Australians still spend a lot of time watching television, however the march of technology take-up continues to give Australian consumers more control of what they view, according to the latest Australian Multi-Screen report
The report, for Q2 2015, found that Australians still watch on average 90 hours and 53 (90hr 53min) minutes of broadcast TV using traditional television sets per month, a drop of six hours and 10 minutes per month, year on year.
In addition 91% of all broadcast TV viewing is live (82hr 42min) with 22.193 million Australians watching broadcast TV each month, an an average weekly reach of 88% of the population.
However, playback viewing within seven days of broadcast is at eight hours 11 minutes, up from seven hours 58 minutes year on year. In addition, 12% of all video viewing takes place on screens other than TV which includes broadcaster’s catch-up and streaming sites and apps, as well as non-broadcast content.
The report found that 7.3% of viewing was on a PC or lap top (7hr 32min), 2.7% on smartphones (2hr 47min) and 2% on tablet (2hr 03min).
OzTam CEO Doug Peiffer said the results show that more consumers are taking the front foot on what they want to watch.
“It’s fascinating to see how Australians are spreading their TV consumption across various platforms and devices,” Peiffer said.
“Though live TV watched through the TV set still accounts for the vast majority of viewing, people are increasingly taking control.
“Though live TV watched through the TV set still accounts for the vast majority of viewing, people are increasingly taking control. There is more time-shifted viewing, including eight to 28 day playback (which isn’t reported in consolidated ratings); people are using on-demand services including broadcasters’ catch-up and streaming apps and services, along with other video; and there is more ‘binge viewing’.
“Together such activities are taking a few minutes each day away from live TV viewing. We will continue to monitor this progressive change.”
The results are garnered using OzTAM and Regional TAM television ratings panels, as well as Nielsen’s national NetView panel, Consumer & Media View database and Australian Connected Consumers report.
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