Ofcom have released the very first edition of its Online Nation report. It takes a closer look at how people use the internet and also how they perceive their online experiences.
There are some findings that will be of interest to the broadcast media industry. Of note is Netflix being counted amongst the top ten online properties that users invest their time in. The report also highlights that Netflix is the only pure paid-for subscription service named in the top ten properties.
Users have been spending more time on Google properties (there was 3-minute increase from 2017 to 2018) and this appears to have been largely driven by the YouTube audience.
The report points out the top ten entertainment sites favoured by the digital population. BBC iPlayer and ITV Hub both feature in this list and surpass Netflix in terms of reach. However, when considering the amount of time spent at each property, this is reversed as users appear to spend more time on Netflix than they do on both the BBC’s and ITV’s on-demand services.
Online Nation also comments on the relationship between advertising revenues and connected televisions. Connected televisions provide a large source of online advertising revenues. Between 2013 and 2018, revenues have experienced a steep annual growth of 40% a year; this is positively correlated to the rising popularity of smart TVs and other connected TVs.
The full report is now available to read on Ofcom’s website.
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