Linear vs non-linear viewing: A qualitative investigation exploring viewers’ behaviour and attitudes towards using different TV platforms and services providers Qualitative research report Prepared for Ofcom 1 Contents Contents ..................................................................................................................................2 1 Executive summary .......................................................................................................5 1.1 Background to the research................................................................................................ 5 1.2 Summary of key findings .................................................................................................... 5 2 Background and objectives ..................................................................................... 13 2.1 Background ..................................................................................................................... 13 2.2 Research objectives ......................................................................................................... 13 2.3 Research approach.......................................................................................................... 14 2.3.1 Overview......................................................................................................................... 14 2.3.2 Workshop groups – overview and sample ......................................................................... 15 2.3.3 In-home ethnographic interviews – overview and sample ................................................... 16 2.3.4 A note on terminology used .............................................................................................. 16 3 Understanding viewing behaviours and motivations ....................................... 18 3.1 Introduction ..................................................................................................................... 18 3.2 Summary of key findings .................................................................................................. 18 3.3 Current viewing habits...................................................................................................... 19 3.3.1 Current viewing habits: Younger (c.16 to 24) ..................................................................... 19 3.3.2 Current viewing habits: Family (c.25 to 54) ........................................................................ 21 3.3.3 Current viewing habits: Older (55+) ................................................................................... 22 3.4 Viewers’ understanding of the TV landscape ..................................................................... 24 3.4.1 Market perceptions: Younger (c.16 to 24) .......................................................................... 24 3.4.2 Market perceptions: Family (c.25 to 54) ............................................................................. 25 3.4.3 Market perceptions: Older (55+) ....................................................................................... 25 3.5 Linear versus non-linear behaviours and motivations ......................................................... 27 3.5.1 Linear ............................................................................................................................. 27 3.5.2 Recorded ........................................................................................................................ 28 3.5.3 Free VOD........................................................................................................................ 29 3.5.4 SVOD ............................................................................................................................. 31 3.6 Reflections on linear and VOD viewing.............................................................................. 32 3.6.1 Living without linear TV .................................................................................................... 33 3.6.2 Living without VOD .......................................................................................................... 33 3.7 Device behaviours and motivations ................................................................................... 35 3.7.1 Linear viewing ................................................................................................................. 35 3.7.2 Non-linear viewing ........................................................................................................... 35 2 4 TV platform operators: choices and perceptions .............................................. 38 4.1 Introduction ..................................................................................................................... 38 4.2 Summary of key findings .................................................................................................. 38 4.3 Choic e of pay-TV platform operators ................................................................................. 39 4.4 Perceptions of pay and free-to-air TV platforms ................................................................. 42 4.4.1 Perceptions of pay-TV platforms ....................................................................................... 42 4.4.2 Perceptions of free-to-air TV platforms .............................................................................. 44 5 Content providers: choices and perceptions...................................................... 46 5.1 Introduction ..................................................................................................................... 46 5.2 Summary of key findings .................................................................................................. 46 5.3 Free VOD services .......................................................................................................... 46 5.3.1 Broadcaster catch-up services .......................................................................................... 46 5.3.2 Other internet servic es ..................................................................................................... 47 5.4 SVOD services ................................................................................................................ 47 6 On-demand content discovery and navigation .................................................. 49 6.1 Introduction ..................................................................................................................... 49 6.2 Summary of key findings .................................................................................................. 49 6.3 On-demand content discovery and navigation.................................................................... 49 6.4 Broadcaster catch-up services .......................................................................................... 50 6.5 SVOD ............................................................................................................................. 51 7 Contractual switching between providers ........................................................... 52 7.1 Introduction ..................................................................................................................... 52 7.2 Summary of key findings .................................................................................................. 52 7.3 Switching between TV platform operators .......................................................................... 52 7.3.1 Motivations for switching TV platform operator ................................................................... 52 7.3.2 Barriers to switching TV platform operator ......................................................................... 54 7.4 Switching between content providers ................................................................................ 54 Appendices .......................................................................................................................... 56 Appendix A: Case Studies ............................................................................................... 56 Appendix B: Workshop groups discussion guide .................................................... 70 Appendix C: In-depth interviews discussion guide.................................................. 76 Appendix D: Workshop groups recruitment screener questionnaire ................. 82 Appendix E: In-depth interviews recruitment screener questionnaire ............... 88 3 Appendix F: Self-completion questionnaire 1............................................................ 94 Appendix G: Self-completion questionnaire 2 ........................................................... 98 Appendix H: Participant factsheet – Today’s viewing landscape in summary102 4 1 Executive summary 1.1 Background to the research Ofcom commissioned Kantar Media to conduct a series of qualitative workshop groups and in-depth interviews with members of the public to help explore viewers’ behaviour and attitudes towards accessing on-demand services on TV platforms. The specific objectives of the study were: • To understand which platform providers people use for watching television and how people access linear and VOD services • To explore in detail the motivations for watching VOD content versus linear content • To understand motivations for watching VOD content on different devices • To understand which specific content providers people