Regardless of the device they use, 42 per cent of Brits only watch live TV content, according to research from QuickPlay Media – and that number is even higher on smartphones, at 75 per cent.

Overall, the number of consumers who exclusively watch linear TV on their devices is significantly lower in both the US (29 per cent) and Canada (28 per cent).

Its a similar story on tablets, with 59 per cent watching more live content than VOD in the UK, compared to only 44 per cent in the US and 27 per cent in Canada.

25 per cent of UK mobile users said they were more likely to react to a video ad on a smartphone or tablet than on TV. 30 per cent in the US, and 24 per cent in Canada, shared this sentiment. So while TV is still king for ad response, mobile seems to be making headway.

“Mobile viewing figures around the 2012 Olympic Games suggested that live TV was going to become an increasingly important differentiator for successful multiscreen services and these results highlight just that,” said Nikki Gore, VP Marketing at QuickPlay. “Consumers want and expect to be able to view video content in real time, wherever they are, and whatever device they choose to watch it from.”