YouView: new viewers flocked to C4's GBBO Read the Broadcast article here
More than 20% of baking show's audience on the platform had never watched it on the BBC.
More than one in five of the Great British Bake Off's Channel 4 viewers had never watched the programme on YouView when it was on the BBC.
In fresh tracking data released for the first time seven months after C4's debut series of GBBO ended, YouView said that 22% of the show's viewers had never previously used the platform to watch the show during its seven season-run on the BBC.
The data is drawn from the 3 million homes in the UK that use YouView to watch TV.
According to Barb data from overnights.Tv, an upswing in the show's youth audience could be partly responsible for the increase in first-time C4 viewers.
While the final BBC1 series attracted a consolidated 28-day average audience of 13.8m (49.3%), compared to C4's 9.4m (33.7%), around 36.5% of C4's viewers were under 34, more than 3% higher than for the BBC.
In contrast, 18.5% of BBC viewers were over 65, compared to 13.1% for C4.
YouView said there was a significant upswing in live viewers of the GBBO's later episodes, although presenter Prue Leith's accidental reveal of the winner may have been responsible for a 10% drop in live viewings for its final episode.
In contrast, the data also showed how recent dramas such as BBC1's Hard Sun and series two of ITV's Victoria, experience a sharp decline in live viewers as a series progresses.
Mammoth Screen's ITV1 period drama's live viewing figures slipped dramatically, with 92% of those who watched episode one watching the entire series live, compared to 15% of those who watched the final episode as it went out.
Elsewhere, 12% of viewers who watched Hard Sun's first episode live had watched the series in its entirety via iPlayer within a week of the second episode's live tx.
YouView's tracking data will be supplied to its major shareholders BBC, ITV, C4 and Channel 5 but the outfit said that going forward, the data could be offered to more of its content providers.
Chief executive Richard Halton said that the company now offers broadcasters the kind of advanced insights normally associated with digital OTT platforms .
In a world of increasing choice and profound changes in viewer behaviour, it is essential to understand not only what consumers watch, but also how they find programmes across live linear, recorded and VOD content, he said.
YouView users mix different viewing patterns Read the Advanced Television article here
UK hybrid digital TV platform YouView has revealed data on how the nation is watching its favourite TV programmes, with analysis suggesting that the vast majority of viewers watch the first episode of a programme on live TV, but then tend to shift towards viewing in a combination of ways.
The platform backhauls 370 million anonymous data points a day, providing insights into how viewers use the YouView interface and how audiences discover and watch linear TV, PVR and on demand programming.
Since the full rollout of the Next Generation' user experience in June 2017, there have been 8 billion streams of content across the platform. Almost three quarters (73 per cent) of viewers have recorded content, only half of these then go on to watch their recorded programme, with almost half (46 per cent) watching the programme on the same day.
We are delighted that YouView now offers broadcasters the kind of advanced insights normally associated with digital OTT platforms, declared YouView CEO Richard Halton. In a world of increasing choice and profound changes in viewer behaviour, it is essential to understand not only what consumers watch, but also how they find programmes across live linear, recorded and VoD content. We expect to use this data to help broadcasters make better choices and to continually evolve our platform to help viewers find the programmes they love quickly.
The tracking of every channel, including IP delivered channels and every interaction made with YouView's set-top boxes, provides a wealth of consumer behaviour data for analysis.
The data reveals insight into how the nation's best-loved TV programmes are being watched through YouView - more than two in 10 (22 per cent) of viewers of Channel 4's Great British Bake Off series had not seen the series on the BBC.
YouView also looked into the stickiness' of a flagship series. In January, the BBC released all six episodes of new crime drama series Hard Sun on the same day the first episode was broadcast on live TV. YouView data shows more than one in 10 (12 per cent) of viewers who watched the first episode went on to watch the entire series on iPlayer within seven days of the live broadcast of the second episode.
Viewers who watch two episodes of a programme are more likely to get hooked and continue to watch the entire season. Series analysis shows that the vast majority of viewers watch the first episode of a programme on Live TV, but then tend to shift towards viewing in a combination of ways.
Figures for ITV also support this trend. Ninety-two per cent of those who watched the first episode of ITV's Victoria season two watched it on live TV. By the eighth episode, only 15 per cent of users watched the entire season live. Almost half of those viewers initially discovered the programme via the Guide. As the season progressed, however, behaviour started to change, with people consciously tuning to the channel to watch the programme.
The data we get from YouView is of great value to ITV, advised Neil Mortensen, ITV Director of Audiences. They have the ability to deliver real behavioural insights that help us understand how our viewers find their favourite programmes. This data can guide lots of new thinking into the way we
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YouView: new viewers flocked to C4's GBBO Read the Broadcast article here
