In a nation where the smartphone rarely leaves the palm, while the TV’s on in the background, new research from Nielsen Consumer & Media View (CMV) reveals Australians are not abandoning traditional media—they’re layering it.
Despite Australia being one of the world’s most digitally saturated markets, free-to-air TV and radio remain staples of daily life. Nielsen CMV data shows that 94 per cent of Australians (21.3 million) use the internet weekly, with 85 per cent (19.2 million) accessing it on mobile. But free-to-air TV still commands a weekly reach of 84 per cent (19 million), while commercial radio broadcasts reach the ears of 65 per cent (14.8 million).
Meanwhile, two-thirds of Australians said they use multiple devices at once, often scrolling social feeds while watching a TV show.
“Screen attention in Australia is no longer a single-channel proposition. Multitasking has become the norm, creating complexity but also opportunity. With Nielsen CMV Persona Packs, we can show how different audiences overlap across screens and speakers, helping campaigns cut through by combining reach with relevance,” said Glenn Channell, Nielsen’s Pacific head of advanced analytics.
Nielsen’s data also shows that social media habits are entrenched, with Facebook (72 per cent) and Instagram (56 per cent) leading the pack. TikTok, while at just 27 per cent penetration, shows strong dominance among younger demographics, reshaping how Australians discover trends, music, and even news.
However, when it comes to news, live TV reaches 46 per cent of Australians, while 42 per cent get their updates via mobile, and 21 per cent via radio. Trust in that news varies across platforms, with most preferring to “triangulate” information from multiple sources, rather than stick to a single channel.
Video remains the universal language. YouTube reaches 61 per cent of Australians (13.7 million), while streaming has become a norm, with 76 per cent of the population (17.2 million) subscribing to at least one paid service.
Podcasts are also booming, with 29 per cent (6.6 million) listening on Spotify alone, mostly during the morning commute or weekend Bunnings run.
Big broadcast platforms like Seven, Nine, and major radio networks are still unmatched for top-of-funnel reach, especially during morning commutes and primetime. Meanwhile, digital channels, like YouTube, 9Now, and 7plus, along with social platforms, like Instagram and TikTok, enable precise persona-driven campaigns. Crucially, 28 per cent of Australians report searching online after seeing an ad, making cross-platform planning essential.
Podcasts and special interest publications—whether true crime, news, comedy, or Australian Geographic—offer trusted, contextually relevant environments where engagement runs deeper.
The data also shows when to strike. Australians are most tuned in to radio during the morning and drive-time commute, TV dominates in primetime and on weekends, and social media remains a near-constant presence from morning scroll to late-night swipe.
“In a market like Australia, brands can’t just pick one channel and expect impact. The opportunity lies in layering, building mass awareness with TV and radio, then extending into the digital spaces where people really engage. That’s the key to building stronger connections,” commented Monique Perry, managing director of Nielsen Pacific.
