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AUDIENCE TRENDS
TELEVISION 2016
PUBLIC VERSION
METHODOLOGY

This report is based on national Television Audience Measurement (TAM) data, provided by Eurodata TV
Worldwide/Relevant partners and EBU Members through the Media Intelligence Survey and the GEAR network.

Year on year evolutions for each market are only reported for those with comparable figures. All those with
methodological differences have been excluded.

Aggregated evolutions are based on markets with complete historical series.

PSM weekly reach and PSM market shares refer to EBU PSM organizations.

Youth age group refers to 15-24 year olds, though some market definitions vary.
AUDIENCE DATA DEFINITIONS
AGGREGATED DATA
Daily Viewing Time ( HH:MM )
Average amount of time that each
individual viewed per day, based on the
total population.
Daily viewing times across markets are
averaged to give the average daily viewing
time
Weekly Reach ( 000s / % )
Everyone that watched for at least 15
consecutive minutes in an average week,
though in some markets definitions vary.
Expressed as the total amount of people or
as a % of the population
Reach in 000s across markets are added
together to give the total reach in 000s
Market Share ( % )
% of viewing based on the total
TV-watching audience
Reach % across markets are averaged to
give the average reach in %
Market shares across markets are
averaged to give the average market share
EBU Media Intelligence Service – Audience Trends: Television 2016
2015 KEY TELEVISION AUDIENCE TRENDS
VIEWING TIME
 Average daily viewing time in the EBU Area remained stable in 2015
Decreased by 1 minute versus 2014 to 3 hours 41 minutes of TV viewing daily

Among youth, average daily viewing time declined in the majority of markets in 2015
Decreased by 6 minutes versus 2014 to 2 hours 6 minutes of TV viewing daily

Live viewing saw a slight decline but remained the dominant type of viewing in all markets,
on average accounting for 95% of all television viewing and 94% among youth
Time-shifted viewing increased from 4% to 5% of all television viewing versus three 3 years ago
Among youth, time-shifted viewing increased from 5% to almost 6% over the same 3 year period
REACH
 89% of European citizens watch television every week and 60% are reached weekly by PSM
television
Small declines in television reach over past 3 years with a more notable decline for PSM television (-0.5 and
-3.1 percentage points respectively for 2015 versus 2012)

