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Streaming is the mainstream: what that means for UK advertisers

| August 10, 2021

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In the last year, streaming adoption has grown throughout the UK. We spent more time at home, and many of us turned to new, digital forms of entertainment. But even now with the UK open, many consumers continue to appreciate some of the habits they adopted over the last 16 months, including streaming.

Through a recent Kantar study, we learned that 84% of Amazon customers surveyed in the UK are either cord-stackers (viewers who watch both streaming and broadcast or satellite content), or cord-cutters (viewers who only stream content). This sends a clear message. It’s not just early adopters streaming content. It’s the majority.

Furthermore, video gaming and e-sports are also on the rise—consumers in 600,000 households started playing console games on their TV in 2020 in the UK, France, Germany, Italy, and Spain, according to Kantar’s Worldpanel ComTech data. In the UK, e-sports is increasingly popular with nearly 1 in 4 TV viewers streaming e-sports. And where are many gamers watching other gamers? On Twitch. There are now 30 million average daily users on Twitch from 230 countries. Consumers in the UK are also streaming more podcasts, music, and other audio content, year over year.

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Brown Parker & DeMarinis Advertising

BPD was founded in 2002 by Jason Brown, Ward Parker and Vince DeMarinis in a cramped 1,200 square feet office with three other employees. In 2005, we decided to concentrate on healthcare clients.Today, we operate out of a 10,000 square feet Florida headquarters with a satellite office in California and hospital clients from Alaska to the Florida.

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BPD was founded in 2002 by Jason Brown, Ward Parker and Vince DeMarinis in a cramped 1,200 square feet office with three other employees. In 2005, we decided to concentrate on healthcare clients.Today, we operate out of a 10,000 square feet Florida headquarters with a satellite office in California and hospital clients from Alaska to the Florida.

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