Australians love to explore streaming content – but get impatient easily
Australians are most likely to seek out trending shows when they don’t know what to watch. However, research shows they are also easily frustrated when they don’t find it within a few minutes.
A global report by Samsung Ads found that six in ten Australians (61%) who use streaming services discover content via the ‘Trending Now’ row, benchmarked against a 41% global figure.
They are also more likely to revisit their favourite shows, with 35% of Australians opting into the “Watch Again” row for recommendations.
However, Australians are also the second most likely to get impatient when they can’t settle down with something to watch, right after the UK. 37% of them will get frustrated after just a few minutes (i.e. after 5 minutes), and 30% will after some time (i.e. after 10 minutes).
Australians have made a habit of going to their favourite streaming services (28%) or browsing several services (19%) when they don’t know what to watch, the highest of all markets.
Over the next 12 months, Australia expects the biggest viewership growth in SVOD (44%) and the lowest growth in cable and broadcast TV channels (both 21%).
Alex Spurzem, general manager of Samsung Ads Australia, said of the report: “Australia has become a streaming-first nation and it’s clear that the appetite for ads is growing.
“However, what this report highlights is that Aussies ultimately gravitate towards great content no matter the format. If TV is just TV in the eyes of viewers, marketers have a huge untapped opportunity to reach streaming audiences as part of their total TV mix.”
The research was conducted in partnership with research company Verve.
Methodology: 3460 TV owners in the UK (867), Spain (891), Germany (860) and Australia (850) were surveyed in May 2023. Respondents were targeted through an external access panel and invited to participate in a 10-minute survey, on the basis they were a smart TV owner. Ages ranged from 18-64, with a fair distribution of gender and TV ownership (Samsung TVs and non-Samsung TVs).
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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