AUSTRALIANS’ VORACIOUS VIDEO VIEWING BEHAVIOURS
Australians are voracious consumers of broadcast TV and other video, and they have a growing array of options by which to access this content – anywhere, anytime.
The first edition of the Australian Video Viewing Report – from Regional TAM, OzTAM and Nielsen – shows video viewing behaviour continues to shift with growing content, device and platform choices.
For instance, at home – where most video viewing takes place – Australians have numerous options, and this encourages the cross-screen ‘spreading’ behaviour observed for several years.That in turn contributes to the steady and gradual decline in the amount of time Australians spend watching live and time-shifted TV – particularly in the evenings, when people generally have the most available time.
Meanwhile, now-ubiquitous connected mobile devices allow people to consume video at different times of day, including when they are outside the home. For some people this creates more time and opportunity to watch.
Despite unprecedented choice, on average across the total population TV remains the most-watched screen, and most Australians watch some broadcast TV (free-to-air and subscription channels) each week.
The Australian Video Viewing Report reveals information for Q1, 217, and while the data has instigated much discussion about television’s place in today’s screen mix, several trends are clear:
TV sets remain core screen: 19.9 million Australians (84% of the population in people metered markets) watch some broadcast TV (free-to-air and subscription channels) on in-home TV sets each week and watched an average of 79 hours and 30 minutes (79:30) of broadcast TV on in-home TV sets per person each month.
More connected: More than two-thirds of homes have internet-capable TVs, whether connected or not. Half of homes have tablets and eight-in-ten have one or more smartphones.
Younger Australians connect to watch: Australians aged 18-24 are the highest engagers of video content online – spending more than 22 hours per month watching video viewing via desktop or laptop and more than nine hours a month watching video via a smartphone.
Regional TAM Chairman and General Manager, Prime Television, Tony Hogarth said: “This Q1 2017 Australian Video Viewing Report is the natural evolution of the Australian Multi Screen Report, providing a simplified framework whilst maintaining the core measurement metrics of past reports. With the increased viewing options and platforms available the in-home television set is still the most popular choice, with broadcast television reaching 83.7 per cent of Australians weekly. Regional Australians in particular spend just over 87 hours watching broadcast television on average each month, which is almost eight hours more than the national average.”
Craig Johnson, Regional Managing Director, Media, Nielsen, said: “As we move through 2017 we’ve continued to see growth of Australians aged 18-24 engaging with video content online. This is certainly reflected in video viewing on mobile devices with this group now spending more than nine hours a month watching video via a smartphone – making them the biggest consumers of mobile video content. Content providers and advertisers need to be flexible with their approaches in order to reach consumers where they are, and on any screen size they choose for that moment.”
OzTAM CEO Doug Peiffer said: “The Q1 2017 Australian Video Viewing Report confirms Australians’ huge appetite for video. As people embrace device and platform choice, for some these new options actually create more time to stay up to date with their favourite TV programs or watch other video – for example, while commuting or taking a few minutes out during their lunch break. Although connected screens and endless content options contribute to the gradual decline in the time people spend watching live and time-shifted TV, particularly for younger viewers, nearly all Australians watch broadcast TV each week. On average across the total population TV remains the most-watched screen.”
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About The Australian Video Viewing Report
The Australian Video Viewing Report, released quarterly, is the country’s only national research into trends in video viewing in Australian homes across television, computers and mobile devices drawing on the best available measurement sources. It combines data from the OzTAM and Regional TAM television ratings panels; Nielsen Online Ratings; Nielsen’s Australian Connected Consumers report; and OzTAM’s Video Player Measurement (VPM) data.