More than half of Aussie internet users say they’ve ditched TV
The proportion of Australian internet users who say they watch little to no linear broadcast television has increased by almost one-third since 2021.
Consumer research conducted by Ampere Analysis, probing the content consumption habits of 54,000 people aged between 18 to 64 in 28 markets worldwide, found a drift of small screen viewers.
In Australia, 55% of respondents say they have switched off, up 28% between quarter one of 2021 and quarter one this year.
That’s higher than the global average.
But the proportion of Australians who say they watch a high volume of video on demand content has surged by 15% to some 62% of internet users, the study found.
Half of respondents report watching four hours or more of streaming television in a typical day.
“At first glance, the decline in linear TV viewing looks to be a worrying trend for broadcasters as their traditional audience begins to drift away,” Minal Modha, research director at Ampere Analysis, said.
“However, as the increased engagement with broadcast-led video services shows, if the linear channels can continue to adapt and provide a strong over-the-top offering for audiences switching from scheduled TV channels, they have an opportunity to retain them, albeit on a different medium.”
The proportion of Aussies watching television content digitally is higher than the global average.
Across the markets surveyed, broadcaster digital video services have grown their engagement by more than a quarter in the past three years.
Modha said it’s “far too early” to write off linear TV.
In fact, the stability of low-level viewing numbers – deemed to be two hours or less of viewing per day – suggests that many people still tune in for key events.
Sports, major reality television franchises, and exclusive drama series are the biggest drawcards.
“These content pillars should remain a key part of acquisition and commissioning strategies for linear broadcasters,” Modha said.
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