Broadcasting (PSB) and Audience Satisfaction

• 75% of viewers reported being very or quite satisfied with PSB broadcasting in 2017, consistent with previous years.
• PSBs remain a trusted source for news, children’s programming, and UK-made content.
• Children's programming is highly valued, with 83% of parents/carers considering it important, and 81% believing it delivers quality content for children.
• Satisfaction with PSB's role in representing the UK is lower, with only 56% rating it as 7 or higher on a 1–10 scale.
• Investment in UK-made content by PSBs has reached a record low, with £2.5bn spent in 2017, down 28% from the 2004 peak.

4. Local TV Sector Challenges

• Local TV services face ongoing financial difficulties, with £20m in expenditure versus £10.4m in income in 2017.
• The sector is struggling to adapt to changing viewing habits and revenue models.

5. Radio and Audio Landscape Transformation

• Digital listening now accounts for over 50% of all radio listening hours, with DAB coverage reaching 90% of the UK.
• Smart speakers and digital platforms are driving this shift, especially among younger audiences.
• Live radio remains the most popular format, accounting for 75% of all audio listening.
• National commercial radio is thriving, with 1% growth in real terms to £557m in 2017.

6. Subscription Video-on-Demand (SVoD) Growth

• SVoD services (Netflix, Amazon Prime Video, NOW TV) are rapidly growing, with Netflix being the most popular, reaching 9.1 million households in Q1 2018.
• Amazon Prime Video showed the highest year-on-year growth, increasing by 32.7% to 4.8 million subscribers.
• Smart TVs and streaming media players are the main devices used for VoD consumption, with 67% of all VoD viewing happening on TV sets.
• 52% of TV households in the UK are connected to the internet, enabling access to online content.

7. SVoD and Pay-TV Interactions

• SVoD users are more likely to downgrade pay-TV services (cord shaving) than cancel them entirely (cord cutting), with 36% of SVoD users dropping premium pay-TV aspects.
• Over 70% of SVoD subscribers still have a traditional pay-TV subscription, indicating a complementary rather than exclusive relationship.

8. Sports Rights and New Platforms

• Amazon Prime Video has secured significant sports rights, including 20 Premier League matches per season from 2019 and £30m for the US Open.
• DAZN, a sports streaming service, has agreements with Matchroom Boxing and J-League.
• Facebook Watch is available in the US but not yet in the UK, offering live sports and interactive features.

Key Statistics

• 71% of all TV viewing is broadcast.
• 52% of TV households connect to the internet.
• 38% of Netflix subscribers cite original content as a key reason for signing up.
• 15.4 million subscriptions to Netflix, Amazon, and NOW TV in Q1 2018.
• £2.5bn spent on UK-originated content by PSBs in 2017 (a 28% decline from 2004).
• 75% of audio listening is to live radio.
• 51% of SVoD users subscribe to more than one service in Q1 2018.

Conclusion

The report highlights a shift from traditional broadcast TV to online and on-demand services, driven by superfast broadband, connected TVs, and changing consumer preferences. While PSBs remain trusted for news and children's programming, they face challenges in maintaining UK-made content investment and fair regional representation. Radio continues to be resilient, with digital platforms increasing their share of listening time. The SVoD sector is growing rapidly, with Netflix leading the way, and pay-TV adapting by integrating SVoD services into their offerings. Sports rights are becoming a key battleground for online platforms, with Amazon and DAZN making significant moves in this space.