Australian homes have more screens, channel and platform choices than ever before. These choices deliver greater opportunities to watch television and other video, and together affect the time consumers spend with various devices.
These are the findings from the Regional TAM, OzTAM and Nielsen Q3 (July-September) 2016 Australian Multi-Screen Report, which show people continue to spread their viewing across seemingly infinite options within a finite number of available hours each day.
Other trends from the report include:
‘Traditional’ television viewing remains dominant
20.19 million Australians, or 86% of the population in people metered markets, watch at least some broadcast TV (free-to-air and subscription channels) on in-home sets weekly.
Connected screens in the home continues to rise, while the number of TVs has fallen slightly
The average Australian home now has 4.5 connected screens in addition to their TV sets, up from 3.9 four years ago. The number of TV sets per home is fractionally lower today at 1.8.
The way Australians use their TV sets is changing, most noticeably in prime time
The TV screen can also be used for many activities in addition to watching TV, therefore the proportion of time people spend using their TV sets for other purposes is growing.
‘Longer tail’ viewing is growing
While the majority of TV material played back through the TV set happens within the first seven days, 1.7% of all broadcast TV watched on in-home sets in any four-week period is time-shifted between eight and 28 days later. In prime time the proportion of 8-28 day playback is 1.6%.
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; Nielsen Online Ratings and Nielsen’s Australian Connected Consumers report; and OzTAM’s Video Player Measurement (VPM) Report.