Most TV viewers watch content live to air reveals Australian Multi-Screen Report

Nearly 92 per cent of broadcast TV viewed on television sets is still watched at the time of original broadcast, according to the latest Australian Multi-Screen Report which covers television viewer habits for the first quarter of the year.

The announcement:

The latest Australian Multi-Screen Report – from Regional TAM, OzTAM and Nielsen, and covering the first quarter of calendar 2015 – explores household take-up of new screen technologies and trends in how major age groups view broadcast television and other video across multiple screens.

It also presents new findings about Australians’ claimed use of and attitudes towards various screen types: the devices they prefer to use for different activities, and the extent to which they use more than one screen simultaneously (‘multi-screening’).

Among the key trends:

• Television is still dominant.

All age groups spend the majority of their viewing time watching broadcast television on in-home TV sets: across the population and screen types 88.4 per cent of all viewing takes place on the TV set.

In Q1 2015 Australians watched an average 89 hours and 28 minutes (89:28) of broadcast television – free-to-air and subscription channels – on in-home television sets each month (down from 93:16 in Q1 2014).

The average weekly reach however for Australian broadcast television was little changed on the same quarter of 2014 and 2013, at 88−89 per cent of the population. 22.158 million Australians watched broadcast television each month during Q1 2015.

• The way people use their television sets is changing.

The proportion of time spent viewing live television has dropped gradually in each of the past five years, while playback viewing through the TV set within seven days of original broadcast continues to rise. Even so, 91.6 per cent of all broadcast TV viewed on television sets is still watched at the time of original broadcast (live-to-air).

Meanwhile an increasing proportion of the time people spend with the TV now goes to activities other than watching broadcast television. This other TV screen use follows the take-up of internet-capable or ‘smart’ TVs – now in nearly one third of homes –along with growth in viewing of TV content between 8 and 28 days from original (live) broadcast.

For example, in the four-week period 22 February – 21 March 2015 this 8-28 day playback viewing (which does not appear in the playback figures within OzTAM and Regional TAM Consolidated data) accounted for 1.66 per cent of all TV viewing time across the day (up from 1.06 per cent in the same four-week period a year ago).

• Australians’ use of connected mobile devices to watch video is growing but remains relatively small.

Across the population as a whole watching video is not the primary activity Australians undertake on their mobile screens. 11.6 per cent of all video viewing – both broadcast and non-broadcast content – happens on screens other than the TV: Viewing habits are evolving though, with people under age 35 in particular increasingly using internet-connected devices to watch video.

Source: Multi-Screen Report media release


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