Australians’ Video Viewing Habits Revealed

Australians’ Video Viewing Habits Revealed
SHARE
THIS



Despite extensive content choice and an ever-increasing array of devices, most Australians continue to watch broadcast TV – both free-to-air and subscription channels – on in-home TV sets, new research has revealed.

According to the latest Australian Video Viewing Report by OzTAM, Regional TAM and Nielsen, 19.64 million Australians watched broadcast TV on in-home TV sets each week between October and December 2017.

While 18 to 24-year-olds are relatively lighter viewers compared to other age groups, 63.1 per cent of this group watched broadcast TV weekly.

Table #1 from OzTAM report

In total, Australians watched 74 hours and 58 minutes of broadcast TV each month in the latest quarter.

Even with the ease of playback and record in today’s technological society, 89 per cent of this was watched live-to-air, 8.8 per cent was played back within seven days, and 2.3 per cent was shifted between eight and 28 days of the original broadcast.

Table #2 from OzTAM report

The report also found that Australians now spend one-third of their time with their TV sets on activities other than watching television.

Table #3 from OzTAM report

As online viewing becomes easier, Australians played on average 347 million minutes of broadcasters’ online content on connected devices weekly late last year – a huge jump from 220 million minutes captured a year earlier.

The majority of this viewing was catch-up or on demand at 258 million minutes and the remaining 89 million minutes consisted of live viewing.

Overall, between one to two per cent of all broadcast TV content viewed each week is internet-delivered.

Australians over 18 now spend on average 21 hours and 36 minutes per month watching online video on a desktop, smartphone or tablet.

Twenty-five to 34-year-olds are the heaviest viewers on smartphones (12 hours and 31 minutes per month), while 18 to 24-year-olds watch the most video on desktops or laptops (11 hours and 59 minutes).

Across the adult population, Australians spend on average six hours and 11 minutes watching streamed video on tablets.

On a daily basis, Australians spend an average of two hours and 27 minutes watching live and playing back recorded TV content through their TV sets within 28 days.

This is only 43 fewer minutes per day compared to the end of 2010, even though viewing options have expanded in ways hardly imaginable seven years ago.

Table #4 from OzTAM report

While broadcast TV watched on in-home TV sets still accounts for most video viewing, people are still embracing new content options and the ways of watching video.

Changes in Australians video viewing habits over the past seven years are illustrated in the graph below.

Table #5 from OzTAM report

 

Please login with linkedin to comment

Nielsen OzTam Regional TAM video viewing video viewing habits

Latest News

Railway Passengers Mortified By Greyscaled Train Timetable Tribute To Prince Philip
  • Technology

Railway Passengers Mortified By Greyscaled Train Timetable Tribute To Prince Philip

Following the announcement of Prince Philip’s death last week, many businesses, broadcasters and individuals paid tribute to the Duke of Edinburgh. Some Australian viewers were upset to find the ABC opted not to broadcast British crime drama Vera, instead choosing to cover Philip’s death. Similarly, many were amused to hear a techno dance music mashup on […]

by B&T Magazine

B&T Magazine
The End Of Average: Why ‘Addressable Priming’ Is The Future
  • Opinion
  • Technology

The End Of Average: Why ‘Addressable Priming’ Is The Future

In this guest post, Wavemaker’s national strategy partner, James Boardman (pictured below), talks addressable priming and why it’ll be the end of average and the peak of creativity in media planning… For my entire career media plans have contained a large amount of average. I’m not talking about the quality of my planning skills (although […]

Opinion

by B&T Magazine

B&T Magazine
Apple “Not Against Digital Advertising” Despite Privacy Crackdown: Tim Cook
  • Technology

Apple “Not Against Digital Advertising” Despite Privacy Crackdown: Tim Cook

Apple’s new approach to digital advertising is set to go ahead in a matter of weeks, with advertisers warned to think about user privacy first. Previously, companies that sell mobile ads have relied on Apple’s IDFA (“identifier for advertisers”) as a way to identify specific users and offer targeted ads. But with Apple continuing to […]

by B&T Magazine

B&T Magazine
QMS’ pDOOH Platform Proving Campaign Attribution
  • Media
  • Technology

QMS’ pDOOH Platform Proving Campaign Attribution

As programmatic digital out of home (pDOOH) continues to help advertisers enhance their existing campaigns, digital outdoor media experts, QMS, is already seeing results pay dividends with the latest campaign for a Tourism and Travel sector client delivering over 2,000 tourist visitors who can be directly attributed from their exposure of the pDOOH campaign. The […]

Istanbul, Turkey - February 6, 2016: Woman in the car planning a route using a Google Maps application on Apple iPhone 6S. Google Maps is a most popular web mapping service for mobile provided by Google inc.
  • Technology

Apple Will Soon Help You Find Your Anything

For years now, Apple users have located misplaced iPhones and other Apple devices via the Find My app. In case you haven’t used it before, Find My tracks the locations of iPhones, iPads, laptops and even AirPods, meaning the whereabouts of each device will come up on a map if it’s ever lost. The app […]

by B&T Magazine

B&T Magazine
CBA & Football Australia Partner To Elevate The Women’s Game
  • Marketing

CBA & Football Australia Partner To Elevate The Women’s Game

Commonwealth Bank and the sport’s governing body, Football Australia, announced today that CBA will become the official naming rights partner and bank of the national women’s team, the Matildas, Junior Matildas and Young Matildas from August 2021. M&C Saatchi Sport & Entertainment supported Commonwealth Bank to bring the partnership together with Football Australia, and looks […]

Facebook Australia Celebrates Ramadan With Calendar Of Content
  • Media

Facebook Australia Celebrates Ramadan With Calendar Of Content

Facebook Australia is celebrating Ramadan with a range of initiatives including Lives, Reels, IGTV and more. To launch the initiative, Facebook has partnered with a number of Muslim creators and organisations, who will be sharing their perspectives of the holy month on both Facebook and Instagram. Facebook says the 30 days of content is part […]

CHIANG MAI ,THAILAND - March 31, 2018 : Close up Netflix website in laptop screen. Netflix being popular internationally.
  • Media

Netflix’s Challenge To Linear TV

Netflix’s real-time streaming service, launched in France, provides an unexpected alternative to television as the platform also announced a new deal with Sony. The program, called ‘Direct’, is a real-time service with a stream that covers five days, to prevent repeat programming. It was announced in November 2020 originally and rolled out fully in December […]

by B&T Magazine

B&T Magazine
The Economist Intelligence Unit Launches “EIU Viewpoint”, Political And Economic Analysis Platform
  • Media

The Economist Intelligence Unit Launches “EIU Viewpoint”, Political And Economic Analysis Platform

The Economist Intelligence Unit (EIU), a division of The Economist Group, has announced the launch of “EIU Viewpoint”, a new digital product that combines the EIU’s expert political insights, policy analysis, and economic outlook with forward-looking forecasts and proprietary data. “EIU Viewpoint” helps businesses, academics, governments, and financial institutions stay ahead of the shifting global […]

Hospital Research Foundation Continues Fight Against ‘The Beast’ In Latest Work Via KWP!
  • Campaigns

Hospital Research Foundation Continues Fight Against ‘The Beast’ In Latest Work Via KWP!

Adelaide-based creative agency KWP! brings more than one hundred volunteers together in an onscreen battle against life threatening diseases for the sequel to The Hospital Research Foundation (THRF) Group’s ‘Together Fight’ campaign. Two 30-second TVC’s feature the return of ‘The Beast’, who comes up against a young patient and army of real-life patients, researchers, staff […]