58% of TV viewers stream or download programmes online
According to a new survey from Lightspeed Research, 58% of TV viewers have streamed or downloaded television within the last six months.
95% of respondents said that they should be able to skip advertisement shown when watching online content.
55% said that if they had to watch advertisements, they would prefer them to be shown at the end of the programme.
29% said they would prefer it at the start, and 3% said they would prefer it during the content. 13% had no preference.
91% said that they preferred watching programmes for free.
The survey found the most used online video on demand platforms to be:
- BBC iPlayer (86% having used it)
- ITV Player (43%)
- 4OD (36%)
- YouTube (34%)
- Demand Five (15%)
Sarah Rose, Channel 4 head of VOD and channel development, said: "Unlike linear broadcast, online offers so much interactivity and opportunity for different types of ad formats.
"It's everyone's responsibility to explore what makes them more engaging and creative."
A Sky spokesman said, "We're continually looking for creative ways of presenting ads that involve and interact with our customers.
By maximising relevance, online ads can become useful for people, informing them about products and services that are genuinely of interest."
