Australians are reshaping their relationship with media’: Deloitte study questions relevance of ‘prime time’
Deloitte has released its yearly study on media consumption in Australia, which questions the idea of ‘prime time’ viewing in a modern media landscape
According to the Deloitte Media and Entertainment Consumer insights 2024 study, a poll of “a nationally representative sample of 2,000 consumers, aged 16–90, weighted for demographics such as age, gender, location and working status”, consuming media is the first thing most Australians do in the morning.
“Many of us engage with multiple forms of media at once – raising the question, what is ‘prime time’ in this day and age?,” Deloitte asks.
According to the study, 82% of Gen Z and 78% of Millennials “engage with media to start their day”, most commonly through social media.
66% of Boomers also turn to the media in the morning, however radio is the most dominate format for that age range, with 30% of them switching on the radio as soon as they wake.
Consumers are more likely to engage with media over breakfast than lunch or dinner, with 78% consuming media with their cornflakes, although screens dominate all meals – only 27% of Australians choose to eat dinner without screens.
Commuters are also engaging with media, with 83% of us imbibing content during our trips, 60% of commuters choosing audio over other forms. 67% of Gen Z employees and 67% of Millennials consume content at work, also, most often audio.
Put simply: consuming media as an around-the-clock pursuit. More than 81% of us engage with it just before we sleep, with 29% choosing to watch TV in bed.
We have consumed slightly less media over the past year, however, with the above graph showing the trends for the various formats (green represents 2024: white bars are 2023).
As the report explains: “Australians are reshaping their relationship with media. Our weekly consumption has fallen, driven by falling video consumption across multiple categories.
“Could this downward trend be reflective of media supply, and the impact of last year’s Hollywood strikes, or are we more actively reducing the time we spend watching short and long-form content?”
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