Audiences Open Up To New Content During COVID-19
Foxtel Media Partnerships Director, Dan Serhan (pictured) has put down her thoughts on how audiences across Australia have opened up to new content amid the coronavirus crisis…
With a third of the world’s population on lockdown, it seems like every Microsoft Teams or ZOOM meeting is either opening or closing with the question: “any good new TV recommendations?”
At a time when know that more TV and video content than ever before is being consumed, we are seeing some interesting shifts in audience behaviour. One trend that is becoming clear is that, due to forced confinement and more free time, consumers are more willing to sample outside of their usual comfort zone. With no live sport for example, what do the sport aficionados turn to? Anecdotal evidence from my own colleagues at Foxtel Media suggests cooking shows may be the new “guilty” indulgence for sports fans. Another potential trend that audiences are devoting more time to co-family viewing.What is certain is that the impact of lockdown has the potential to change audience tastes long-term, as well as associated behaviours around how content is consumed.
A good place to start is the viewing numbers- where we are seeing bigger audiences for content across the board. In the past six weeks, Foxtel viewers spent on average 2:30 hours per day watching Linear TV across the network, with Seven and Nine viewers clocking in around 1:35 hours. And, as well as consuming traditional TV, video on-demand services are also booming as viewers both live-stream and binge-watch entire series. Live consumption across FOXTEL NOW has seen a 21.1% year-on-year growth for total minutes watched. Broadcast video-on-demand has seen incredible growth with 4.6 bil total minutes viewed, which is up 46.7% compared to the same time last year.
Global drama commissioning trends
Audiences are flocking to drama, with in Peak and Off-Peak viewing up 61.6% and 114.5% respectively. This is a global trend. When it comes to commissioning, analysis of BBC 2019-2020 drama commissioning trends by Ampere shows that the most universal themes for drama co-productions are crime thrillers, followed by historical and period dramas.
Authorship has become increasingly important with certain writers in hot demand, such as Phoebe Waller-Bridge (writer and star of tragicomedy Fleabag) who has signed a US$20 mil deal with Amazon. Julian Fellows continues to be in demand, with his latest series Belgravia on BBC First following on from the global success of Downton Abbey. One of my own personal favourites, BBC First’s must-see Patrick Melrose based on theEdward St. Aubyn’s novels and adapted by acclaimed screenwriter and author David Nicholls, underlines the authorship trend. Audiences still love to be transported to a different human experience, a life they have never lived that they can experience through the eyes of characters.
Real Life Reality TV
On the other side of the spectrum, throughout Q1 2020 another clear broadcasting trend globally is that “Real Life Reality is King”.
Discovery Channel, the global leader in real-life entertainment, has seen audience growth rise significantly throughout international markets since the COVID-19 outbreak as we tune in to real-life content as an escape.
Discovery’s Australian portfolio, including Discovery Channel, Animal Planet, Discovery Turbo, Investigation Discovery and TLC, has seen increased viewership by 4% in 2020 year-on-year. During March alone, audiences were up 12%. Discovery Turbo, a channel dedicated to all things motoring and with strong male audiences, had its best month since November 2015. The fact there is no live sport is no doubt a catalyst for this but what does this channel sampling do to consideration long term, this we are yet to find out. TLC, a channel focused towards reality series involving lifestyles, unique families, and personal transformations which has a stronger female audience following, also had its strongest viewership during this period, up 29% compared to March 2019.
As we have had to close our doors and live a more confined life we have been leaning in to experience and learn more about how ‘other’ people are living their ‘real’ lives.
All things Earth
Another shift has been towards emotional connection between audiences and the natural world. Sir David Attenborough’s landmark through awe-inspiring series Planet Earth and Blue Planet continue to dominate natural history programming globally for BBBC Earth/Natural History.
These series have incredible longevity. In its first week BBC Earth screened four of Sir David’s biggest titles: Blue Planet II, Planet Earth II, Frozen Planet and The Hunt – delivering a primetime share up 67% on the previous three months (BBC Knowledge).
BBC Earth saw its highest audience month for 2020 so far during April, with the channel reaching over 1.10 mil viewers. There’s no doubt that the week of programming dedicated to the 50th anniversary of Earth Day in Earth Week has contributed to this audience boost.
Not only are these landmark properties cinematic in quality and informative, these shows resonate with viewers looking for collective family viewing opportunities which are particularly suitable with all family members home during the shutdowns. Viewing is up 46% on BBC Earth since COVID-19, as viewers seek to maintain a window on the wider world under lockdown.
No live sports, no worries for sports fans
Interestingly we have also seen sports fans turning to movies. At the start of the lockdown Foxtel gave subscribers the chance to discover new content across all genres. A massive 72% of the Sports customers who didn’t have Movies before, but were then given access, have migrated to consume Movies. As a result, movie channels are currently forming seven of the ten most viewed channels for this group, possibly with sports fans after some kind of “action” fix?
While advertising naturally takes a hit in an economic crisis, these highly attentive and engaged audiences are not only consuming more TV than ever before but are also paying more attention to content due to less distraction. They are also more willing to give something new a go – sampling more, taking suggestions from those with differing taste. When we emerge from this shutdown, we may have seen a permanent shift in audience behaviour driven by a new openness in genre consumption.
Please login with linkedin to comment
Foxtel mediaLatest News
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.
New PR Subscription Changing The Game For Aussie Start Ups
Need better PR? You can now buy it via a monthly subscription. Price does not include a fascinator or Moet piccolos.
Paul Kent At Centre Of Fresh Scandal After Alleged Street Brawl
Do you long for the fights, gouges & testicle grabs of footy's glory years? So too, it appears, does Paul Kent.
DiDi Taps Disney’s Tim Farmer For Head Of Brand Marketing Role
Disney's Tim Farmer shifts over to rideshare company DiDi. Taking with him his Donald Duck coffee mug & mouse ears.
As Sure As Night Becomes Day, The End Of Third-Party Cookies Has Been Delayed
The question remains: what will we see first? The end of cookies, alien invasion or Jesus's second coming?
Fast 10: Scoundrel’s Tim Bullock Explains What Shane Warne & Salt-N-Pepa Have In Common
It's a Fast 10 with Scoundrel's Tim Bullock. Make it sound even faster by sucking on helium while reading it.
Outbrain Snatches Chris Oxley From Foxtel Media
Foxtel's Chris Oxley shifts over to Outbrain, but not before having his press photo taken in the wilds of the Daintree.
oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign
Like to quell the road rage with super cute pics of fluffy marsupials? This outdoor's just the ticket.
Are Media Cares For The Carers In Its Latest Social Change Campaign
Are Media calls on the government to add super payments to carers' payments. Remains silent on AUKUS, however.
In A Fragmented World, Engagement Is King
Today, B&T TV's talking fragmentation & engagement. But not in a down-on-one-knee sense of the word.
Kyle Sandilands On Advertising: “We Want Return Business. It’s No Good Just Taking Someone’s Money”
Kyle & Jackie O finally arrive on Melbourne radio. As yet, no sign of the monotonous and bitter AFL-NRL debate.
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.