British Consumers Prefer Streaming to Pay-TV

Roku today revealed the results of its study of UK consumer TV viewing behaviour and preferences. Conducted by National Research Group, a leading global insights and strategy firm, on behalf of Roku, findings published in ‘The Streaming Decade’ report show that TV streaming has reached a tipping point, with nine in 10 survey respondents saying they are TV streamers versus only seven in 10 who use traditional pay-TV services such as Sky, BT and Virgin Media. This is reflected across age groups, 77% of 57-70-year-olds now stream, and 31% had added more services in the past year.

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The research established that streaming enables premium content opportunities for viewers. Live sport, traditionally the bastion of live pay-TV, has now become almost as popular on streaming services with 51% watching sport via such services versus 55% on pay-TV. Alongside this, movie fans love streaming, with 68% of consumers stating that having access to a new movie release is a key reason they would try a new streaming service.

Streaming now represents a valuable opportunity to advertise to consumers too. Half of those surveyed say they have ad-supported services, while 21% of ad-funded video-on-demand (AVOD) users are “cord-shavers” who have downgraded their pay-TV services in the last 12 months. Four in five AVOD viewers use another device while streaming, which also creates cross-screen advertising prospects.

“The findings highlighted in our ‘The Streaming Decade’ report show that TV in the UK has reached a tipping point, and streaming is becoming the norm for all ages,” said Mirjam Laux, VP International at Roku. “With more and more new and interesting content available to consumers, streaming has become the dominant force for consumers. And where consumers go opportunities follow for brands to engage them with compelling, best-in-class advertising that’s relevant to their interests. Streaming is clearly the future of TV.”

The research also found that:

• More than half of consumers say they're going to watch as much TV as they did during the pandemic even as restrictions loosen. Of those who say they will watch as much or more, 40% say it’s because they love TV
• 66% of audiences choose streaming while 23% choose traditional pay-TV when they want to watch something that everyone is talking about
• Nearly two thirds of 57-70-year-olds agree that streaming represents better value, is more convenient and has greater variety than pay-TV
• 73% who have signed up to ad-funded TV (AVOD) services, 73% plan to keep it, while 79% plan to keep subscription services (SVOD)
• TV streamers are loyal – almost two-thirds of UK consumers have never subscription-cycled, (where users sign up, cancel, and then sign up again)
  • Only 3% have definite plans to cancel a subscription streaming service in the next year

Full survey results can be found here, and please visit the Roku blog for additional insights and commentary on the results.

Note to editors

Methodology: Between 24 and 30 July 2021, on behalf of Roku, Inc. NRG surveyed online n=934 18-70-year-olds in the UK who watch at least 5 hours of TV per week via traditional pay TV (i.e. cable, satellite, or telco service) or a streaming service.

About Roku, Inc.

Roku pioneered streaming to the TV. We connect users to the streaming content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku streaming players and TV-related audio devices are available in the U.S. and in select countries through direct retail sales and licensing arrangements with service operators. Roku TV™ models are available in the U.S. and in select countries through licensing arrangements with TV OEM brands. Roku is headquartered in San Jose, Calif. U.S.A.

About National Research Group

National Research Group (NRG) is a leading global insights and strategy firm at the intersection of content, culture and technology. The world’s leading marketers turn to us for insights into growth and strategy for any content, anywhere, on any device. To learn more, visit www.nationalresearchgroup.com.

This press release contains “forward-looking” statements that are based on our beliefs and assumptions and on information currently available to us on the date of this press release. Forward-looking statements may involve known and unknown risks, uncertainties and other factors that may cause our actual results, performance, or achievements to be materially different from those expressed or implied by the forward-looking statements. These statements include but are not limited to those related to the shift to TV streaming in the UK, including the trends around and timing and benefits of that shift; and the features, benefits, growth and reach of the Roku platform. Except as required by law, we assume no obligation to update these forward-looking statements publicly, or to update the reasons actual results could differ materially from those anticipated in the forward-looking statements, even if new information becomes available in the future. Important factors that could cause our actual results to differ materially are detailed from time to time in the reports Roku, Inc. files with the Securities and Exchange Commission, including our Annual Report on Form 10-K for the year ended December 31, 2020, and our Quarterly Report on Form 10-Q for the quarter ended June 30, 2021. Copies of reports filed with the SEC are posted on Roku’s website and are available from Roku without charge.

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