Top 10 digital owners in Australia reach over 50% of population, says Nielsen

According to IAB Australia-endorsed data, Australian audiences are exposed to over 4,000 digital media owners, however, the top 10 media owners reach over half of the Australian population each month.

According to Nielsen Digital Content Ratings, 2020 was a boom year for digital content consumption with digitally active Australians engaging with a diverse range of content on platforms, communities, sites and apps across screens, this resulted in an increase to their digital time spent of 19% on the year prior.

Nielsen Digital Content Planning is a digital media planning tool which leverages respondent-level data across computer, smartphone and tablet devices. It complements and extends upon the audience ranking and profiling capabilities of Nielsen Digital Content Ratings (DCR).

A wide range of content and services are represented in the list of top 20 digital media owners (parents) identified by Nielsen including platforms, communities, news organisations, retailers, financial services, government and entertainment providers each reaching over nine million Australians a month.

Digital content consumption measured by Nielsen covers mobile and computer devices, with 60% of adult Australians’ online time spent on smartphone, 16% on tablet and 23% on a computer. In addition, viewing content on a connected TV has increased significantly throughout 2020: 7.3 million Australians access internet content on a connected TV daily, up 26% year-on-year.


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