TV viewers in the UK no longer dance to the tune of broadcast schedulers in determining what they watch on TV and when they watch it. They may even at times no longer choose to view content on their TV set, preferring to use other reception devices.

These have been the findings of a new survey by management consultants Accenture into the viewing habits of consumers both in the UK and the US.

According to the survey, 48% of consumers in the UK are now signed up to receive online video deliveries from a number of sources – a six-fold increase percentage-wise on the figure for March 2011.

The survey also found that social media sites now frequently function as channels for the viewing of video content – in addition to acting as sources of information and recommendations regarding videos and TV shows.

Mobile devices, the survey found, now often served as alternative viewing apparatuses to TV sets.

Commenting on the survey’s findings, Accenture’s Media & Entertainment division chief, Robin Murdoch, said:

“We are seeing a seismic shift in consumer viewing habits. The connected consumer is now comfortable viewing TV shows and video on a variety of screens, as well as sharing opinions of that content via social channels or recommendation engines.”

One further revelation from the Accenture survey was that 36% of consumers would be prepared to pay for an extension to the run of a TV show they particularly liked. In the UK, this figure rose to 54% among those aged 18 to 24.