This is not the death of free-to-air TV
The future of free-to-air TV isn’t six-feet-under, it’s right where it’s always been – on top. As long as broadcasters commit to offering quality content on-demand to capture the competitive Gen Zs, says David Taylor, in this guest post.
Over-the-top services such as Netflix, Stan and Apple TV have cemented their place in the future of Australian entertainment; however, contrary to popular belief this growth has not caused the demise of free-to-air TV channels. Channels will survive, and thrive, if we nurture them.
Australians don’t take control of the TV remote until they are 24 years old and this has a significant effect on the volume of second screen viewing by the 16 to 24 age group.
Australians become financially independent and leave home at an average age of 23, according to the survey conducted by Australia’s largest life insurer TAL.
This is supported by the 2015 stats from the ABS (Australian Bureau of Statistics), who inform us that 53% of Australians aged between 18 to 24 are still living with their parents, whereas 83% of those aged 25 to 34 have left home.
Very convincing read, and despite them stats being as convincing as they are, cum hoc ergo propter hoc – correlation is not a causation. Just like how the apparent rise of svod or digital players does not fully equate to a demise of TV.
Interesting point about the P1624 in the Multi-Screen Report.
Here’s one to think about. The first Multi-Screen Report was for Q4 2011. That is nearly five years ago. Those 16-24s are now 21-29. That is, the majority are now in the 25-29 cohort and comprise about a third of them.
Sure 16-24s watch fewer hours than five or six years ago, due to the plethora of choice, but as they grow older their viewing increases as life starts to get in the way. I’m also sure that the 25-39s will be less than previous generations. I’m also sure that they will watch more when they move into the 40-54 cohort and so on.
It’s obvious free-to-air will die.
Once you’ve got used to watching movies WITHOUT annoying ads, you will never go back.
Then there’s the problem of most people learning the trick of recording and fast forwarding through the ads, not to mention the TV hosts that actually encourage people to hop onto Facebook and twitter during ad breaks to make comments about contestants on talent shows etc – I bet the advertisers are impressed, when people are being encouraged to go elsewhere during those long tedious old fashioned ad break!
Where are these movies without ads and for how long will they be ad-free? Facebook and twitter have ads. Ad budgets now have to encompass more outlets.
I don’t own a television as I see no need to. The quality of programming on free to air does not justify it. My attention span watching TV is about 3 to 5 minutes then I get very, very bored.
I hold no fascination watching some idiot cook either. I know bogans are fascinated by seeing themselves on “Reality” TV. Much like when you hold a mirror up to an animal in a zoo, they are mesmerised by their own image.
As for pay TV, I don’t like the idea of directly paying to watch something, let alone put money into Murdoch’s empire.
When I go online, my ad-blockers are turned up on maximum so I get no ads there either. I don’t mind free loading.
My primary source of news and music is ABC radio.
If television closed down tomorrow, I wouldn’t notice or give a stuff, such is the state of that medium.