Live TV accounts for 43.5% of video viewing among 16-24s in the UK

"Thinkbox started by looking at viewing of all video. Live TV accounts for just 43.5 per cent of video viewing among 16- to 24-year-olds. Add in playback catch-up and broadcaster video-on-demand, and that rises to 57.5 per cent. YouTube has 10.3 per cent of video viewing – a not insignificant amount. Facebook has 5.7 per cent. Other online sites, including XXX-rated video, have 13 per cent. Subscription VoD, such as Netflix, and DVDs account for 12.4 per cent.
However, the picture changed when Thinkbox looked at time spent watching video advertising. Even though TV accounts for 57.5 per cent of video viewing, it makes up 87.6 per cent of video advertising, in-cluding playback of linear TV and broadcaster VoD. Conversely, although YouTube represents 10.3 per cent of all viewing, it accounts for just 1.4 per cent of time spent watching video advertising."

Source:  Brand Republic, 14th April 2016