The latest Communications Market Report from Ofcom shows that, overall, Britons are watching slightly less TV than last year, down 4% to 3 hours and 36 minutes per day, but that viewers are watching more digital terrestrial, satellite, and high definition content.
Digital TV of some kind is now in four out of five UK households, while for those 450,000 homes who have access to some kind of high definition content, 33% of their viewing time is spent watching it.
Echoing similar studies in the US, it seems that a significant proportion (43%) of those who do have high definition TV are viewing more as a result , particularly premium content such as films and sport.
Overall, advertising revenue is decreasing across traditional TV, with a likely, significant cause of this being the increased ownership of digital video recorders which allow viewers to skip adverts, and the availability — both legal and not — of TV content online.
Over three-quarters of those who own DVRs said that they regularly skip through the commercial breaks.
The survey also showed a marked increase in Internet usage, particular amongst the older generations. Triple- and quad-play services from telecoms companies are also becoming a lot more popular, with 40% of the population signing up to them.