New research shows 80% of Australians are aware of catch-up TV

New research from The Media Precinct has shown how much Australians are relying on catch-up TV.

The announcement:

Australian consumers are catching on to Catch-Up TV in record numbers, with new findings revealing the take up of Smart TV’s and devices like Apple TV and Chromecast, are revolutionising the way viewers watch content.

The research by The Media Precinct shows Catch-Up TV or broadcast video on demand is gaining in popularity and the audience is very engaged and attentive to advertising.

The key findings of the research from a poll of 2,000 people include:

● Almost 80% of respondents knew what Catch-Up TV was

● Catch-Up TV is widely consumed with friends and family, with 73% saying they watch with others

● The TV on the wall remains the most popular device for viewing at 55%, compared to 45% for mobile and desktop

● 54% say because there are less advertisements on Catch-Up TV, they are likely to watch them more closely

● Being able to watch favourite shows when they want (43%) and watching at times suited to their daily routine (23%) were the key reason for choosing Catch-Up TV

● While Catch-Up TV is popular, only 13% say they exclusively watch it, showing traditional TV remains popular.

The research showed the 7pm to 11pm slot remained a key period for Catch-Up TV services, with more than 40% of people nominating these times as their preferred opportunity to watch a favourite show, drama or sport.

“We are seeing much higher penetration from Catch-Up TV, due in large part to the internet connected smart TVs and devices that come pre-programmed with all the Catch-Up TV apps ready to go,” The Media Precinct’s Digital Planning Director, Sam Kerr, said.

“The simplicity of the apps and ease of use has seen a real uptake and as a result the big screen in the house is changing but is still a clear favourite.

“The networks are now looking at ways to evolve their Catch-Up TV offerings over and above the current on-demand programming model, to more of a Netflix style proposition, with incentives like exclusive programming and full season drops.

“Millennials and the segments of Gen Z are the big drivers of this uptake so; media companies and advertisers need to think about how they can leverage Catch-Up TV and tailor specific content and messages to this growing audience.”

The Media Precinct’s Head of Trading, Lee Davis, says the consistent growth of Catch-Up TV cannot be ignored and must be considered part of the marketing mix for advertisers as television advertising enters the digital age.

“Catch-Up TV allows advertisers to deliver relevant ads to a highly engaged audience.

“Because Catch-Up TV viewers have chosen what to watch and when, they are highly engaged and more receptive to advertising in contrast to the cluttered ad environment of traditional TV.

“Catch-Up TV is often consumed by more than one person when watching via connected/SMART TV in the evening, so there is a bigger opportunity to reach more people on the biggest screen in the house through Catch-Up TV.

“Overlaying location and time-based targeting with interchangeable messaging can be extremely effective, ensuring advertisers are connecting with the right audience, at the right time, with the right message, greatly improving the cost efficiency of Catch-Up TV.

“In comparison to traditional TV, there is a much lower point of entry for advertisers on Catch-Up TV who wish to align their brand with premium content such as Masterchef, The Project, Insight and The Handmaid’s Tale.

“The consistent year-on-year growth of Catch-Up TV, combined with the technological advancements in location and audience-based targeting makes Catch-Up TV very hard to ignore in the marketing mix.

“Catch-Up TV isn’t replacing traditional television opportunities just yet but when consumption patterns are changing this rapidly, it simply cannot be ignored.”

Catch-Up television is a platform where users can watch TV programs from free to air networks and Foxtel via an internet connection, at a time and place that suits them best, through Connected /SMART TVs, desktop computers, laptops, mobile and tablet devices.

The growth of video on demand and Catch-Up services reflects consumer appetite for these services. The Media Precinct poll found 7 out of 10 people currently watch Catch-Up TV and anticipate watching again in the future.

When asked what the most popular programs viewed in Catch-Up TV are, Lee Davis was quick to respond: “Our research shows that popular dramas like The Handmaid’s Tale along with news, sports and documentaries are all popular as are blockbuster reality shows like Masterchef, The Voice and The

Source: The Media Precinct media release


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