Premium Channel viewing on Digital TV
Almost three-fifths (57%) of Sky digital viewers subscribe to a premium channel such as one of the Sky Sports channels or Sky Premier (film channels). This compares to a third of cable viewers.
Also, around three-fifths (59%) of Sky digital viewers have ever paid to watch any pay-per-view channels since they first had access to digital TV.
In comparison, just under half (47%) of cable digital customers have done so. The proportion paying-to-view has changed little since the start of 2002.
Films are the most often paid for ‘event’ with around four-fifths (79%) of digital viewers who have used pay-per-view services having paid to watch a film.
The second most popular is soccer with almost 3 in 10 (29%) having paid to watch a football match.
In comparison, a fifth have paid to watch boxing. Smaller numbers have paid to watch Wrestling, Music and Formula 1 coverage.
On average, those who have used pay-per-view services spent around £19 on them in the past six months.
There is virtually no difference in the average spend of Sky digital viewers compared to cable digital viewers, or in fact between genders or age groups.
Those who pay for premium channels in their subscription package also tend to spend more on pay-per-view events.
With such broad viewing choice on offer, the ability to locate channels becomes increasingly challenging for viewers. Flicking across channels is the most popular method for Sky and cable viewers, followed by memorising channel numbers.
The Electronic Programme Guide is the third most regularly used source to help decide what to watch on TV for Sky digital and cable digital viewers. Just over three-fifths of both groups say that they regularly use their EPG.
The EPG is slightly more popular amongst those with the premium packages as they have more channels, but even amongst these viewers, flicking between channels and memorising channel numbers are more popular.
Just over three-quarters (77%) of Sky digital viewers ever look at the full screen EPG, while over half (55%) use the ‘now and next’ facility.
About two-fifths (39%) have set-up a favourites list.
A smaller proportion of cable digital viewers (65%) than Sky digital viewers has ever used their full-screen EPG.
However similar proportions have used the ‘now and next’ facility (55%) and built a favourites list (35%). Again, those with the premium channels are more likely to use the full-screen EPG and the ‘now and next’.
However, they are slightly less likely to use the favourites lists, possibly because it is limited to a fixed number of channels.
Around two-thirds (68%) of Sky digital viewers say that they have heard of the recently launched UKTV EPG whilst one third (32%) say that they have tried it.
