Online TV watched by 48% of Brits

Broadband used to stream programmes on BBC iPlayer through the television.

Almost half of Britain's telly addicts use their broadband connection to watch catch-up and on-demand content from the internet on TV, according to new research.

A survey by Accenture, the technology services firm, found that 48% of Brits access web-based services like BBC iPlayer, Netflix and LOVEFiLM Instant on their television set, either with a 'Smart' TV, games console or broadband-connected set-top box like YouView or Virgin Media's TiVo.

Robin Murdoch, managing director of Accenture's Media & Entertainment industry group, said: "We're seeing a seismic shift in consumer viewing habits. The 'connected' consumer is now comfortable viewing TV shows and video on a variety of screens."

As well as watching on connected TV sets, we're increasingly streaming programmes and films on mobile devices, creating video playlists and sharing shows on social media.

Unsurprisingly, free TV online has proved more popular with viewers than paid subscription services. Still, more than a third (36%) of people who stream programmes from the internet on TV said they would be happy to pay for on-demand access to their favourite shows.

It's worth pointing out, though, that the research was conducted online, where it's likely a higher proportion of survey respondents are confident users of internet-connected technology.

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