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STAT TV: Live TV favors co-viewing

A new research commissioned by Thinkbox in the UK, Screen Life: TV in demand,the marketing body for commercial TV, explains why, in an era when people can choose to watch what they want when they want, the UK continues to watch live TV 90% of the time.

The survey found that the live TV experience satisfies human emotional needs that on demand viewing alone can’t. According to Thinkbox, 54% of the occasions people watch live TV they are with someone else compared to 30% for VOD. For viewers who want to connect and feel like they are sharing a TV experience with the outside world, then live TV was judged by far the best way.

Since live TV satisfies all the need states identified by the study, a wide range of narrative styles and advertisers will fit.

To know more about the findings, click here.


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