A quarter of the British population (26%) spend more time watching on-demand TV content than traditional linear TV, according to a new study by YouGov.

The trend is most prevalent among respondents aged 18-24, with 41% of this demographic watching a majority of on-demand content compared to 15% of people aged 55 or older.

The popularity of on-demand viewing is driven in part by the increased use of connected TV devices which give viewers access to a range of online content.

Econsultancy’s new Connected TV Smart Pack highlights market trends, key statistics and case study examples of companies using connected TV for marketing and provides an overview of the main players in this increasingly important sector.

It includes statistics from Informa Telecoms and Media which suggest there will be more than 1.8bn connected TV devices in homes worldwide by 2016.


YouGov’s survey highlights the importance of internet connected TV for driving on-demand viewing.

It found that 35% of smart TV owners (TVs that connect directly to the internet without the need of another device) say the majority of their TV viewing is on-demand, increasing to 53% in the 18-24 age range.

The ability to offer clickable, targeted ads on smart TVs also appears to be having an impact on engagement.

  • Only 14% of people say they pay attention to ads on TV but this doubles to 29% amongst 18-24 year old smart TV owners.
  • One in four (25%) smart TV owners have never used their device to connect to the internet. 
  • And only one third (37%) of people planning to buy a smart TV said that connecting to the internet was a reason for considering a purchase.
  • However, 47% of all smart TV owners are using their device to access the internet at least once a week.

Looking at which manufacturers stand to benefit most from the increased usage of smart TVs, it appears that Samsung is the standout winner.

While 36% of smart TV owners have a Sony device compared to 33% who own a Samsung, almost two-thirds (62%) of people planning to purchase one in the next 12 months are considering Samsung.