Traditional TV use dips slightly but still dominates

Rachael Micallef
By Rachael Micallef | 4 December 2015

Traditional TV use has dipped slightly in Australia as screens turn video into an “any time, anywhere” medium, but broadcast TV still remains the dominant viewing option, according to OzTam and Nielsen's Q3 Australian multi-screen report.

It found that broadcast television viewed on in-home TV sets reached 87.7% of Australians in any single week of the quarter, down slightly from last quarter's result on 88%.

On average Australians watched 90 hours ad 42 minutes of broadcast television per month, down six hours and 16 minutes per month year on year.

OzTam CEO Doug Peiffer said the change reflects the way Australians are spreading their viewing across multiple screen options.

“More choice is leading Australians to spread their viewing across content and platform options,” Peiffer said.

“While this means they spend a little less time each month watching ‘traditional’ TV, broadcast television reach remains high: most Australians, younger and older alike, watch linear television each week.”

The report found that 12.2% of all viewing, or 12 hours and 38 minutes per month, is on screens other than TV sets which includes network catch-up and streaming sites, YouTube, Vimeo and Facebook.

While 87.85% of viewing in done on in-home TV sets, 7.5% is online, 2.7% is on smartphones and 2% is on tablets.

In addition, it found that 91.5% of broadcast TV viewing is live, with playback of broadcast content through a TV set per month comprising 8.5% or six hours and 45 minutes.

Head of Nielsen’s Reach Solutions, Southeast Asia, North Asia and Pacific, Craig Johnson said: “The TV set remains at the core of video consumption and we don’t see that changing any time soon.

“What is changing rapidly though is the expansion of screen time and screen types as Australians get comfortable with viewing video content on mobile devices, any time, anywhere. There’s never been as much of a need for a complete view of the consumer’s media consumption as there is today.”

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