Total TV, including free-to-air broadcast and BVOD, retained a majority 60.4% share of viewing on TV sets in the June quarter, according to OzTAM's Streamscape data.
Digital video services, such as such as Netflix, Disney+, Prime Video and YouTube, made up the remaining 39.6%.
YouTube accounted for 11.3% of total video viewing on TV sets, up 0.9 percentage points on the previous quarter, with growth across all major demographic groups.
Viewing habits vary significantly by age. Among Australians aged 18 to 39, digital video represented 60.7% of viewing on TV sets. Among the key advertising demographic of people aged 25 to 54, viewing was almost evenly split, with Total TV at 50.1% and digital video at 49.9%.
Karen Halligan, CEO of OzTAM, said the data reinforced the enduring strength of Total TV while highlighting how viewing behaviours continued to evolve across platforms, services and audiences.
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