Deloitte: An end to 'prime time' as a way to reach a mass audience

By AdNews | 4 November 2024
 

Australians now spend as much time watching subscription video on demand as free-to-air television, according to Deloitte’s 13th annual Media and Entertainment Consumer Insights report.

And rapidly evolving consumption habits, with peak engagement times spread further across the day, signal an end to “prime time” as a way to reach a mass audience.

At the same time, consumption of social media is down among young Australians amid strong support for further government regulation of platforms to fight perceived harms.

Deloitte surveyed more than 2000 people across five generations to find out what Australians consume and why.

“This survey gives us a great insight into what they consume and why,” said Deloitte Lead Partner for Telecommunications, Media & Entertainment Peter Corbett.

According to the report, the average Australian now spends eight hours and twenty minutes a week watching both SVOD and FTA television, with media consumption peaking several times throughout the day instead of just once.

Almost 75% of Australians consume some form of media first thing in the morning, while more than 80% do so on the commute to work or before turning off the light at night.

But despite the persuasiveness of media consumption, Australians – particularly younger ones – are cutting back. 

Overall, total weekly time spent consuming entertainment dropped by 10% over the past 12 months to 44 hours a week. 

For Gen Zs, consumption fell 25%, with social media usage taking a dive.

“Prime time means something different to everyone in 2024 – streaming services are on the precipice of eclipsing traditional free to air television in popularity, while different formats are winning the battle for our attention at various times of the day,” Corbett said.

Cost of living pressures have hit consumer wallets but Australians are resisting the temptation to cut the home entertainment budget. 

This year, the average number of digital subscriptions per household remained broadly consistent at 3.3, while average monthly spend grew 10% to $63 as platforms pushed through price rises.

More than a third of consumers are exceeding their monthly entertainment budget and 75% are worried about the cumulative cost of multiple subscriptions - yet most Australians intend to continue holding the same number of subscriptions in 2025 as they do now.

“It is no secret that Australians are tightening their belts at the moment, but most are avoiding taking the razor to their subscriptions, preferring to save money by switching between services to take advantage of promotions or substituting a night out for a night in,” Corbett said.

“Despite price increases, subscriptions services still offer a relatively low-cost form of entertainment, which helps explain why young people, who often have tighter budgets, spend more on subscriptions than older people.” 

Gen Z households spend $88 a month on subscriptions – almost double that of baby boomers.

The report found broad support for social media age restrictions as young Australians lead digital detox amid lack of trust. 

While social media remains a popular form of entertainment, younger Australians are scrolling less because of a lack of trust and concerns about the impact on wellbeing.

For Gen Zs, average weekly social media use fell almost 20%, to 10 hours and 5 minutes from 12 hours and 45 minutes.

Close to half of all respondents say they regularly spend more time on social media than planned, and one-third say this is of concern to them. Meanwhile 70% of those who live with children are worried about effects of social media and half have used parental controls to limit online access.

The concern around the impact of social media on younger people has flowed through to strong support for limiting access, including among young Australians: 90% of consumers are advocating for new social media restrictions for those aged 16, including 91% of Gen Zs.

“The proposal for an outright ban for people under 16 accessing social media is less popular, but still found favour among 56% of respondents and, surprisingly, among around one-third of Gen Zs, who are more likely to be familiar with the adverse effects social media can have on wellbeing,” Corbett said.

Alongside wellbeing concerns, most Australians have doubts about the content they get on social media. 

Only 40% of respondents trust the news they consume through social platforms compared to 73% of Australians who trust news consumed through major news publishers.

Younger Australians also place a premium on representation in media: 64% of Gen Zs actively seek out diverse voices in what they consume, compared to 49% of consumers overall.

“Despite reports to the contrary, Australians still retain considerable trust in legacy media  platforms, with a strong preference for Australian-owned outlets. As ubiquitous as social media is, TV news programs are still the single most popular source of news, being the primary choice of 34% of respondents,” Corbett said.

“That being said, traditional news and entertainment outlets need to stay attuned to the changing preferences of media consumers if they want to continue being seeing as relevant and retain trust.”

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus