Ireland: Large increase in adult BVoD, SVoD users
April 24, 2024
Kantar’s TGI ROI has published figures on Irish adults’ evolving viewing / listening habits. The sample is representative of 4,000 adults aged 16+ in Republic of Ireland, based on fieldwork from March 2023 – February 2024.
The data uncovers that Irish adults spend 24.2 hours a week watching TV. RTE One remains the popular channel and increased viewers from 55 per cent in 2023 to 57 per cent in 2024.
Further research highlights include:
- There’s been a large increase in the number of BVoD and SVoD users among the pre-war adults – see table below for breakdown.
- In streaming services, while Netflix remains top of the ladder it didn’t increase viewership in the last year. RTE Player and Prime Prime on the other hand have increased their viewership from 36 per cent and 35 per cent in 2023 to 40 per cent and 39 per cent respectively.
- Cost remains the most important factor when choosing a subscription at 71 per cent followed by amount of content available at 43 per cent and quality of video and audio at 33 per cent.
- Spotify is the top music streaming service and those aged 16-24 remain the most avid streaming users.
- 28 per cent of music streamers claim they are happy to listen to ads within music streaming if they are relevant to them.
