While TV remains the king of screens, the way we are viewing it continues to evolve. The proportion of time spent viewing live TV has dropped gradually over the past five years, while playback viewing through the TV set within seven days of original broadcast continues to rise.
Meanwhile, the increasing take up of internet-capable or ‘smart’ TVs – now in nearly one third of homes – along with growth in viewing of TV content between 8 and 28 days from original (live) broadcast, has boosted the proportion of time people spend on activities other than watching broadcast television.
We are also seeing viewing behaviour shift across age groups. For example, while people aged over 50 watch the most TV on TV sets, the time they spend watching any video on connected devices is increasing. And Australians under the age of 24 spend more than 50% of their total viewing time watching broadcast television on TV sets even though they are the heaviest viewers of video on connected devices.
OzTAM CEO Doug Peiffer said: “Australians now have a remarkable range of options for watching their favourite television programs. Overall, nine in 10 people watch broadcast TV each week, averaging nearly three hours of ‘traditional’ TV viewing per day across the population. We continue to see Australians spend a little less time at the ‘full buffet’ of live linear television and a little more time viewing ‘a la carte’, watching their favourite TV shows when they want. Also, there is an increase in time shift viewing beyond seven days, as reported in this quarter. We’ll continue to keep an eye on this evolving behaviour.”
Craig Johnson, Head of Nielsen’s Reach Solutions, Southeast Asia, North Asia and Pacific said: “People are continuing to evolve the way they consume media and are leveraging technology more, and, in increasingly varied ways. The TV screen remains the core of this consumption and a key vehicle for advertisers to reach consumers. Playback continues to grow as does delayed viewing with an increase in 8-28 days, showing that people are more prepared than ever to watch content at their own convenience.”
About The Australian Multi-Screen Report
The Australian Multi-Screen Report, released quarterly, is the first and only national research into trends in video viewing in Australian homes across television, computers and mobile devices. It combines data from the three best available research sources: the OzTAM and Regional TAM television ratings panels and Nielsen’s national NetView panel, Consumer & Media View database and Australian Connected Consumers report.