VIEWING PATTERNS BROADEN IN Q2 2015: AUSTRALIAN MULTI-SCREEN REPORT Cntact: Margaret Fearn Jackie Helliker Fearnace Media Nielsen T: + 1 508 369 7189 T: + 61 (0) 403 074 864 E: margaret@fearnacemedia.cm E: jackie.helliker@nielsen.cm The latest Australian Multi-Screen Reprt frm Reginal TAM, OzTAM and Nielsen, and cvering the secnd quarter f calendar 2015 shws Australians viewing behaviur cntinues t evlve amid the unprecedented chice peple have in bth the range f available vide cntent and means f accessing it. Trends evident in earlier editins f the reprt cntinued in Q2 2015 and include: The majrity f viewing is t bradcast televisin (free-t-air and subscriptin channels) watched n in-hme TV sets: Each mnth 22.193 millin Australians watch bradcast TV. Each week bradcast TV reaches 88 per cent f Australians. Each day Australians watch an average f just under 3 hurs f bradcast TV. Overall, Australians spend the bulk f their screen time with their TV sets: On average 3.8 millin Australians (16.5 per cent) are using their TV set fr any purpse in any ne minute acrss the day (2am 2am); On average 2.9 millin Australians (12.6 per cent) are using their TV set t watch bradcast televisin in any ne minute (2am 2am); On average 7.9 millin Australians (34.3 per cent) are using their TV set fr any purpse between 6pm and midnight, when TV use peaks. Within this ttal TV screen use mix: Other TV screen use is grwing, with an increasing prprtin f the time Australians spend with their TV sets ging t purpses ther than watching live r playback TV bradcasts within seven days. In Q2 2015 such ther screen use rse by an average 2 hurs and 24 minutes (2:24) year-n-year t 28:42 per mnth. This grwth fllws take-up f new technlgies and services including internetcapable TVs; devices attached t the TV set (e.g., PVRs/DVRs and games cnsles); and ver-the-tp streaming vide and ther cntent services. One activity within this ther use bucket is viewing TV cntent between 8 and 28 days after the riginal bradcast (OzTAM and Reginal TAM Cnslidated data nly include playback within seven days, s d nt capture 8-28 day viewing). 2015 Reginal TAM, OzTAM, Nielsen. All rights reserved Page 1 f 7
Australians spent an average 1:17 in each 28-day perid during Q2 2015 viewing 8-28 day cntent, which accunted fr 1.52 per cent f all TV viewing time acrss the day. This is slightly higher than the 1:10 / 1.38 per cent share seen in Q1 2015. The way peple use their TV sets t watch bradcast televisin cntinues t change: In each f the past five years the prprtin f time Australians spend watching live-t-air televisin has drpped gradually. In Q2 2015 Australians spent an average 90:53 each mnth viewing live televisin (97:03 a year earlier). Peple have been watching mre time-shifted TV that is bradcast TV played back thrugh the televisin at a later time. Playback viewing within seven days f bradcast was 8:11 in Q2 2015 (up frm 7:58 a year earlier). Live TV dminates, with 91 per cent (82:42) f all bradcast TV viewed n TV sets in Q2 2015 watched live-t-air. Australians viewing f vide n cnnected mbile devices is grwing: Acrss the ppulatin 12 per cent f all vide viewing takes place n screens ther than the TV. This vide includes televisin cntent viewed n bradcasters catch-up and streaming sites and apps as well as nn-bradcast cntent. Thugh peple under age 35 in particular are using internet-cnnected mbile devices t watch any vide, all age grups spend the majrity f their vide viewing time watching bradcast TV n in-hme TV sets. 2015 Reginal TAM, OzTAM, Nielsen. All rights reserved Page 2 f 7
2015 Reginal TAM, OzTAM, Nielsen. All rights reserved Page 3 f 7
