British programmatic media company MiQ recently released a report on the UK television market, which provides a detailed analysis of the changing trends and future development opportunities in the UK television industry.

The report surveyed data from 1200 consumers and provided a detailed analysis of British television viewing habits and the latest trends in the market. The report emphasizes the need for advertisers to respond promptly to changes in audience behavior in order to fully utilize the current transformation in the television industry.

The main findings of the report include:

The duration of watching programs in British households using both traditional radio and connected television (CTV) is 72% longer than using only traditional radio and television. The average viewing time of British people on connected television exceeds 3.5 hours per day.

74% of British adults use connected television, and it is expected that advertising costs for connected television in the UK will reach ￡ 2 billion by 2025.

More than half of UK marketers plan to increase their marketing investment in connected television within the next 12 to 24 months, with 46% already focusing on connected television in 2024.  IPTV

Affected by the cost of living crisis, 47% of British viewers will consider switching to more economical advertising based streaming platforms.

As the audience's acceptance of AVoD (ad based video on demand) services increases, advertisers need to be careful not to over advertise to the same audience group. In contrast, traditional radio and television viewers in the UK are exposed to more than four times as many advertisements as viewers of connected television. The data shows that when the number of advertisements per hour is less than 5, British audiences will not feel tired from advertising.

40% of British viewers often or always use a second screen simultaneously while watching streaming videos or TV. More interestingly, 51% of British people interact with advertisements while watching TV programs, with 16% even immediately searching for related products on the second screen. This indicates that advertisers need to effectively reach audiences through omnichannel marketing.