2023-09-05-Opcom-2023年媒体报告_72页_2mb

Overview: Media Nations UK 2023

• Ofcom's sixth annual report analyzing UK media trends, including TV, online video, radio, and audio consumption.
• Key themes: ongoing decline in broadcast TV, shift to subscription and ad-supported OTT services, and digital transformation across media.

TV and Video Trends

• Overall Viewing: UK adults spent 4 hours 28 minutes daily on video content in 2022, a 12% decrease from 2021. Broadcasters retained 60% of total video viewing.
• SVoD Lag: Subscription video-on-demand (SVoD) growth slowed, with household penetration nearing a plateau. Netflix introduced an ad-supported tier to drive revenue.
• Broadcast Decline: Broadcast TV viewing decreased by 16% year-on-year, driven by declines among younger audiences. However, older viewers increasingly adopt streaming services like Disney+.
• Genre Shift: Sports and drama rose (BBC spend grew by 47%), while children's programming saw a long-term decline.

Radio and Audio Trends

• Commercial Radio: Ad spend grew 3%, led by local advertising and sponsorships. Brands like Smooth and Magic retained and expanded their audiences.
• Audio Streaming: Spotify dominated music streaming (59% of users) and podcasts. Music streaming reached 47% penetration, though reach plateaued.
• AM Decline: Analogue AM/FM continues to shrink due to competition from digital platforms. Smart speakers now account for a fifth of home radio listening.

Podcasts

• Growth in listening increased from 18% to 19.6%, driven mainly by audiences aged 25–44.
• Key themes: high-value for news and entertainment; listeners appreciate convenience and wider content. Monetization through subscriptions is leading for advertisers.

Device Shifts

• Smart speaker adoption hit 42% of households, with most used for streaming and radio. In-car listening increasingly relies on DAB as infotainment systems with streaming apps become standard.

Key changes: TV advertising stabilized after pandemic surges, reflecting economic pressures; pure-play SVoD is seeking new revenue streams via advertising and licensing; broadcasters are investing in digital-first content but face declines in traditional programming.