Why Old Will Be Gold On Australian Screens For The Next 12-18 Months
In this guest post, Daniella Serhan, Foxtel Media Partnerships Director, talks to how audiences have been flocking to older classic content recently, and why she believes this will continue for a while to come…
Over the last few months, one fact is undeniable, we have all experienced a lot more time in our homes due to COVID-19. And let’s be honest, a lot of that time has been spent bingeing shows in front of our tablets, smartphones, laptops and televisions.
The numbers are incredible – over 19 million hours of video-on-demand (VOD) TV content was consumed last week alone across commercial services. This reflects changing habits: VOD is up 26% compared to pre-lockdown figures, a massive acceleration of what has been relatively steady growth to date.
At the same time, TV content production has seen its biggest global disruption since the US writer’s strike of 2007-08, with filming unable to take place as much of the world bunkers down to avoid spiralling infection rates. The pause in production of 2007 caused US$3 billion in economic damage to California alone, and led to falling audiences globally as many key shows were disrupted.
With the time-lag from production to distribution, there are thankfully lots of new shows still hitting Australian screens – check out Nicole Kidman’s recently completed ‘The Undoing’ on Foxtel for example. That said, it is likely that there will be a ripple effect from disrupted filming schedules that will see less new scripted content on TV.
However, audiences will not drop. The demand is clearly here, and the world has changed dramatically since 2007. Back then, Netflix had just launched an online streaming service in the US – and YouTube was just announcing its Australian launch. Today, we have access to thousands, if not hundreds of thousands of hours of content across multiple platforms and our behaviours have changed. We appreciate the slower pace, quality time spent with loved ones and I don’t believe that will change. Do we really want to go back to the rate race that once was pre COVID?
So, with less new content coming at a time of significantly higher viewing demand – where are viewers going to flock for entertainment over the next 12-18 months? Well I can tell you that the answer for me is back to the old favourites. Those shows that you know will evoke something in you, a comfort that you know you will spend the next hour or so, if not binging watching a show that like a good comfy pair of jeans, is an easy go to.
We did a deep dive into the viewership across Foxtel’s VOD platforms, comparing the last 10 weeks to the 10 weeks previous. There were massive increases in old TV shows with an 88.5% increase across shows like Sex and The City, The Sopranos, True Blood, Entourage, The Wire, Boardwalk Empire, Heroes, and CSI: Crime Scene Investigation. Personally, I have watched every episode of The Soprano’s but was one I has happy to go back to night after night for the last few weeks. Bar that finale that is!
“Older” comedy has also reigned supreme with a period-on-period increase of 122.5%. Seinfeld, for example, saw a huge jump in the last 10 weeks from 42,000 VOD streams for the previous 10 weeks to nearly 700,000 in the last 10 weeks!
And the Office was the most watched ‘old’ show with 1.2M VOD stream starts over the last 10 weeks, up 111.5% on the previous 10 weeks.
Old is gold for Australian audiences, and this trend is only likely to accelerate over the coming months. With VOD resonating so strongly, there is a massive opportunity for advertisers to take advantage of this trend. Research suggests that brands which advertise on both Broadcast TV and Broadcast Video on Demand get more than twice the sales impact compared with brands that combine their broadcast TV ads with ads on social video platforms.
So, as viewers continue to join their friends at Central Perk, or going for brunch with Carrie and the girls, or a sambo at Satriales perhaps now is the time for brands to capitalise and be part of our journey as we rediscover our trusty old favourites from the past.
Please login with linkedin to comment
Foxtel mediaLatest News
‘Blair Is Mr Happy, Beau Is Mr Dopey, I’m Mr Grumpy’ – Top Gear Australia Hosts Reveal What It Was Really Like Filming
Top Gear features the cars you could never afford to drive. It's a bit like the bogan's Gourmet Traveller, really.
Nine’s Total TV Sales Lead Richard Hunwick To Step Down
Nine's Richard Hunwick calls time after 15 years. Hoping for a last trip to the Olympics before getting the gold watch.
Yahoo Academy Culminates With Pitch-Off For Musicians Making A Difference With Trip To Cannes In Cairns On The Line
B&T happy to support the Musicians Making A Difference initiative. Particularly any that encourages more Watusi.
TV Ratings 16/5/24: Nearly 2 Million Tune In To See Sky Blues Win In Women’s State Of Origin
B&T does make jokes about the Budget reply speech but, to his credit, Mr Potato Head rated OK last night.
Binge Launches “Scene:Scents” Sensory Entertainment Campaign, Via Thinkerbell
There's now scented candles to pair with BINGE shows. We're hoping Rex Hunt's Fishing Adventures doesn't hear about it.
Jolt Partners With Veridooh For Verification Of Its EV Charger Placements In UK
Although B&T's an avid supporter of EV cars, we'd definitely miss the smell of petrol and the service station pie.
Nine Ad Manager Named Principal Sponsor Of CommBank SmallBiz Week
CommBank's SmallBiz Week is coming to Melbourne on the 29-30 May. B&T's as confused as you are on how that's a week.
Pet Circle & Seven Communications Partner On “Pawtition” To Get Pets On Public Transport
B&T's concerned about the fleas, urine & faeces on public transport - and that's just from fellow passengers!
