YouView: new viewers flocked to C4’s GBBO
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More than 20% of baking show’s audience on the platform had never watched it on the BBC.
More than one in five of the Great British Bake Off’s Channel 4 viewers had never watched the programme on YouView when it was on the BBC.
In fresh tracking data released for the first time seven months after C4’s debut series of GBBO ended, YouView said that 22% of the show’s viewers had never previously used the platform to watch the show during its seven season-run on the BBC.
The data is drawn from the 3 million homes in the UK that use YouView to watch TV.
According to Barb data from overnights.Tv, an upswing in the show’s youth audience could be partly responsible for the increase in first-time C4 viewers.
While the final BBC1 series attracted a consolidated 28-day average audience of 13.8m (49.3%), compared to C4’s 9.4m (33.7%), around 36.5% of C4’s viewers were under 34, more than 3% higher than for the BBC.
In contrast, 18.5% of BBC viewers were over 65, compared to 13.1% for C4.
YouView said there was a significant upswing in live viewers of the GBBO’s later episodes, although presenter Prue Leith’s accidental reveal of the winner may have been responsible for a 10% drop in live viewings for its final episode.
In contrast, the data also showed how recent dramas such as BBC1’s Hard Sun and series two of ITV’s Victoria, experience a sharp decline in live viewers as a series progresses.
Mammoth Screen’s ITV1 period drama’s live viewing figures slipped dramatically, with 92% of those who watched episode one watching the entire series live, compared to 15% of those who watched the final episode as it went out.
Elsewhere, 12% of viewers who watched Hard Sun’s first episode live had watched the series in its entirety via iPlayer within a week of the second episode’s live tx.
YouView’s tracking data will be supplied to its major shareholders BBC, ITV, C4 and Channel 5 but the outfit said that going forward, the data could be offered to more of its content providers.
Chief executive Richard Halton said that the company now offers broadcasters “the kind of advanced insights normally associated with digital OTT platforms”.
“In a world of increasing choice and profound changes in viewer behaviour, it is essential to understand not only what consumers watch, but also how they find programmes across live linear, recorded and VOD content,” he said.
YouView users mix different viewing patterns
Read the Advanced Television article here
UK hybrid digital TV platform YouView has revealed data on how the nation is watching its favourite TV programmes, with analysis suggesting that the vast majority of viewers watch the first episode of a programme on live TV, but then tend to shift towards viewing in a combination of ways.
The platform backhauls 370 million anonymous data points a day, providing insights into how viewers use the YouView interface and how audiences discover and watch linear TV, PVR and on demand programming.
Since the full rollout of the ‘Next Generation’ user experience in June 2017, there have been 8 billion streams of content across the platform. Almost three quarters (73 per cent) of viewers have recorded content, only half of these then go on to watch their recorded programme, with almost half (46 per cent) watching the programme on the same day.
“We are delighted that YouView now offers broadcasters the kind of advanced insights normally associated with digital OTT platforms,” declared YouView CEO Richard Halton. “In a world of increasing choice and profound changes in viewer behaviour, it is essential to understand not only what consumers watch, but also how they find programmes across live linear, recorded and VoD content. We expect to use this data to help broadcasters make better choices and to continually evolve our platform to help viewers find the programmes they love quickly.”
The tracking of every channel, including IP delivered channels and every interaction made with YouView’s set-top boxes, provides a wealth of consumer behaviour data for analysis.
The data reveals insight into how the nation’s best-loved TV programmes are being watched through YouView – more than two in 10 (22 per cent) of viewers of Channel 4’s Great British Bake Off series had not seen the series on the BBC.
YouView also looked into the ‘stickiness’ of a flagship series. In January, the BBC released all six episodes of new crime drama series Hard Sun on the same day the first episode was broadcast on live TV. YouView data shows more than one in 10 (12 per cent) of viewers who watched the first episode went on to watch the entire series on iPlayer within seven days of the live broadcast of the second episode.
Viewers who watch two episodes of a programme are more likely to get hooked and continue to watch the entire season. Series analysis shows that the vast majority of viewers watch the first episode of a programme on Live TV, but then tend to shift towards viewing in a combination of ways.
Figures for ITV also support this trend. Ninety-two per cent of those who watched the first episode of ITV’s Victoria season two watched it on live TV. By the eighth episode, only 15 per cent of users watched the entire season live. Almost half of those viewers initially discovered the programme via the Guide. As the season progressed, however, behaviour started to change, with people consciously tuning to the channel to watch the programme.
“The data we get from YouView is of great value to ITV,” advised Neil Mortensen, ITV Director of Audiences. “They have the ability to deliver real behavioural insights that help us understand how our viewers find their favourite programmes. This data can guide lots of new thinking into the way we schedule and promote our shows.”
Typically, when a YouView set-top box is powered on, the three most common viewer behaviours are to tune to a live channel using the remote control, launch the Guide to select a channel to watch or to watch recorded programmes.
Meanwhile, 25 per cent of all VoD launches happen in the first three minutes of a box launching, suggesting planned viewing behaviour rather than impulse viewing.
Additional insight reveals that almost 40 per cent of all DTT channel tunes, lasting more than three minutes, are made via a YouView feature such as the Guide, Search or Discover, rising to 50 per cent for IP channels. This pattern changes depending on the time of day with viewers far more likely to tune in via YouView features during peak times when there is a greater choice of programmes and they are less certain about the schedule.
