UK policymakers and industry stakeholders are considering the future of DTT and the feasibility of transitioning audiences to IPTV. However, a significant number of households still rely solely on DTT, and without intervention, some groups may struggle with this transition. Conversely, proponents of IPTV point to a number of potential benefits, including greater choice and additional features.

To inform future policy decisions, the Department for Culture, Media and Sport has commissioned research to understand the barriers preventing DTT only users from adopting IPTV, the motivations and enablers that led others to make the switch, how these factors vary across demographic groups, and how potential market developments or policy interventions might affect audiences.

• This research involved qualitative interviews with 100 participants about how TV fit into their lives and their current TV setup. There were three types of participants:
  DTT only users – those who relied solely on DTT (N.B. Around a half of these participants watched TV content on other devices, such as phones or tablets).
  Hybrid users – those who had connected to IPTV in the last five years but continued using DTT
  IPTV only users – those who had fully transitioned to IPTV in the last five years

Key findings:

A range of factors influenced participants’ decisions about their TV setup. Some acted as barriers, preventing or delaying their adoption of IPTV services, while others served as prompts or enablers, encouraging participants to move to IPTV. However, for some, they simply had no interest in moving to IPTV and were satisfied with their existing set up.

Barriers to connecting to IPTV

• Perceptions, awareness, and understanding of IPTV: Many DTT only users were satisfied with their current setup and had never actively considered switching. Some lacked awareness of IPTV options, while others misunderstood what IPTV entailed. Misconceptions included assumptions that IPTV required a costly pay-TV subscription, that they would lose access to live TV, or that IPTV would be complex to set up and use.
• Internet connection: A stable internet connection is essential for IPTV; however, participants’ confidence in their existing internet access varied. While most DTT only users had broadband, some faced issues with reliability and therefore assumed IPTV might not work consistently in their homes. A small number had no home broadband, either due to financial reasons or personal choice, relying instead on mobile data for internet use. Some of those participants had not explored ways to improve their connection, such as using an ethernet cable or Wi-Fi booster, contributing to concerns about IPTV reliability. Others were apprehensive about becoming fully reliant on the Internet for TV, fearing outages or connection issues.
• Technical confidence and ability: Confidence in using technology varied widely. Most participants were comfortable setting up and using IPTV independently, but a smaller group – primarily older individuals or those with low digital confidence – felt they would struggle. Some DTT only users assumed they could rely on family or friends for support if needed, while others would require paid-for or professional assistance. A few were particularly reluctant to seek help, which could pose a greater challenge if DTT were switched off.
• Financial situation: While some assumed IPTV would be expensive, many were surprised by the affordability of free or low-cost IPTV options, such as streaming devices. However, a minority faced genuine financial constraints that made IPTV currently unattainable. Some of those participants could not afford broadband, while others worried about sustaining the ongoing cost. Even among those who could afford IPTV, some were hesitant to invest in new equipment if their current DTT setup met their needs. A few were unwilling to pay for home broadband solely for TV access.

Enablers and prompts for moving to IPTV

Some IPTV and hybrid users had encountered barriers but were able to overcome them due to external factors that made the adoption of IPTV easier or more appealing.

• Support from others: Family and friends were a key source of help. This was particularly important for those with lower technical confidence.
• Improved internet access: For some, improved internet access acted as a trigger for switching. Changes such as upgrading broadband or moving to a home with a better connection, gave them confidence in IPTV’s reliability. Similarly, financial changes, such as a new job or improved financial stability, allowed a small number of participants to afford IPTV when it had previously felt out of reach.
• Changes in their wider life: Other external prompts, such as moving home, often provided a natural moment to reconsider TV setups, particularly when purchasing new household items. A few were introduced to IPTV after being gifted a smart TV or streaming device by family or friends, while a few parents connected to IPTV to access more content for their children. A small number transitioned after their TV setup broke, or their aerial signal became unreliable, making IPTV the most practical replacement.

Impact of a hypothetical DTT switch-off

Participants were asked how they would feel if DTT were switched off. Many were unconcerned, believing they could adapt if necessary – this was especially the case for hybrid users who had already connected to IPTV but continued to use DTT. Many had already considered switching to IPTV but had not prioritised it. Some initial concerns – such as assumptions about cost, complexity, or the need for subscriptions – were misconceptions that were easily addressed when participants learned more about IPTV options.

However, a few participants would struggle if DTT were no longer available. Their challenges fell into three key areas:

• Financial barriers – A few reported that they would not be able to afford the costs associated with IPTV, either for a broadband subscription or new equipment.
• Technical ability – A few lacked the skills or confidence to set up and use IPTV independently, particularly those without support networks.
• Internet reliability – A few worried about losing TV access if their internet connection was unstable, though many of those participants had not explored ways to improve their setup.

These barriers did not exist in isolation. The findings suggest that the biggest risk of exclusion lies where these challenges overlap – for example, those with both financial constraints and low digital confidence, particularly if they lacked support systems to help them. In contrast, those who faced only one challenge (e.g., limited technical skills but strong financial resources) were often able to find workarounds or access support.

Efforts to support these people to adopt IPTV could focus on:

• Addressing misconceptions – Providing clear information on free or low-cost IPTV options, how to access live TV, and simple setup processes.
• Structured support for those without informal help – Ensuring practical, hands-on guidance is available for people who cannot rely on family or friends, covering both initial setup and learning to use IPTV confidently over time.
• Addressing financial barriers – Raising awareness of free IPTV services, existing financial support schemes, and potential subsidised broadband options for low-income households.
• Improving awareness of internet solutions – Helping people understand alternative broadband providers, wired connections (such as ethernet cables), and Wi-Fi boosters to improve IPTV reliability.
• Ensuring broadband access – Continuing efforts to expand affordable and reliable broadband coverage to support IPTV adoption.

Other posts by :

1. SpaceRISE: “IRIS² moves to next phase”
2. EchoStar in trouble with FCC
3. Abu Dhabi clamps down on satellite TV users
4. Japan’s D2C options come to a head
5. Saudis seek growth in space
6. Bank: Eutelsat “Underperform and unattractive”
7. Eutelsat: Major challenges as Berneke signs off
8. SES expects 30% growth from O3b mPOWER fleet
9. Signs of life for 8K

Categories: Articles, Broadcast, Business, Consumer Behaviour, DSO, DTT/DSO, FTA, IPTV, OTT, OTT, Policy, Regulation, Research

Tags: Department for Culture Media and Sport, DTT, IPTV