King of Screens: Rise in Devices Attached to TV Reinforces its Position as Household Main Screen

King of Screens: Rise in Devices Attached to TV Reinforces its Position as Household Main Screen

Australians are watching more television on in-home TV sets year-on-year and continue to adopt new screen technologies, according to the latest Australian Multi-Screen Report, which covers the second quarter of calendar 2014.
Total use of the television screen has also risen over the past year, reflecting the progressive take-up of new devices attached to the TV set (e.g. games consoles, PVRs and OTT services), and of televisions with the potential to connect to the internet.
Live and playback viewing have been steady for the past two years, with other screen use rising – that is, when people use their TV screens for purposes such as gaming; viewing over-the-top (OTT) internet-delivered services; internet browsing; or watching playback material (programming they have recorded using a device such as a PVR) beyond seven days from original broadcast.
Interestingly such secondary TV screen usage has not come at the expense of live or playback viewing in the past year. Rather, more people are in front of the TV set, and increasing their use of it – reinforcing the big screen’s position as the household main screen.
OzTAM CEO Doug Peiffer said: “The Multi-Screen Report shows Australian viewing habits are changing gradually rather than dramatically. Secondary use of the TV set is bringing more people in front of the TV, increasing the overall amount of time spent with the big screen and reinforcing its place as the household ‘main screen’. And even as connected devices increase the range of viewing options, Australians of all ages still spend the majority of their screen time watching live broadcast television on in-home TV sets.”
Nielsen’s Senior Vice President, Cross Platform Audience Measurement, Erica Boyd said: “Our research at Nielsen shows that Australians are consuming more video content than ever before. More content across a number of sized screens and across various digital and native channels. Consumers want to view content anywhere, anytime on the device they want. This is creating a huge opportunity for broadcasters. The highest quality content will be king in this environment.”
Snapshot of TV Viewing and Technology Penetration in Australian Homes
  • In Q2 2014 Australians across the population watched an average of 97 hours and 3 minutes (97:03) per month of broadcast television (both free-to-air and subscription channels) on their in-home TV sets – up 26 minutes per month YOY. This equates to a little over 3 hours per Australian per day and has been consistent over the past decade.
  • 91.8 percent of all in-home TV viewing in the quarter was live and 8.2 per cent was viewed in playback – that is, when viewers watch broadcast TV material they have recorded within seven days of original broadcast using a device such as a PVR or DVR.
  • Internet-capable televisions (i.e., ‘smart’ or ‘hybrid’ TVs, whether connected or not) are now in 27 per cent of homes, steady on Q1 2014 and up from 22 per cent a year ago.
  • Following the switch-off of analogue free-to-air television broadcasts, 100 per cent of Australian television homes can receive digital terrestrial television (DTT). 94 per cent of television homes can receive free-to-air digital TV channels on every working TV set in the home. Six percent have secondary televisions which although unable to receive free-to-air channels may be used for gaming, playing DVDs or as a computer monitor.
  • Although viewing of television and other video varies by age group, all major age groups spend the majority of their screen time watching broadcast TV on in-home sets.

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About The Australian Multi-Screen Report
The Australian Multi-Screen Report, released quarterly, is the first and only national research into trends in video viewing in Australian homes across television, computers and mobile devices. It combines data from the three best available research sources: the OzTAM and Regional TAM television ratings panels and Nielsen’s national NetView panel, Consumer & Media View database and Australian Connected Consumers Report.