As a result of more digital entertainment options, Australians are consuming more content and changing how they consume it. Knowing the Australian entertainment consumer provides new opportunities for Australian brands to engage and connect with them on a more personal and emotional level.
The amount of Australian people who go online for entertainment-related content has risen slightly by 4% year-on-year (Dec 2016 vs Dec 2017); however, time per person accessing entertainment content online has grown from 19 hours 26 minutes to 23 hours 3 minutes over the same period, an increase of 19% or over extra four hours a month1. Currently these time spent figures do not incorporate video content and they will be higher still with that consumption included.
While desktop was the device of choice for the majority of Australians to engage with entertainment content online, mobile devices had the longest duration in December 2017. Online Australians spent 17 hours and 40 minutes accessing entertainment content on a tablet, 15 hours and 16 minutes on a smartphone and only 6 hours and 1 minutes per person on computers during December 2017 – as illustrated in the chart below. 2
Social media continues to play a starring role in the Aussie living room. Over the past 12 months, 106 million interactions (posts, comments, likes or shares) have taken place about content Australians have watched on broadcast television. The top 10 entertainment programs (excluding sport) are dominated by music, live events and reality. For example, during the Eurovision Song Contest grand final which aired on SBS in May 2017, 96,000 Australians took to social media to talk about the event. Over two-thirds of posts were made using a smartphone device and over two-thirds of unique Facebook authors were females aged over 35.3
Dual screening is becoming second nature amongst Australians. Over a third of Gen Y Australians (20-34 year olds) will watch TV and use the internet at the same time on a daily basis, and 76% will at least once a week. Seven-in-10 Gen Xers (35-54 year olds) will dual screen at least once a week.4
KNOW YOUR AUDIENCE
Connected Australians of all ages are now accessing and actively engaging with entertainment content at an ever increasing pace. The leap from traditional entertainment consumption (e.g. CDs and portable gaming consoles) to new ways (e.g. music streaming and mobile apps) is changing the profile of the Australian entertainment enthusiast.
In December 2017, four out of five online females aged 25-34 years accessed a music streaming service.5 Streaming is appealing to this audience as it provides new and innovative ways of listening and music discovery – such as music suggestions, playlist creation control, live streaming of events, artist updates, and additional content.
Another example is online gaming, which is driving significant growth in the entertainment category by providing a personalised experience. In December 2017, 14.5 million Australians engaged with the Gaming subcategory (all devices) and surprisingly 9 million was via a smartphone. Gaming in this context include games such as Candy Crush, Words With Friends and Pokémon Go. Online Australian gamers spent an average of 12 hours and 44 minutes per person per month in December 2017. Even more astounding, is the fact that nearly a quarter of online gamers are aged 55+, larger than any other age bracket. Of the 55+ age group, females dominate the number of players with a unique audience of 1.9 million in December 2017, versus 1.5 million males. Females aged 55+ spent an average of 15 hours and 49 minutes per person playing games in December 2017 .
Overall 51% of online gamers in December 2017 were female, with the majority of minutes spent generated from smartphone (51%). Based on total time spent, tablet was the next device of choice (38%), followed by desktop (11%). Ranked on audience, the majority of top players in the Gaming subcategory for females were mobile or desktop applications.6 These apps include:
As the entertainment industry continues to innovate and produce new content, Australians are willing to spend more of their time consuming it, and on more devices. It is pertinent for brands to understand who their audiences in order to seize opportunities to drive personal value and connect – you may find their characteristics surprising!
1 Nielsen Digital Ratings (Monthly), Dececmber 2016 and December 2017, Unique Audience, Entertainment Category, Text only
2 Nielsen Digital Ratings (Monthly), December 2017, Time Per Person, Entertainment Category, Text Only
3 Nielsen Social Content Ratings December 2016 – December 2017. Facebook and Twitter Interactions Relevant To Australian Linear Television
4 Nielsen Consumer & Media View, Survey 7 2017, National, People 14+
5 Nielsen Digital Ratings (Monthly), December 2017, Active Reach, Music Sub Category, Text Only
6 Nielsen Digital Ratings (Monthly), December 2017, Unique Audeince and Time Per Person, Gaming Subcategory, All Devices, Text Only