‘A Win-Win’ – How The Matildas Helped CommBank Become A ‘Globally Iconic Brand’ For The First Time
CommBank's sponsorship of the Matildas is a sport marketing masterclass. The opposite to Nick Kyrgios & his sponsors.
VML Australia Dominates The One Show With 5 Gold Pencils
VML Australia flying the flag at the One Show Awards in New York. Not that we need more flag waving at the moment.
Social Soup: Consumers Looking For “Informative” Not “Funny” Social Content When Making Buying Decisions
In a further blow to ventriloquism everywhere, new research says consumers prefer information over funny videos.
GIO Unveils New “Protect Precious” Brand Positioning & Campaign, Via Ogilvy
Insurer asks what's precious in our lives in new work. Which is better than asking is this business highly flammable.
Digitas & Heckler Singapore Launch Animated Symphony For Riot Game’s Valorant Champions Tour Pacific
Stony silence between you and the graphic arts team at Friday drinks? This gaming news could be an ice breaker.
Wavemaker Global CEO Toby Jenner Appointed Global President, GroupM Clients
Wavemaker’s Toby Jenner continues his career trajectory. But is it enough to move him up to the first class lounge?
Fast 10: Mindshare Head Honcho Maria Grivas On Her “Resting Smiling Face”
Mindshare is having a very fruitful 2024. Here, CEO Maria Grivas reveals her fertilisers & pruning tips to success.
Real Home Care Clients & Staff Star In New HammondCare Campaign
Aged care commercial uses real life clients & staff. B&T has not contacted the actor's union for comment.
Mutinex’s Henry Innis: “I’m Imperfect As A Leader”
Mutinex is being touted as one of the hottest start-ups in the land. And we don't mean that in an Elizabeth Holmes way.
Slew Of Senior Hires At Sparro by Brainlabs & Jack Nimble
B&T loves to report new hires as it shows the healthy state of the industry. That and cocaine usage at work functions.
Initiative’s Fein, Geer, Colter To Depart For Accenture Song
As you read first in B&T, there are significant comings-and-goings at Initiative. Though mainly goings, if we're honest.
Pizza Hut Fined $2.5m For Spamming Customers
To be honest, if you're going to spam customers, cheap pizza deals is probably on the low side of the dodgy scale.
Jetstar & Qantas Perception Ratings Soar After Bonza Cancelled Flights, YouGov Finds
This poll is further proof nothing builds a positive brand image like your competitor monumentally f@cking up.
Pedigree Launches AI-Powered Ad Initiative To Give All Dogs A Home, Via Colenso BBDO & Nexus Studios
B&T encourages this dog adoption initiative. And that's despite us barely being able to look after our own selves.
Apparent Launches “All Heart, No hassle” Integrated Campaign For Flight Centre’s Corporate Traveller
Apparent charged with Flight Centre's Corporate Traveller creative. Has avoided any gags about stolen hotel bathrobes.
South African Tourism CMO: ‘We Want Consumers To Experience SA Through The Eyes Of A Child’
B&T chats with South African tourism's Aussie CMO. Admittedly, we had to quickly rectify our Barossa Valley questions.
Market Research Firm TRA Names KFC’s “Look On the Fried Side Of Life” As Australia’s Favourite Ad
A poll of everyday Aussies has revealed our favourite ads. And it'll make difficult reading for the Harvey Norman team.
‘A Big, Big Step In The Right Direction’: Media Buyers React To News Corp’s D_Coded
There was a universal thumbs up for News' D_Coded event. Although there were calls for glitter bombs at the finale.
CommBank Announced As Presenting Partner Of Vogue Codes 2024
Vogue Codes is a top initiative encouraging women into STEM-based careers. All while wearing Jimmy Choos, apparently.
Brad Garbutt Joins OMA As Marketing Lead
Seasoned adlander Garbutt joins the outdoor association. Says he's got the DOOH down pat, but working on the PDOOH.
TV Ratings 15/5/24: Gruen Pulls A Crowd For Aunty As It Enters 16th Season
Although B&T typically shuns predictions, we're expecting big numbers for Peter Dutton's Budget reply speech tonight.
D_Coded panel: ‘If You Are A Marketer Handling Data And Haven’t Spoken To Legal, You’re In Trouble’
This fiery panel was a highlight of Tuesday's D_Coded event. Not that it spilled out into the carpark.
SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]
Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]
Channel Factory Expands Team Across Australia & New Zealand By 20%
Social media agency Channel Factory announces a significant lift in staff numbers. Doesn't thank Tuesday's Budget.
Jaywing Extends Strategy Team Appointing Fran Martin As Senior Brand Strategist
As is often said, you can never have too much strategy. Same can't be said of programmatic & AI.
Tourism Tasmania Taps Broadsheet For Latest “Off Season” Campaign Iteration
Do you like to drape yourself in sheepskin, flannelette & weird, wooly hats? Tasmania in winter is for you.
Netball WA Appoints 303 MullenLowe As Brand Strategy partner
Netball WA appoints 303 MullenLowe for its brand strategy. Any mention of Gina also now strictly forbidden.