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New report to reveal on-demand and live-streamed TV viewing figures

Monday, July 27th 2015 by Phil Wilkinson-Jones

The company responsible for official UK TV audience measurement is to publish its first set of online viewing figures in September.

The TV Player Report will provide official BARB (the Broadcasters’ Audience Research Board) figures for on-demand and live-streamed content through online TV player apps such as BBC iPlayer and All 4.

It is the first set of BARB data to focus on viewing through mediums other than a traditional TV set – namely laptop and desktop computers, tablets and smartphones.

The report will look at viewing activity at a device level rather than a personal one, with data generated by a new software code that has been implemented by broadcasters.

BARB called it “one of the most advanced audience measurement systems for online TV viewing in the world” and said it will help deliver Project Dovetail, which will combine device-based data with BARB’s panel data.

BARB CEO Justin Sampson said: “We’re excited to be introducing our customers to the TV Player Report.

“It’s a significant innovation from BARB and the result of close collaboration with broadcasters.

“At its heart is the generation of a census-level dataset that will provide our customers with a gold standard measure of online TV viewing.”

'New reality'

Cable.co.uk previously reported on research by Accenture that found the popularity of the traditional television set is taking a hit.

The Digital Video and the Connected Consumer report looked at the usage of various types of media across 24 countries.

TV was the only product category to see uniform, double-digit usage declines across different types of media worldwide among viewers of nearly all ages.

Viewing of long form video content, such as movies and television on a TV screen, declined by 13% globally over the past year. Sports viewership on TV screens declined by 10%.

”We are seeing a definitive pendulum shift away from traditional TV viewing,” said Gavin Mann, Accenture’s global broadcast industry lead.

“TV shows and movies are now a viewing staple on mobile devices of all shapes and sizes, thanks to improved streaming and longer battery life.

“The second screen viewing experience is where the content creators, broadcasters and programmers will succeed or fail.”

Future leaders in media and entertainment will be those who listen to the audience and can tailor their content and services to “this new reality”, he added.

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