Last week Amazon announced it was adding more than 40 live TV channels to its UK streaming service, upping the stakes against rival Netflix and pay-TV operators like Sky.

This broadening of content is a smart move for Amazon and a direct response to the TV behaviors of consumers more generally. On-demand subscription and catch-up services continue to gain traction, being used by about half of internet users each week, but there’s no doubting the continued importance attached to live TV.

Around 3 in 4 online adults say they watch TV live as it is broadcast on a weekly basis – meaning they’re 50% more likely to be doing this than watching TV on catch-up. And even for 16-24s, who are leading the charge towards online forms of TV, there’s still a 10-point difference between the numbers watching TV live (59%) and via catch-up (48%).

1 in 2 Watching Catch-Up TV Each WeekExplore data in PRO PlatformGet the GWI Entertainment Q1 2017 Report


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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