TECHNOLOGY IN AUSTRALIAN HOMES Smartphnes are ubiquitus: 75 per cent f Australians aged 16+ nw wn ne, cmpared t 71 per cent a year ag. Tablets are in an estimated 47 per cent f hmes, which is steady n the past three quarters (42 per cent a year earlier). Reasns fr slwing tablet take-up may include the lnger tablet lifecycle (peple upgrade them less ften than they d their phnes); increased sharing; adptin f larger-screen smartphnes, r phablets ; and laptp innvatins such as hybrid tuchscreen mdels. An estimated 30 per cent f hmes have internet-capable TVs (whether cnnected t the internet r nt), up frm 27 per cent in Q2 2014. Husehld persnal vide recrder (PVR) penetratin has levelled ff at 57 per cent. All Australian TV husehlds can receive digital terrestrial bradcast (DTT) channels; 96 per cent have cnverted every wrking husehld TV set t digital. Husehld internet penetratin has been steady fr the past ten quarters at 80 per cent. 2015 Reginal TAM, OzTAM, Nielsen. All rights reserved Page 4 f 7
Craig Jhnsn, Head f Nielsen s Reach Slutins, Sutheast Asia, Nrth Asia and Pacific said: The cntinuing march f technlgy take-up cntinues t give Australian cnsumers mre ways t view cntent. 100 per cent f TV hmes receive digital terrestrial televisin (DTT) and 96 per cent can d s n every wrking TV set in the huse; 57 per cent f husehlds have a PVR and nw the rise f the secnd PVR t 16 per cent, with tablet and smartphne wnership cntinuing t increase. With all this Australians are still watching 82 hurs and 42 minutes a mnth f live TV, shwing the unique psitin the televisin set still has in husehlds tday. Reginal TAM Chair and NBN Televisin CEO Debrah Wright said: The Australian Multi- Screen Reprt again delivers a cmprehensive verview f hw Australians are cnsuming bradcast televisin and ther vide. This reprt highlights that bradcast televisin cntinues t dminate and lking at reginal viewers specifically, they are spending mre than 100 hurs each mnth n average watching televisin, which is higher than the natinal average. OzTAM CEO Dug Peiffer said: It s fascinating t see hw Australians are spreading their TV cnsumptin acrss varius platfrms and devices. Thugh live TV watched thrugh the TV set still accunts fr the vast majrity f viewing, peple are increasingly taking cntrl. There is mre time-shifted viewing, including 8-28 day playback (which isn t reprted in Cnslidated ratings); peple are using n-demand services including bradcasters catch-up and streaming apps and services, alng with ther vide; and there is mre binge viewing. Tgether such activities are taking a few minutes each day away frm live TV viewing. We will cntinue t mnitr this prgressive change. SUMMARY OF KEY FINDINGS: Q2 (APRIL JUNE) 2015: Australians watch n average 90 hurs and 53 minutes (90:53) f bradcast TV n traditinal televisin sets per mnth 1 (year-n-year dwn 6:10 per mnth). 91% f all bradcast TV viewing is live (82:42) with playback f bradcast cntent thrugh the TV set within seven days f riginal bradcast cmprising 9% (8:11 per mnth, up 13 minutes/mnth YOY). 22.193 millin Australians watch bradcast televisin each mnth, with average weekly reach at 88% f the ppulatin. 100% f Australian televisin hmes can access digital terrestrial televisin (DTT) channels. 96% can d s n every wrking husehld TV set. 57% f hmes have PVRs; 16% have tw r mre (Q2 2014: 55%; 14%). 30% f hmes have internet-capable TVs, whether cnnected r nt (Q2 2014: 27%). 47% f hmes have tablets (level since Q4 2014, and up frm 42% in Q2 2014). 75% f Australians aged 16+ wn a smartphne (71% in Q2 2014). 1 OzTAM and Reginal TAM. All peple figures. 2am-2am. 2015 Reginal TAM, OzTAM, Nielsen. All rights reserved Page 5 f 7
