In a sign of how popular streaming and watching on-demand has become, a new industry-wide report is being launched to measure viewing figures under the banner of 'online viewing' numbers.
Starting in September, the TV Player Report will provide official BARB (Broadcasters' Audience Research Board) figures for on-demand and live-streamed content through online TV apps like BBC iPlayer, ITV Player and All 4.
It's the first BARB data to include TV watched on other devices i.e. smartphones, tablets and laptops.
According to BARB, it's "one of the most advanced audience measurement systems for online TV viewing in the world". It will help deliver project Dovetail, which will combine device-based data with BARB's panel data.
"We're excited to be introducing our customers to the TV Player Report," said BARB CEO Justin Sampson. "It's a significant innovation from BARB and the result of close collaboration with broadcasters.
"At its heart is the generation of a census-level dataset that will provide our customers with a gold standard measure of online TV viewing."
According to data by Accenture, traditional TV viewing is on the wane. Around the world, we watched 13 per cent less movies and shows on a TV set than the previous year, according to the study. Sports viewership on a TV screen fell by 10 per cent.