While Australians increasingly use connected devices to watch television and other video content, 85% of all our viewing continues to take place on our in-home TV sets. This is despite growing choice in video content and the way in which we access it encouraging us to spread our viewing across devices and platforms.
The latest Australian Multi-Screen Report – from Regional TAM, OzTAM and Nielsen, and covering the fourth quarter of calendar 2015 – has revealed that broadcast television reach remains strong, with 87.4% of Australians watching broadcast television (free-to-air and subscription channels) on in-home TV sets each week.
On average, we watched 85 hours and 17 minutes (85:17) of broadcast television on our in-home TV sets each month, down 5:10 per month year-on-year, reflecting the way we are spreading our viewing across multiple options.
DEVICE AND PLATFORM CHOICE INFLUENCING HOW WE WATCH
Australians now spend 15.5% of video viewing time spread across computers, tablets and smartphones. This includes broadcast content (e.g., television network catch-up and streaming sites and apps) and non-broadcast content (e.g., YouTube, Vimeo and Facebook). On average, this equates to 15 hours and 42 minutes (15:42) per month – up from 12:18 in Q4 2014.
As we continue to spread our TV content consumption across connected devices, OzTAM has released its new Video Player Measurement (VPM) Report – Australia’s first official measure of Internet-delivered TV content on devices such as tablets, smartphones, smart TVs, desktop and laptop computers, and games consoles.
According to this report, Australians played, on average, 112 million minutes per week of participating broadcasters’ Internet-delivered TV content in Q4 2015. This means video content on connected devices represents about 1% of all broadcast TV viewing in the period.
Deborah Wright, Chair of Regional TAM and Nine Entertainment Co Director of Regional Strategy, said: “The Australian Multi-Screen report continues to provide a holistic national overview of consumers’ viewing habits across platforms and devices. In a market where consumers have an ever growing list of options to view video content, the in-home TV set remains the predominate screen of choice. Our Regional TAM audiences in particular are spending almost 95 hours a month on average watching television, which is almost 9.5 hours more than the national average.”
OzTAM CEO Doug Peiffer said: “Connected devices are the new PVRs (personal video recorder). As penetration rates for conventional personal video recorders level off, the number of PVRs actually in the market has grown dramatically: people now use their desktops, laptops, tablets and smartphones to watch catch up TV – just as they’ve grown used to time-shifting their broadcast viewing. Today, access to content means anywhere, anytime, any connected device. OzTAM’s new VPM Report tracks this emerging behaviour, revealing how the audience to a piece of content travels across all platforms.”
Craig Johnson, Head of Nielsen’s Reach Solutions, Southeast Asia, North Asia and Pacific said: “TV broadcasters are still the custodians of the highest quality content and have the biggest opportunity to reach the most people. Device and platform choices are greatly expanding those opportunities and broadcasters are making good use of the opportunities to ensure their content is available to those audiences anywhere, anytime.”
Download the full report here
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; Nielsen Online Ratings and Nielsen’s Australian Connected Consumers report; and OzTAM’s Video Player Measurement (VPM) Report.