Research conducted in December 2016 by AGB Nielsen and Ipsos confirmed that Croatian citizens still predominantly use their TV sets for watching linear TV or terrestrial and cable television programs.
According to this research, the share of viewership of channels that are monitored in detail every minute by the peoplemeter methods (126 channels) is as high as 95%, while the share of viewing of other channels available through various cable or satellite platforms is 2.8%. It is also interesting that in the total number of minutes of TV use, programs with time-shift (TSV) make up 0.44% of the total use of the TV screen.
Other uses of the TV receiver – listening to radio, watching YouTube and similar channels, use of DVD, USB, PC or laptop and video on demand – have a combined share of only 1.23%
Although we live in a time of change in the way of media consumption, it is obvious that at the level of the total population of Croatia, watching “classic” TV channels remains the primary and predominant reason for using the TV set. It is also interesting that the Croats really like spending time watching TV programs, as the average Croat spends 4 hours and 26 minutes a day enjoying TV content.
Expectations of experts from the media business suggest that in the next few years there will be a significant increase in the share of time-shift TV. This will be primarily affected by two key events: the decision of TV channels to allow viewing of their content with time shift, and streamlining of this service by telecom operators.
Although some national channels in Croatia still don’t allow viewers time-shifted consumption of their content, TV programs with time-shift certainly have great potential. In Slovenia, this type of viewing already makes 8 to 10% of the viewership depending on the target group, in the UK this percentage is 12%, in the United States and Ireland 10% of the total TV audience. In Croatia, telecom providers certainly have great potential for the development of TSV service with intuitive interfaces in order to get closer to the viewers of television channels.
Analysis of the TV viewership for the period from 12 to 18 December 2016 is available below.
