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STREAMING MEDIA - IRELAND - SEPTEMBER 2018

Published By :

Mintel

Published Date : Sep 2018

Category :

Media

No. of Pages : N/A

The value of the media streaming market continues to grow in Ireland, as consumers increasingly prefer to access content via streaming services compared to traditional means. Some consumers, however, would be willing to accept advertising on paid streaming services in return for a discount on their subscription.

Table of contents
OVERVIEW
What you need to know
Issues covered in this Report
EXECUTIVE SUMMARY
The market
Figure 1: Estimated total value of the media streaming market, NI and RoI, 2013-18
Forecast
Figure 2: Indexed estimated total value of the media streaming market, NI and RoI, 2013-23
Market factors
Access to broadband increases in RoI, flat in NI
Streaming increasingly popular way to watch video content
Amazon Prime Video to stream live Premier League football from 2019/20 season
Ownership of smartphone devices remains at peak levels
Companies and innovations
The consumer
NI consumers bigger streamers, RoI more likely to use pay-TV
Figure 3: Methods used to watch TV in the last month, NI and RoI, June 2018
NI consumers more likely to use set-top boxes to stream
Figure 4: Devices that consumers have streamed content with in the last month, NI and RoI, June 2018
Netflix the dominant streaming service in Ireland
Figure 5: Type of streaming service used to watch content, NI and RoI, June 2018
Disc-based media losing out to streaming services
Figure 6: Agreement with behaviour statements relating to streaming media, NI and RoI, June 2018
Streaming leads to binge watching
Figure 7: Agreement with statements relating to streaming media, NI and RoI, June 2018
THE MARKET – WHAT YOU NEED TO KNOW
2018 will see media streaming revenues grow
Access to the internet continues to improve
More video content being streamed
Multi-device ownership positive for media streaming
MARKET SIZE AND FORECAST
Media streaming revenue to grow in 2018
Figure 8: Estimated total value of the media streaming market, IoI, NI and RoI, 2013-23
Growth in media streaming revenue expected to continue
Figure 9: Indexed estimated total value of the media streaming market, NI and RoI, 2013-23
MARKET SEGMENTATION
Video streaming revenues expected to continue growing
Figure 10: Estimated total value of video streaming market, IoI, NI and RoI, 2013-23
Netflix the most popular video streaming platform
Figure 11: Consumers accessing video streaming platforms, NI, 2018
Physical video sales falling
Figure 12: Sales of video content, UK (including NI), 2016 and 2017
Music streaming revenues rising
Figure 13: Estimated total value of music streaming market, IoI, NI and RoI, 2013-23
MARKET DRIVERS
High internet access positive for media streaming
Figure 14: Internet take-up, NI, 2011-17
Figure 15: Household broadband penetration (fixed and mobile), RoI, 2011-17
Streaming accounts for greater proportion of video viewing
Figure 16: Video consumption, UK (including NI), 2016 and 2017
Social networks moving into streaming
Figure 17: Top five social and media networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, March 2018
High device ownership provides opportunities for media streaming
Figure 18: Ownership of or access to mobile technology devices, NI and RoI, June 2017 and June 2018
Majority of consumers using VoD when ‘out and about’
Figure 19: Video-on-demand viewers who have video-on-demand when 'out and about', RoI, 2015-17
Spotify goes public
Amazon Prime to broadcast live Premier League football
Traditional broadcasters consider joint streaming platform
Figure 20: Average time consumers aged 16-34 spent listening to music streaming services versus BBC radio, UK (including NI), January-March 2018
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Smart stick market competition levels increasing with Sky, Amazon and Google
BBC, Channel 4 and ITV in talks to launch ‘BritBox’
Disappointing US Open coverage identifies the challenges Amazon faces to become a leading sports-caster
YouTube Music launches in direct competition with Spotify
WHO’S INNOVATING?
Apple introduces new Analytics dashboard for artists
Sky and Netflix agree new partnership
BBC, Channel 4 and ITV reportedly in talks to launch combined streaming service
Netflix investing in broadband technology hoping to partner with airlines
COMPETITIVE STRATEGIES – KEY PLAYERS
Netflix
Key facts
Product portfolio
Recent developments
Amazon Prime
Key facts
Product portfolio
Recent developments
TalkTalk TV
Key facts
Product portfolio
Recent developments
Rakuten
Key facts
Product portfolio
Recent developments
Google Play
Key facts
Product portfolio
Recent developments
Now TV (Sky Plc.)
Key facts
Product portfolio
Recent developments
Apple iTunes
Key facts
Product portfolio
Recent developments
Shudder
Key facts
Product portfolio
Recent developments
Hayu
Key facts
Product portfolio
Recent developments
Flix Premiere Ltd (NI Only)
Key facts
Product portfolio
THE CONSUMER – WHAT YOU NEED TO KNOW
NI consumers more likely to use both free and paid streaming services
RoI consumers stream with PCs – NI with set-top boxes
Netflix dominant streaming service in Ireland
Physical media and live TV suffering in the rise of streaming
Majority see streaming services as encouraging binge watching
METHODS USED TO WATCH TV AND FILM