Husehld internet penetratin is stable at 80%. Australians spend n average 37:31 per mnth nline 2 (39:27 in Q2 2014). 13.711 millin Australians watch sme vide n the internet each mnth (including bradcast TV and nn-bradcast cntent): an average f 7:32 per mnth (dwn 36 minutes frm 8:08 a year ag). Such viewing is highest amng peple aged 18-24 (14:58 per mnth) 3. 88% f all vide viewing 4 acrss all screens, and including bradcast and nnbradcast cntent is n the traditinal TV set 5 : 90:53 per mnth n the TV set (88%) 7:32 per mnth nline via PCs/laptps (7.3%) 2:47 per mnth n smartphnes (2.7%) 6 2:03 per mnth n tablets (2%) 7 Surces: Reginal TAM, OzTAM, Nielsen. The full reprt is available upn request. Abut The Australian Multi-Screen Reprt The Australian Multi-Screen Reprt, released quarterly, is the first and nly natinal research int trends in vide viewing in Australian hmes acrss televisin, cmputers and mbile devices. It cmbines data frm the three best available research surces: the OzTAM and Reginal TAM televisin ratings panels and Nielsen s natinal NetView panel, Cnsumer & Media View database and Australian Cnnected Cnsumers reprt. Abut Reginal TAM Reginal TAM Pty Limited is a jint venture cmprising the five free-t-air (FTA) reginal cmmercial netwrks NBN Limited, Prime Televisin Pty Ltd, Seven Queensland, Suthern Crss Austere, and WIN Crpratin Pty Ltd. Cllected and marketed by Nielsen Televisin Audience Measurement, Reginal TAM data is the fficial televisin audience measurement (TAM) f FTA and Subscriptin Televisin viewing in the five east cast aggregated reginal markets, including its 19 cmpnent sub-markets, and the Reginal Western Australian market. Reginal TAM televisin ratings infrmatin is designed t be an independent, reliable and transparent audience measurement system that prvides the currency by which televisin is bught, sld and evaluated. The audience data is used by a range f parties such as televisin netwrks, advertisers, media buyers and prgram suppliers t aid them t understand viewer behaviur, and in assessing prgram r netwrk perfrmance. Mre at http://www.reginaltam.cm.au Abut OzTAM OzTAM is Australia s fficial surce f televisin audience measurement (TAM) cvering the five metrplitan markets (Sydney, Melburne, Brisbane, Adelaide and Perth) and natinally fr subscriptin televisin. OzTAM ratings are the accepted metric by which Australian televisin is evaluated. The media industry uses OzTAM data t assist in prgram develpment, 2 Nielsen Online Ratings. Ppl 2+. 3 Nielsen Online Ratings Hybrid Streaming (frmerly VideCensus) ppl 2+. Please nte March 2014 cnstituted a trend break fr all key audience metrics frm Nielsen Online Ratings Hybrid, with the remval f inactive panellists. 4 Time spent viewing via the cnventinal TV includes bradcast cntent nly; vide viewing n PC, tablets and smartphnes ( ther devices ) can include bth bradcast and nn-bradcast cntent. 5 TV viewing: OzTAM/Reginal TAM, all peple, Q2 2015, 2am-2am. Smartphnes/tablets: ppl 16+, selfreprted, Q4 2014. Internet: ppl 2+, Q2 2015, Nielsen Online Ratings. 6 Nielsen Australian Cnnected Cnsumers reprt 2015. 7 Nielsen Australian Cnnected Cnsumers reprt 2015. 2015 Reginal TAM, OzTAM, Nielsen. All rights reserved Page 6 f 7
advertising planning and t gauge the perfrmance f televisin prgrams, netwrks and advertising campaigns. Mre at: www.ztam.cm.au Abut Nielsen Nielsen N.V. (NYSE: NLSN) is a glbal perfrmance management cmpany that prvides a cmprehensive understanding f what cnsumers Watch and Buy. Nielsen s Watch segment prvides media and advertising clients with Ttal Audience measurement services acrss all devices where cntent vide, audi and text is cnsumed. The Buy segment ffers cnsumer packaged gds manufacturers and retailers the industry s nly glbal view f retail perfrmance measurement. By integrating infrmatin frm its Watch and Buy segments and ther data surces, Nielsen prvides its clients with bth wrld-class measurement as well as analytics that help imprve perfrmance. Nielsen, an S&P 500 cmpany, has peratins in ver 100 cuntries that cver mre than 90 per cent f the wrld s ppulatin. Fr mre infrmatin, visit www.nielsen.cm 2015 Reginal TAM, OzTAM, Nielsen. All rights reserved Page 7 f 7