The results from this extensive reach into the nation’s remote controls is shared with YouView’s major broadcast shareholders – BBC, ITV, Channel 4 and Channel 5. Going forward these insights could be offered to other content providers on YouView.
“Looking ahead, aggregated data can be used to inform better content discovery across our platform and bring personalisation through machine learning,” noted Halton. “Dynamic ad insertion in linear TV moves into mainstream this year and we are already trialling an end to end solution backed by real time data. Working closely with both our broadcaster and telco shareholders, we are in a unique position to truly understand the demands and opportunities of the ever-changing TV landscape, and how to invest and innovate to meet those demands whilst informing the industry at large.”
YouView reveals only half of those who record shows go on to watch them
Read the Seenit article here
Connected set-top-box firm YouView has revealed some insights into how customers use the platform and how they watch and engage with their favourite shows.
370 million anonymous data points – covering recordings, searches, EPG journeys, VOD and live channel viewings – are collected per day, providing a wealth of consumer behavioural data.
Analysis of this data reveals that while almost three quarters (73%) of viewers have recorded content over the past 12 months, only half go on to watch those recordings, of which almost half (46%) watch the programme on the same day.
The data also reveals that more than a fifth (22%) of viewers of Channel 4’s Great British Bake Off had not seen the series on the BBC, showing that the controversial change of channels had drawn in new viewers to the franchise.
Jim Sturgess and Agyness Deyn star in Hard Sun. Image: Nicky Johnston
YouView also tracked audience engagement with the BBC and Freemantle’s flagship drama, Hard Sun, for which all episodes were made available on the same day that the first episode aired on BBC One.
The firm’s data shows more than one in 10 (12%) of viewers who watched the first episode went on to watch the entire series on iPlayer within seven days of the live broadcast of the second episode.
YouView CEO Richard Halton commented: “ We are delighted that YouView now offers broadcasters the kind of advanced insights normally associated with digital OTT platforms.
“In a world of increasing choice and profound changes in viewer behaviour it is essential to understand not only what consumers watch, but also how they find programmes across live linear, recorded and VOD content.
“We expect to use this data to help broadcasters make better choices and to continually evolve our platform to help viewers find the programmes they love quickly.”
Other insights gleaned from the data include:
When a typical YouView set top box is powered on, the three most common viewer behaviours are to tune to a live channel using the remote control, launch the Guide to select a channel to watch or to watch recorded programmes.
25% of all video on-demand (VOD) launches happen in the first three minutes of a box launching, suggesting planned viewing behaviour rather than impulse viewing.
Almost 40% of all digital terrestrial television (DTT) channel tunes, lasting more than three minutes, are made via a YouView feature such as the Guide, Search or Discover, rising to 50% for IP channels. This changes depending on the time of day with viewers far more likely to tune in via YouView features during peak times when there is a greater choice of programmes and they are less certain about the schedule.
YouView data reveals changing UK TV usage habits
Read the Digtal TV article here
UK hybrid digital-terrestrial and IPTV platform YouView has unveiled the findings of analysis of viewer behaviour that reveals some surprises about the changing ways in which viewers are interacting with services.
YouView has delivered eight billion streams of content since the rollout of the updated platform a year ago.
Some 73% of users have recorded content, but only half of these then go on to watch their recorded programme, with 46% watching the programme the same day.
YouView said that the platform was collecting 370 million anonymous data points a day, providing insights into how viewers use the YouView interface and how audiences discover and watch linear TV, PVR and on demand programming.
That data revealed, among other things, that over one in five UK viewers of UK public broadcaster Channel 4’s Great British Bake Off series had not seen the show when it aired on the BBC, while one in eight viewers of the first episode of BBC crime drama Hard Sun, all of the episodes of which were made available on the same day on iPlayer, went on to watch the entire series with seven days of the initial linear broadcast.
YouView’s analysis of user data showed that viewers who watch two episodes of a programme are more likely to get hooked and continue to watch the entire season. Series analysis shows that the vast majority of viewers watch the first episode of a programme on Live TV, but then tend to shift towards viewing in a combination of ways, the platform said.
Some 92% of views of season two of ITV’s Victoria watched it on live TV. By the eighth episode, only 15% of users watched the entire season live.
YouView also revealed that data shows much of video-on-demand viewing was planned rather than spontaneous.
When a YouView set top box is powered on, the three most common viewer behaviours are to tune to a live channel using the remote control, launch the guide to select a channel to watch or to watch recorded programmes.
However, 25% of all video on-demand launches happen in the first three minutes of a box launching, suggesting planned viewing behaviour rather than impulse viewing.
YouView also said that almost 40% of all digital terrestrial television channel tunes, lasting more than three minutes, are made via a YouView feature such as the Guide, Search or Discover, rising to 50% for IP channels.
“Looking ahead, aggregated data can be used to inform better content discovery across our platform and bring personalisation through machine learning. Dynamic ad insertion in linear TV moves into mainstream this year and we are already trialling an end to end solution backed by real time data. Working closely with both our broadcaster and telco shareholders, we are in a unique position to truly understand the demands and opportunities of the ever-changing TV landscape, and how to invest and innovate to meet those demands whilst informing the industry at large,” said YouView CEO Richard Halton.
