Video runs the show when it comes to time spent on digital entertainment, according to Deloitte’s latest annual Media and Entertainment Consumer Insights report based on a survey of 2,000.
Australians consume an average of 27 hours and 10 minutes of video each week across free-to-air, streaming services and online platforms – more than half the total digital entertainment diet.
The means of access and preferred platforms vary by generation but the love of this format extends across all ages, ranging from 23 hours 15 minutes per week for Millennials to 32 hours 20 minutes for Boomers (excluding social media video).
"It’s not easy to win a share of this time as we regularly switch devices, transition between general social media consumption and dedicated video consumption, and move from lean-back live experiences to heavily curated on-demand feeds," says the report
"The growth of digital video has given consumers near limitless choice in how and where they source entertainment. It has also blurred the line between longerform, studio-produced episodic content and bite-sized, usergenerated, social-oriented content.
"Still, free-to-air content continues to play a vital role in Australians’ viewing habits as the leading source of video consumption, accounting for 12 hours 20 minutes per week. This comprises 9 hours 55 minutes of live content (broadcast and streaming, the preferred ways to watch free-to-air) and 2 hours 25 minutes of on-demand and catch-up.
"Taking a generational view, these consumption behaviours are increasingly divergent. Live content still reigns supreme across all generations, but Gen Z value having control of their own schedule with a more even split (3 hours 55 minutes live, 2 hours 40 minutes on-demand).
"While audiences have been educated to value the flexibility of on-demand content, there’s a clear opportunity for free-to-air (and other) players to redesign the live digital consumption experience.
"This could see their apps bring the best of both worlds across all devices, blending lean-back style of linear broadcast with the flexibility and personalisation of digital navigation."
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