Linear vs. non-linear viewing: A qualitative investigation exploring viewers’ behaviour and attitudes towards using different TV platforms and services providers
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 use, how they access them and why they make these choices; and
- to understand what causes viewers to switch from a contractual relationship with one platform provider to another, and from one content provider to another.
This report is based on qualitative research findings from a series of ten two-hour workshop groups and ten one-hour ethnographic depth interviews conducted across the UK. The research sample was not designed to be nationally representative, but instead broadly reflected the profile of those using VoD services, with a slight skew towards those aged 16 to 34. There were 85 research participants in total, with fieldwork conducted in June 2015.