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Premier Inn takes counting sheep digital with launch of ‘ewe-nique’ video streaming platform ‘Ewe Tube’ to help Brits rest easy before their summer holiday

21 Apr 2021 Brand

Premier Inn Ewe Tube Amanda Owen Fotor

A poll of 2,000 Brits* found that the nation is feeling less rested than ever before, with the usual streaming platforms delaying bedtime routines meaning they miss out on 17 full hours of possible extra rest a month

Wednesday 21st April 2021: Premier Inn, the UK’s largest hotel company, is on a mission to help the nation rest easy, by teaming up with the Yorkshire Shepherdess, Amanda Owen – and her flock – to launch the brand’s first-ever video streaming platform, www.Ewe.Tube, dedicated to encouraging sleep by digitally counting sheep.

Queens Lambitt

Supported by our resident sleep expert as a tool to help Brits get to sleep, Ewe Tube brings counting sheep into the digital age. Jam-packed full of woolly video content, the platform includes popular movie greats as you’ve never seen them before. From 2001: A Space Odysheep, Zooland’baa to The Queen’s Lambit, there is a whole host of baarilliant content that is not only entertaining – but will actually help Brits to get the rest they need.

The need for a new take on counting sheep to help Brits sleep was made necessary by our bad bedtime tech habits – and the fact more people than ever before, are anxious that their lack of a holiday so far this year has negatively impacted on their rest.

A new study commissioned by Premier Inn, has revealed that the average person delays bedtime by 36 minutes a night due to streaming videos online, creating 17 full hours of possible extra rest a month that is being missed out on. It also found that Brits admit to 9.7 hours a day of screen time, with the TV rated as the top most-used device at 3.36 hours.

The most common things to do before bed were watch TV (55%) and look through social media (37%). Of those that watch TV before bed, the most popular content consumed is movies (50%) and documentaries (41%), whereas those that favour social media scrolling find themselves glued to Facebook (60%) and YouTube (40%).

However, bad digital habits appear to do everything but aid a good night’s sleep, with 17% of Brits admitting that some programmes they watch stimulate their mind before bed, and 13% citing scary or thrilling shows as making it harder to sleep. When it comes to traditional sleep-inducing techniques, 13% of Brits admit to counting sheep to help them sleep, even in the digital age, though only 4% say this works for them.

It is clear, however, that Brits find it harder to rest easy now more than ever before, with just under a third (31%) admitting that they are in more need of time to relax than usual. Over a fifth (23%) stated they find being at home makes it harder to switch off, while almost a third (32%) admit their quality of sleep has suffered. The research found that 24% of Brits stated that not being able to go away has negatively impacted their sense of feeling rested, with a third (33%) admitting to needing a holiday in the UK and 31% admitting needing a holiday abroad now more than ever.

Although the recent lockdown restrictions meant that many people were unable to travel and explore the UK outdoors beyond their local area, the research confirmed that 45% of Brits still find that being in nature is one of their favourite ways to relax, with a further 16% trying meditation or mindfulness.   

When watching content on Ewe Tube, Brits can access the beautiful British countryside and enjoy the meditative benefits. With beautifully shot videos, soothing ASMR featuring real life countryside sounds from Amanda’s Ravenseat farm and relaxing music, the content has been created alongside Sleep Expert, Natalie Pennicotte-Collier, to ensure it really does aid Brits in their quest for quality rest. 

Amanda Owen, The Yorkshire Shepherdess said: “It is amazing to be involved in Ewe Tube, Premier Inn’s first ever video streaming platform. I worked with the team and my flock of sheep (including some recently born lambs!) to create some entertaining and soothing content that will hopefully remind Brits of the beauty of the UK countryside, and help them to count sheep in real life, so that they too can rest easy”.

Natalie Pennicotte-Collier, Sleep Expert said: “It’s brilliant that the Premier Inn team has created a new and dynamic way to help Brits sleep well after a tough past year. Ewe Tube enables the nation to soak up the beauty of being in nature beyond our doorsteps, and the old age classic of counting sheep, but all within the digital age we now know. The repetitive and soothing nature of the content, alongside my top tips, is sure to help Brits get a better night’s sleep.”

Tamara Strauss, Global Customer Director, Premier Inn said: “We all love to get away and it’s safe to say that for many people, this year the prospect of a holiday can’t come a moment too soon, either in the UK or abroad. At Premier Inn, we don’t just offer a comfy bed for a great price but we encompass reassurance every step of the way from the convenience of hotels in locations across the UK and Ireland to the consistency of our famously warm welcome, the care shown by our teams as well as a great breakfast to start the day. This is why we have launched the brand’s first ever video streaming platform, Ewe Tube, so that Brits can truly rest easy from booking to bed”.

To help Brits prepare for when they can take a longed-for summer holiday, Premier Inn is offering millions of rooms from £29 per night. Guests can take advantage of a choice flexible booking rates, famously comfortable king-size beds and the option of a delicious cooked breakfast where kids eat free.

In line with government guidance, it’s currently planned Premier Inn hotels are open for leisure guests from:

  • England – 17 May
  • Scotland – 26 April
  • Northern Ireland – 24 May (indicative date)

Hotels in Wales are already open.

The Premier Inn CleanProtect enhanced hotel hygiene promise will help guests stay with confidence.

Premier Inn has always operated stringent hygiene standards and Premier Inn CleanProtect further enhances these standards in response to the COVID-19 pandemic.

To rest easy this Summer and beyond, visit Premier Inn’s Ewe Tube streaming platform, or book your next stay. Book direct at www.premierinn.com

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