35% of TV viewing is spent watching VOD

"The report reveals that VoD services are meeting consumer needs and enabling them to change viewing habits. Consumers now spend six hours per week watching streamed on-demand TV content – more than double the amount in 2011. With recorded and downloaded content added to the equation, today 35 per cent of all TV and video viewing is spent watching VoD.
Further findings highlight the significant growth in consumers watching video on a portable device: 61 per cent now watch on their smartphones, an increase of 71 per cent since 2012. When taking tablets, laptops, and smartphones into consideration, nearly two thirds of time spent by teenagers’ watching TV and video is on a mobile device.
At the same time, user-generated content (UGC) platforms account for a growing share of consumers’ TV and video viewing. Nearly 1 in 10 consumers watch YouTube for more than three hours per day, and one in three now consider it very important to be able to watch UGC on their main TV set in the home.
Anders Erlandsson, Senior Advisor, Ericsson ConsumerLab, commented: “The continued rise of streamed video on demand and UGC services reflects the importance of three specific factors to today’s viewers: great content, flexibility, and a high-quality overall experience. Innovative business models that support these three areas are now crucial to creating TV and video offerings that are both relevant and attractive.”
Other key findings include:
Linear TV remains key
– The popularity of linear TV remains high, mainly due to its access to premium viewing and live content, like sports, and its social value
– Linear viewing is linked to age: 82 per cent of 60–69 year olds say they watch linear TV on a daily basis, while only 60 per cent of millennials (those aged 16–34) do so
Binge viewing changes the game
– Bingeing, the watching of multiple episodes of TV and video content in a row, has rapidly become a key part of the TV and media experience
– This habit is prominent among SVoD users, where 87 per cent binge view at least once a week, compared to 74 per cent of non SVoD users"
Source:  Ericsson's TV & The Media 2015 Report, reported in Advanced Television, 3rd September 2015
Full report here
Methodology:
"More than 20,000 online interviews were held with people aged 16–59, and over 2,500 with consumers aged 60–69, across 20 markets: Brazil, Canada, China, Colombia, France, Germany, Greece, Ireland, Italy, Mexico, Portugal, Russia, Spain, South Korea, Sweden, Taiwan, Turkey, UK, Ukraine and the US. All respondents have a broadband internet connection at home, and watch TV/video at least once a week. Almost all use the internet on a daily basis. This sample is representative of over 680 million people. "