The Communications Market 2010: UK
Broadcaster portfolio shares in multichannel homes, 2004 - 09
The combined share in multichannel homes of all BBC channels dropped for the first time in five years, falling from 31.8% to 31.4% between 2008 and 2009 (Figure 2.78). The combined share of Channel 4's portfolio also slipped from its 2008 level, by 0.2 percentage points (to 11.5%), while ITV's portfolio held steady at 22.6%. Of the terrestrial channels, only Five's portfolio share grew year on year, rising from 5.9% to 6.0% (Figure 2.77).
The PSBs' falling portfolio share contrasts with a resurgence in Sky's collective channel share. Between 2004 and 2008, it fell steadily each year; from 10.4% to 6.8% in 2008. But in 2009, the share rose by 0.6 percentage points to 7.4%. Both Viacom and UKTV's share of viewing picked up modestly on the year, while Virgin Media Television's (now owned by Sky and called Living TV) remained flat.