The opening rounds of the AFL and NRL seasons saw time spent per person consuming online sports content double in March to 74 minutes on average a month, up from 35 minutes in February, according to Ipsos iris, Australia’s new digital audience measurement currency endorsed by the IAB Australia.
In the sports category, more than 12.4 million people used a sports website or app last month and the total audience grew by 4.3% over February.
Sports brands’ ranking during March 2023 by online audience size
Major news events such as the NSW election, opening rounds of the NRL and AFL seasons and Oscars buzz saw more than 20 million (20.3 million) people use a news website or app during the month of March. Australians spent more than 5.5 hours during March consuming online news content.
The News category includes audience and time spent online on both general news and broader news content including weather, sport, lifestyle, entertainment, and business news.
Men spent 25% more time consuming news content than women in March, while people aged 65+ spent the most time consuming news content at 9.5 hours for the month, closely followed by 55-64 year olds who spent almost nine hours consuming news.
News brands’ ranking during March 2023 by online audience size
Ipsos iris, which officially launched in March, provides accurate data about the 21 million Australians aged 14+ who access a wide variety of digital content and services across smartphone, PC/laptop and tablet devices.
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