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Free-to-air television still gets the biggest share of viewing, according to OzTAM's Streamscape report for the September quarter of 2025.
Australians continue to consume free TV more than any other platform, however, it has dropped slightly, with a 59.8% total TV share reported for the quarter, down from 61.5% since the March quarter.
Streaming continues to produce consistent audiences with platforms Netflix, Disney+, Amazon Prime Video and YouTube driving a steady 30.9% of total TV.
Australians favour Netflix, which leads in streaming minutes viewed, reaching 21.3% of Australians.
While YouTube has increased to 20.5%, largely due to the 18-39 male demographic, whose share increased to 24.1%.
For men aged between 18-39, digital video accounts for more than half of their video consumption.
Broadcast video on demand (BVOD) which includes ABC iView, 7plus, 9Now, 10 and SBS On Demand brings in the lowest audience share, but has increased to 9.3% from 8.4% since the March quarter.
Women are consuming more of their content through BVOD 17.7%, than any other age group.
The figures show that Australians aged 25-54s consume broadcast TV at 46.1% and total streaming (Digital Video + BVOD) at 53.9% more equally.
OzTAM CEO, Karen Halligan, said the data provides advertisers and marketers with greater insight into where their audiences are, improving measurement and planning capabilities.
“As Australians continue to explore more ways to watch, Streamscape provides a unified view of where attention goes and how that changes over time,” said Halligan.
“The growing depth of demographic detail allows advertisers and media partners to plan and measure with far greater insight and we look forward to this continuing as this evolving product continues to mature.”
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