76% of European youth watch television every week and 43% are reached weekly by PSM
television
Among youth the decline for television reach overall is more prominent, with PSM television experiencing
an equally marked level of decline (-3.4 and -5.9 percentage points respectively for 2015 versus 2012)
MARKET SHARE
 In 2015 PSM television achieved an average 21.7% market share among European citizens
 In 2015 PSM television achieved an average 13.5% market share among European youth
Market shares for all and youth saw small decreases in 2015 after a strong sports year in 2014
Over the past 4 years the viewing evolution among youth has remained in line with the viewing trend for all
viewers, showing minor decline
EBU Media Intelligence Service – Audience Trends: Television 2016
3
EUROPEAN CITIZENS
in 2015 watched on average
EUROPEAN YOUTH
in 2015 watched on average
3:41 OF TV DAILY
2:06 OF TV DAILY
+1 MINUTE
VIEWING TIME
2015 TELEVISION VIEWING TIME
-1 MINUTE
on 5 years ago
3:40
3:37
3:41
3:42
3:41
on 5 years ago
-6 MINUTES
REACH
-17 MINUTES
3:43
on previous year
2:23
.
2011
2012
2013
2014
2015
2010
2011
2:19
2012
2:14
2013
2:12
2014
2:06
2015
Stable viewing time among all viewers masks declining viewing time for youth.
In 2015 youth viewing declined in the majority of markets; for a third of markets this was a
third consecutive year of decline.
Source: EBU based on Eurodata TV Worldwide / Relevant partners and Members’ data. Average based on 47 EBU markets
EBU Media Intelligence Service – Audience Trends: Television 2016
MARKET SHARE
2010
2:18
4
Live
Time-shifted
(+7 days)
2.5%
2.4%
95.0%
2.5%
2.5%
2014
94.7%
2.7%
2.6%
94.3%
2.9%
2.8%
94.9%
2.0%
2015
2.2%
95.5%
2013
2.2%
2014
95.1%
2.5%
95.8%
2.2%
2013
2012
2.1%
95.8%
2015
LIVE VIEWING
-0.8 POINTS
on 3 years ago
on 3 years ago
Time-shifted viewing saw a slight increase over the past 2 years
but live viewing remained the dominant type of viewing in all markets.
MARKET SHARE
LIVE VIEWING
-0.9 POINTS
REACH
2012
2.3%
YOUTH
2.2%
ALL
Same day time-shifted
(VOSDAL)
VIEWING TIME
TIME-SHIFTED TELEVISION VIEWING
.
Source: EBU based on Members’ data. Average based on 12 EBU markets. VOSDAL: Viewing On Same Day As Live.
EBU Media Intelligence Service – Audience Trends: Television 2016.
5
VIEWING TIME
2015 TELEVISION WEEKLY REACH
89%
76%
EUROPEAN
CITIZENS
EUROPEAN
YOUTH
reached weekly
reached weekly
REACH
-0.6 POINTS
-0.4 POINTS
on 5 years ago
on previous year
89.3%
2011
89.2%
2012
89.3%
2013
89.1%
2014
-1.2 POINTS
on 5 years ago
on previous year
88.7%
2015
80.8%
79.4%
79.2%
78.9%
77.0%
75.8%
2010
2011
2012
2013
2014
2015
Television continues to reach the majority of citizens every week despite a sustained trend
of minor decline in 2015.
Source: EBU based on Members’ data. Average based on 24 EBU markets. Weekly Reach basis 15+ minutes consecutive. Note: reach definitions can vary among countries
EBU Media Intelligence Service – Audience Trends: Television 2016
MARKET SHARE
2010
89.5%
-5.0 POINTS
6
VIEWING TIME
2015 PSM TELEVISION WEEKLY REACH
60%
43%
EUROPEAN
CITIZENS
EUROPEAN
YOUTH
reached weekly
reached weekly
REACH
-3.1 POINTS
-1.5 POINTS
on 3 years ago
63.3%
61.8%
2013
61.7%
2014
-5.9 POINTS
-1.6 POINTS
on 3 years ago
on previous year
60.2%
2015
48.7%
44.7%
44.4%
42.8%
2012
2013
2014
2015
PSM television has seen a more marked decline than for all television weekly reach,
however among youth the decline is on a similar level.
Source: EBU based on Members’ data. Average based on 42 markets (15 markets among youth). Weekly Reach basis 15+ minutes con. Note: reach definitions can vary among countries.
EBU Media Intelligence Service – Audience Trends: Television 2016
MARKET SHARE
2012
on previous year
7
In 2015 PSM television
achieved an average
In 2015 PSM television
achieved an average
21.7% MARKET SHARE
13.5% MARKET SHARE
among EUROPEAN CITIZENS
among EUROPEAN YOUTH
REACH
-2.4 POINTS
-0.8 POINTS
on 5 years ago
on previous year
24.1%
-1.0 POINTS
on previous year
23.0%
22.9%
22.0%
22.5%
21.7%
n.a.
2011
2012
2013
2014
2015
2010
14.8%
14.6%
13.5%
14.5%
13.5%
2011
2012
2013
2014
2015
2015 saw a decline after a strong sports year in 2014.
Market share evolution for youth has remained in line with the viewing trend for all viewers.
Source: EBU based on Eurodata TV Worldwide / Relevant partners and Members’ Average based on 45 markets.
EBU Media Intelligence Service – Audience Trends: Television 2016
MARKET SHARE
2010
VIEWING TIME
2015 PSM TELEVISION MARKET SHARE
8
MEDIA INTELLIGENCE SERVICE
This report has been produced by the Media Intelligence Service (MIS) at the European
Broadcasting Union.
The EBU’s Media Intelligence Service provides Member broadcasting organizations with the
latest market data, research and analysis needed to plan their future strategies and stay ahead of
the game.
Our experts cover a broad range of topics, including TV and radio trends, new media
developments, market structure and concentration, funding and public policy issues.
Contact
www.ebu.ch/mis
[email protected]
This publication is available to download at: www3.ebu.ch/publications
PUBLICATION:
August 2016
DISTRIBUTION:
This publication is intended for public distribution. The information may be freely quoted if the source is
clearly stated.
DISCLAIMER:
Please note that the EBU is not liable for any errors or inaccuracies in data provided by third parties.
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EBU Media Intelligence Service – Audience Trends: Television 2016