New emma SVOD Consumer Insights Show Who Is Watching What Channel

New emma SVOD Consumer Insights Show Who Is Watching What Channel
SHARE
THIS



More than half of Australians (52 per cent) are accessing video content on demand, according to new data* from emma (Enhanced Media Metrics Australia), which for the first time casts light on who is consuming streaming video on demand (SVOD) channels.

The State of Video on Demand’ emma report has found that of the 9.3 million people using an SVOD service, 3.9 million use free catch-up TV, while Netflix has the greatest market share among paid subscription services, reaching more than 2.3 million Australians.

“This is the first analysis available that profiles the people consuming streaming video services, not just the number. The emma segments, developed by Ipsos, provide valuable insights for this relatively new but rapidly growing streaming phenomenon,” Ipsos Connect executive director – emma, Jane Nicholls, said.

“With several new players now eyeing the Australian market, we expect this unique data will help guide media agencies and advertisers to better understand the existing streaming channel customers using emma’s insights.”

SVOD consumers display similar characteristics, depending on their channel selections, and emma uses Ipsos’s unique consumer segments to delve into the profile of these consumers.

Some of the highlights to arise from the report include:

  • Free-to-air (FTA) catch-up TV – used by 21 per cent of Australians and are those who enjoy the latest technology. Consumers who use free channels such as ABC’s iView, Plus 7, SBS on Demand and TenPlay, skew towards the emma ‘Conscientious Consumption’ segment. They have high incomes but are financially conservative and are strongly engaged with new technology and social media. They are heavier users of mobile and more likely to research online.
  • Foxtel Play – used by 4.5 per cent of Australians who are characterised as mature couples driven by success. In the ‘Educated Ambition’ segment, these users see career achievement as their top priority, are highly educated, urban dwellers, who own a home and are particularly ‘alpha’ females without children.
  • Stan – used by 2.3 per cent of Australians usually with families or in shared households seeking value for money, a Stan user is in the ‘Conscientious Consumption’ segment. They are middle class, financially conservative and believe in the public school system. They shop for bargains and skew towards people aged 30 to 44.
  • Netflix – used by 13 per cent of Australians who are typically young professionals. Netflix users are more likely to reside in the ‘Affable Awareness’ segment and are young, urban dwellers with an average age of 35, with high levels of education. They use technology and gaming, stream music, TV and movies and frequent cinemas.
  • Presto – used by one per cent of Australians. This group is typically young families and in the ‘Sensible Traditionalists’ segment. They are motivated and conscientious middle class families, who place importance on health and wellbeing. They like quality but avoid debt and risk and have a high proportion of savings. They have children under the age of 18 at home and are solely or mainly responsible for grocery shopping.

Fetch TV, Apple TV and Google Play are also measured in the emma survey but are not included in this analysis which focuses on pure play SVOD channels.

* Source: emma conducted by Ipsos Connect. 12 months ending December 2015, people 14+. Stan based on 8 months ending November 2015, people 14+. Quickflix, Foxtel’s Subscription Platform, You Tube, BigPond Movies and all other hardware devices not available at time of reporting.

Please login with linkedin to comment

Latest News

Twitter Australia’s MD Reveals Plan To “Double Down” On Video In 2018
  • Media

Twitter Australia’s MD Reveals Plan To “Double Down” On Video In 2018

Social media giant Twitter has no intention of reducing its focus on video this year – in fact, it wants to double the amount of video content on the platform. Speaking to B&T, Twitter Australia managing director Suzy Nicoletti (pictured above) said live streaming is going to be of particular importance. “What we’ve found is Australians […]

by B&T Magazine

B&T Magazine
International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine
Pac Mags Appoints Sales Leadership Team
  • Media

Pac Mags Appoints Sales Leadership Team

Look, it's not one but two positive stories about the magazine industry today! You wouldn't read about it, would you?

by B&T Magazine

B&T Magazine
Three Ways To Propel Your Career Now
  • Advertising
  • Marketing
  • Media

Three Ways To Propel Your Career Now

Need a career kick-start without having to wear a feather boa and shake maracas about the office? Read this and pronto.

by B&T Magazine

B&T Magazine
Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR
  • Campaigns
  • Marketing

Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR

Cult Australian cycling label Attaquer approached SPLINTR to present its new Race Ultra+ Collection to the world, and just 24 hours after the brand film launched, the kit was sold out. Attaquer’s new cycling kit aimed to attract not only its current core customer, but also the extreme performance-driven end of the market. Stevan Musulin, […]

Blockhead VFX Hires Richard Betts As Lead Flame Artist
  • Media

Blockhead VFX Hires Richard Betts As Lead Flame Artist

Visual effects and post-production design company Blockhead VFX has announced the appointment of Richard Betts as lead flame artist across its Sydney and Auckland studios. Before the completion of his recent five-year tenure at Fin Design + Effects, Betts completed a seven-year stint at post-production facility The Mill in London. Blockhead co-founder Stefan Coory said: […]

BRICKX Builds Marketing Team With New Hires From Domain & Amaysim
  • Marketing

BRICKX Builds Marketing Team With New Hires From Domain & Amaysim

Property platform BRICKX has announced new marketing hires from Domain Group and telco Amaysim to support its growth. Asok Boopathy (pictured above) has stepped into the role of group director of product role at BRICKX, following two years as head of product at Domain. Boopathy has also previously worked at PayPal, Bigcommerce and Silicon Valley’s […]

Posterscope Helps Transport Accident Commission Increase Relevance For Mobile Drug Testing
  • Advertising
  • Campaigns
  • Media

Posterscope Helps Transport Accident Commission Increase Relevance For Mobile Drug Testing

Out-of-home (OOH) specialist agency Posterscope has deployed Liveposter to help the Transport Accident Commission (TAC) roll out a dynamic digital OOH component of its drug driving campaign. Across a number of high-profile APN Outdoor and QMS digital large-format locations on key arterials in Melbourne, the campaign will be displayed to increase the relevance and immediacy […]