Survey: TV Viewing to Grow, Become More Fragmented

Consumers are increasingly watching TV content on multiple platforms, contributing to the fragmentation of the traditional viewing experience, according to Accenture’s second annual "Global Broadcast Consumer Survey." Although the consumption of broadcast TV content continues to grow, viewers are adapting quickly to new choices that change how, when and where they watch programming.

Accenture conducted its survey of nearly 14,000 consumers across 13 countries to assess how people in different markets view and respond to broadcast content and how they are adapting to new content delivery methods and platforms.

The survey indicates the following:

• Viewing of all content – including television – is growing across all platforms.

• Opportunities in new media abound in emerging markets.

• Consumers indicate a willingness to pay favoring subscription services.

The survey was based on a detailed online survey of nearly 14,000 consumers across 13 countries: Australia, Brazil, France, Germany, Italy, Japan, Malaysia, Mexico, South Korea, Singapore, Spain, the United Kingdom and the United States. Each country represented in the survey had at least 1,000 respondents, each of whom was at least 18 years of age. The survey was conducted in January and February.