Paid TV most used in RoI, paid streaming most used in NI
Figure 21: Methods used to watch TV in the last month, NI and RoI, June 2018
Pay-TV most used among 45-54-year-olds
Figure 22: Consumers who have watched pay-TV (eg Sky TV, Virgin TV) in the last month, by age, NI and RoI, June 2018
Paid streaming services show higher usage among women
Figure 23: Consumers who have watched paid streaming services (eg Netflix, Amazon Prime) in the last month, by gender and age, NI and RoI, June 2018
Figure 24: Consumers who have watched paid streaming services (eg Netflix, Amazon Prime) in the last month, by social group, NI and RoI, June 2018
RoI consumers stronger YouTube users
Figure 25: Consumers who have watched YouTube or similar service in the last month, by work status, NI and RoI, June 2018
Catch-up services used more by NI consumers
Figure 26: Consumers who have watched free streaming/catch-up TV services (eg BBC iPlayer, RTÉ Player) in the last month, by age, NI and RoI, June 2018
DEVICES USED TO STREAM CONTENT
PC/laptop key device for streaming in RoI, set-top box key to NI
Figure 27: Devices that consumers have streamed content with in the last month, NI and RoI, June 2018
Declining ownership of PCs could prove to be a problem
Figure 28: Consumers who used a PC/laptop to stream content in the last month, by gender and age, NI and RoI, June 2018
Figure 29: Access to PC/laptop in household, NI and RoI, March 2015-June 2018
Set-top boxes key devices in NI for streaming
Figure 30: Consumers who used a set-top box to stream content in the last month, by age, NI and RoI, June 2018
Streaming via smartphones appeals more to the young
Figure 31: Consumers who used a smartphone to stream content in the last month, by age, NI and RoI, June 2018
PROVIDERS USED TO STREAM
Netflix dominates streaming services in Ireland
Figure 32: Type of streaming service used to watch content, NI and RoI, June 2018
Netflix more popular with women compared to men
Figure 33: Consumers who have used Netflix to stream content in the last month, by gender and age, NI and RoI, June 2018
Figure 34: Consumers who have used Netflix to stream content in the last month, by presence and age of children in the household, NI and RoI, June 2018
iPlayer has strong male viewership
Figure 35: Consumers who have used BBC iPlayer to stream content in the last month, by gender, NI, June 2018
RTÉ Player usage stronger with 16-24s and 45-54s
Figure 36: Consumers who have used RTÉ Player to stream content in the last month, by age, RoI, June 2018
Amazon Prime trends with men and 35-44-year-olds
Figure 37: Consumers who have used Netflix to stream content in the last month, by gender and age, NI and RoI, June 2018
STREAMING BEHAVIOURS
Two thirds buying fewer DVDs due to streaming
Figure 38: Agreement with behaviour statements relating to streaming media, NI and RoI, June 2018
Heavy internet users and young consumers more likely to be abandoning DVD
Figure 39: Agreement with the statement ‘My purchasing of DVDs/ Blu-ray has declined since subscribing to a streaming service’, by age, NI and RoI, June 2018
Figure 40: Agreement with the statement ‘My purchasing of DVDs/ Blu-ray has declined since subscribing to a streaming service’, by daily internet usage, NI and RoI, June 2018
More than half using streaming more than live TV in the last 12 months
Figure 41: Agreement with the statement ‘I use streaming services more than live TV compared to 12 months ago’, by gender, NI and RoI, June 2018
Half of viewers would accept advertisements on subscription services in exchange for a discount
Figure 42: Agreement with the statement ‘I would be interested in a video streaming service that offered discounted subscription fees in exchange for watching advertisements before or after films/TV series episodes’, by gender and age, NI and RoI, June 2018
Viewers in Dublin and Belfast show greater affinity for international content
Figure 43: Agreement with the statement ‘I have watched more international programming on streaming services in the last 12 months (eg The Rain, Okja)’, by location, NI and RoI, June 2018
ATTITUDES TOWARDS STREAMING SERVICES
Seven in 10 see streaming services as encouraging binge watching
Figure 44: Agreement with statements relating to streaming media, NI and RoI, June 2018
Bingeing a bigger threat to students
Figure 45: Agreement with the statement ‘Streaming services encourage binge watching’, by work status, NI and RoI, June 2018
Six in 10 view torrents as providing access to programmes they might otherwise be unable to see
Figure 46: Agreement with the statement ‘Streaming from services such as ShowBox or torrent sites allow people to see shows they may not otherwise be able to view (ie not available in their country)’, by gender and social class, NI and RoI, June 2018
Half of consumers prefer using streaming to live TV
Figure 47: Agreement with the statement ‘Streaming is preferable to watching programmes on live TV’, by gender and age, NI and RoI, June 2018
Half see streaming original programming as superior to pay-TV
Figure 48: Agreement with the statement ‘The quality of original programming on streaming services (eg Netflix) is better compared to pay-TV (eg Sky)’, by age, NI and RoI, June 2018
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Generational cohort definitions
Abbreviations

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