Aussies Watch Nearly 100 Hours Of TV Every Month

Aussies Watch Nearly 100 Hours Of TV Every Month
SHARE
THIS



Australians are watching more television on in-home TV sets year-on-year (YOY) and continue to adopt new screen technologies, according to the latest Australian Multi-Screen Report.

Total use of the television screen has also risen YOY, reflecting the progressive take-up of new devices attached to the TV set, and of televisions with the potential to connect to the internet.

Use of the TV set for secondary purposes has not come at the expense of overall broadcast TV viewing YOY and has reinforced the big screen’s primary screen status in households.

Nielsen’s senior vice president, cross platform audience measurement, Erica Boyd said: “Our research at Nielsen shows that Australians are consuming more video content than ever before. More content across a number of sized screens and across various digital and native channels. Consumers want to view content anywhere, anytime on the device they want. This is creating a huge opportunity for broadcasters. The highest quality content will be king in this environment.”

Snapshot of TV viewing and technology penetration in Australian homes

In Q2 2014 Australians across the population watched an average of 97 hours and three minutes (97:03) per month of broadcast television (both free-to-air and subscription channels) on their in-home TV sets – up 26 minutes per month YOY.

This equates to a little over three hours per Australian per day and has been consistent over the past decade.

Q214 monthly_time_spent_viewing

91.8 per cent of all in-home TV viewing in the quarter was live and 8.2 per cent was viewed in playback – that is, when viewers watch broadcast TV material they have recorded within seven days of original broadcast using a device such as a PVR or DVR.

55 per cent of Australian homes have at least one PVR and 14 per cent have two or more.  On average, Australians devoted seven hours and 58 minutes per month in the quarter to playback viewing (7:46 a year ago).

Four in five Australian homes (80 per cent) have an internet connection and that figure has been steady for the past five quarters.

During Q2 2014 Australians aged 2+ spent an average of 39 hours and 27 minutes (39:27) per month online on home and work computers.

Their viewing of any online video on a PC or laptop (e.g., streamed video such as internet-delivered catch-up TV as well as other video content) increased to an average of eight hours and eight minutes per month (6:26 a year ago).

42 per cent of homes have tablets – unchanged from Q1 2014 and up from up from 33 per cent in Q2 2013. Across the Australian online population aged 16+ people claim to spend 1:47 per month watching any online video on a tablet.

71 per cent of Australians aged 16+ own a smartphone, compared to 65 per cent in Q2 2013, and 69 per cent in Q1 2014. Across the Australian online population aged 16+ people report spending 1:56 per month watching any online video on a smartphone.

Internet-capable televisions (i.e. ‘smart’ or ‘hybrid’ TVs, whether connected or not) are now in 27 per cent of homes, steady on Q1 2014 and up from 22 per cent a year ago.

Following the switch-off of analogue free-to-air television broadcasts, 100 per cent of Australian television homes can receive digital terrestrial television (DTT). 94 per cent of television homes can receive free-to-air digital TV channels on every working TV set in the home. Six per cent have secondary televisions which although unable to receive free-to-air channels may be used for gaming, playing DVDs or as a computer monitor.

Although viewing of television and other video varies by age group, all major age groups spend the majority of their screen time watching broadcast TV on in-home sets.

Q214_household_technology_penetration

Total TV screen use

Australians’ total use of the TV set has grown YOY, averaging out at 16.7 TARP across the whole day (Q3 2013 – Q2 2014) compared to 16.5 TARP a year earlier.

Live and playback viewing have been steady for the past two years, with other screen use rising – that is, when people use their TV screens for purposes such as gaming, viewing over-the-top (OTT) internet-delivered services, internet browsing, or watching playback material (programming they have recorded using a device such as a PVR) beyond seven days from original broadcast.

The growth in total TV screen use reflects the progressive take-up of new devices attached to the TV set (e.g., games consoles, PVRs and OTT services) as well as the rising number of homes with TVs that have the capability to connect to the internet.

Interestingly such secondary TV screen usage has not come at the expense of live or playback viewing in the past year. Rather, more people are in front of the TV set, and increasing their use of it – reinforcing the big screen’s position as the household main screen.

OzTAM CEO Doug Peiffer said: “The Multi-Screen Report shows Australian viewing habits are changing gradually rather than dramatically. Secondary use of the TV set is bringing more people in front of the TV, increasing the overall amount of time spent with the big screen and reinforcing its place as the household ‘main screen’. And even as connected devices increase the range of viewing options, Australians of all ages still spend the majority of their screen time watching live broadcast television on in-home TV sets.”

Deborah Wright, regional TAM Chair, said: “The Multi Screen Report highlights the increased usage of the main television screen and adoption of new screen technologies, with growth year-on-year. Regional Australian households continue to enjoy the ‘live’ television experience and are delivering a strong result in comparison to the national average.”

Summary of key findings: Q2 (April – June 2014)):

  • Australians watch on average 97 hours and 03 minutes (97:03) of broadcast TV on traditional television sets per month[4] – up 26 minutes per month year-on-year (YOY).
  • 91.8% of all broadcast TV viewing is Live, with Playback of broadcast content that viewers record and watch within seven days accounting for 8.2% (7:58 per month).
  • 100% of Australian television homes can access digital terrestrial television (DTT) channels. 94% can do so on every working household TV set.
  • 55% of homes have PVRs; 14% have two or more (Q2 2013: 54%; 14%).
  • Household internet penetration is stable at 80%.
  • Australians spend on average 39:27 per month online.
  • 27% of homes have internet-capable TVs, whether connected or not (22% in Q2 2013).
  • 42% of homes have tablets (33% in Q2 2013). Across the online population aged 16+, people claim to spend an average 1:47 per month[6] using tablets to watch any online video – which can include both broadcast and non-broadcast material.
  • 71% of Australians aged 16+ own a smartphone (65% in Q2 2013) and self-report an average 1:56 per month[7] viewing any video on these devices (1:20 a year earlier).
  • 13.516 million Australians watch some video on the Internet each month (including TV broadcast and non-broadcast content): an average of 8:08 per month. Such viewing is highest among people aged 18-24 (13:02)[8].
  • 89.1% of all video viewing[9] – across all screens, and including broadcast and non-broadcast content – is on the traditional TV set[10]:
    • 97:03 per month on the TV set (89.1%)
    • 8:08 per month online via PCs/laptops (7.5%)
    • 1:56 per month on smartphones (1.8%)
    • 1:47 per month on tablets (1.6%)

Sources: Nielsen, OzTAM, Regional TAM. View the full report here.

Please login with linkedin to comment

ANZ barina C-KOL Free Targeted Media

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]