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Although digital is the main driving force generating most of the growth, linear TV is decreasing at a lower rate than expected.

LG Ad Solutions has released the findings of its latest streaming report, “The Big Shift: United Kingdom Wave II,” which found that UK consumers are increasingly shift away from linear TV, with 25% of those saying they are watching less linear television than a year ago.

In addition to presenting audiences with a familiar, cable-like experience, FAST channels are built to be adjusted quickly and accommodate shifting audience demand, Nielsen said in its latest report.

In its latest “How We Watch: Trends in TV Habits” research, LG Ad Solutions revealed that 52% of viewers in the United States use four or more streaming apps, and only a tiny minority (3%) does not stream.

In just two years, the proportion of Internet users claiming to watch little to no linear TV in a typical day grew 22% to almost half (45%), according to Ampere Analysis’ latest report.