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 MORE SCREENS, MORE CHOICE, MORE DIVERSE VIEWING ACTIVITY: Q2 2017 AUSTRALIAN VIDEO VIEWING REPORT Mnday, 30 Octber 2017 The Q2 (April-June) 2017 Australian Vide Viewing Reprt frm Reginal TAM, OzTAM and Nielsen cnfirms the nging trend whereby peple increasingly take advantage f the nearly infinite chice in vide cntent and means f accessing it. New technlgies and prtable cnnected devices dramatically expand viewing pprtunities and encurage the spreading behaviur acrss varius platfrms and screens that the reprt has been dcumenting fr several years. While chice cntributes t the prgressive and gradual decline in time spent watching live and time-shifted televisin, mst Australians yung and ld still watch bradcast TV. Acrss the ppulatin, Australians spend an average f 2 hurs and 41 minutes each day watching free-t-air and/r subscriptin channels n in-hme TV sets. That s just 37 fewer minutes per day than six years ag (in Q2 2011), despite the range f new ptins. This editin f the Australian Vide Viewing Reprt includes a Sptlight n the ppulatin characteristics f Australia s five mainland capital cities, fr insight int hw and why TV cnsumptin patterns differ between these markets. BROADCAST TV VIEWING ON TV SETS 1 20.01 millin Australians (84.2 per cent f the ppulatin in peple metered markets) watch bradcast TV (free-t-air and subscriptin channels) n in-hme TV sets each week. Reach is strng amng all age grups. Fr example, acrss the day tw thirds (66.1 per cent) f 18-24 year-lds wh are relatively light viewers cmpared t ther age grups watched bradcast TV weekly in Q2 2017. Australians watch an average f 81 hurs and 25 minutes (81:25) f bradcast TV n in-hme TV sets per persn each mnth: 88.9 per cent (72:21) was watched live-t-air. 9.1 per cent (7:25) was played back within seven days. 2.0 per cent (1:39) was time-shifted between eight and 28 days f the riginal bradcast. 2017 Reginal TAM, OzTAM, Nielsen. All rights reserved Page 1 f 6
As televisin sets becme increasingly smart and multi-functinal, they can be used fr many purpses in additin t watching live r playing back bradcast TV ( ther TV screen use ). In Q2 2017 ther TV screen use accunted fr spent 28 per cent f Australians time with their sets (31:38 per mnth in Q2 2017). In prime time the prprtin was 25 per cent (14:25). Even with extensive platfrm, cntent and device chice, Australians watch 2:41 f live and playback TV n in-hme TV sets each day just 37 fewer minutes per day than they did six years ag (Q2 2011). BROADCAST TV VIEWING ON CONNECTED DEVICES 2 Australians played, n average, 306 millin minutes f bradcasters nline cntent weekly n cnnected devices in Q2 2017: 233 millin minutes, n average, was catch up (r n demand) viewing 73 millin minutes, n average, was live viewing The amunt f bradcasters nline TV cntent viewed cntinues t grw: verall, between 1 and 2 per cent f all bradcast TV cntent viewed each week is internetdelivered. ONLINE VIDEO VIEWING ON COMPUTERS, SMARTPHONES AND TABLETS 3 Australians aged 18+ nw spend n average 20:30 per mnth watching nline vide n a desktp, laptp, smartphne r tablet. Peple aged 25-34 watch the mst vide in aggregate n cnnected devices (29:06 per mnth) while peple aged 65+ watch the least (4:45). 25-34 year-lds are the heaviest viewers n smartphnes (10:54 per mnth), while 18-24s watch the mst n desktps/laptps (10:41). Acrss the adult ppulatin, peple n average spend 5:45 per mnth watching streamed vide n tablets. SPOTLIGHT 4 As successive issues f this reprt and its predecessr, the Australian Multi-Screen Reprt, have shwn, many factrs impact viewing behaviur, including the number f TV sets and ther devices in the hme; access t new and mbile technlgies; cntent and platfrm chice; age, gender, husehld size and life stage; and emplyment status and incme levels. All f these variables cntribute t viewing activity in individual markets and influence time spent watching TV particularly in the evenings, when peple generally have the mst time and ptins t d s. In this issue we lk at the ppulatin characteristics f Australia s five mainland capital cities relative t ne anther fr insight int hw and why TV cnsumptin patterns differ. 2017 Reginal TAM, OzTAM, Nielsen. All rights reserved Page 2 f 6
Highlights include: Brisbane While its age skew is level with the five-city average Brisbane has the secnd highest prprtin f students. Husehlds tend t be smaller (with just ne r tw peple) but are mre likely t have multiple TV sets. Althugh bradcast TV viewing in prime time is n par with the five-city average, Brisbane has the secnd highest level f time-shifted viewing, its warm and sunny climate enticing peple utside. Sydney Still Australia s largest city, Sydney has the highest prprtin f husehlds with fur r mre peple living there yet nly ne TV set: that means peple are mre likely t be sharing access t the TV. Sydney als has a greater prprtin f hmes earning mre than $90,000 annually than ther cities (jbs keep peple utside the hme fr a substantial part f the day; mre dispsable incme keeps them ut during leisure hurs.) Sydneysiders are mre inclined t time shift, and devte mre time with their TV sets t ther TV screen use, than the five-city average. This alng with relatively high incme levels, yung ppulatin skew and fewer TV sets per husehld cntribute t Sydney s lwer than average prime time viewing levels. Melburne Melburne has the highest prprtin f students acrss the five cities, mre hmes with multiple TV sets (thugh prprtinally similar t the five-city average) and the secnd highest prpensity t view bradcast TV in prime time. Despite the highest PVR penetratin, Melburne viewers have the highest share f live TV viewing levels f any city, a lwer than average prpensity t time-shift and the lwest share f ther TV screen use. Adelaide Reflecting its greater prprtin f retirees, Adelaide has the ldest prfile, highest prprtin f single persn husehlds, and the lwest incme levels. With the highest prprtin f hmes with three r mre TV sets, and in line with its peple aged 40+ skew, Adelaide has the highest prime time TV viewing levels f the five cities. 2017 Reginal TAM, OzTAM, Nielsen. All rights reserved Page 3 f 6
Perth With the highest level f emplyed peple and prprtin f peple under age 40, Perth viewers watch relatively less prime time bradcast TV than the five-city average. Perth viewers are the secnd least likely amng the metrs t time shift and have a greater share f ther TV screen use than Australians in ther cities. OzTAM CEO Dug Peiffer said: The Q2 2017 Australian Vide Viewing Reprt paints a nuanced picture f the many factrs that cllectively influence screening behaviur. As the data surces that infrm ur reprt becme richer and mre detailed, it s clear that the crss-screen activity we ve been dcumenting fr several years is nt due t any ne develpment, rather, the cmbinatin f device, platfrm and cntent chice alng with life stage, incme and emplyment levels. And let s nt frget weather, which als cntributes t the relative viewing levels and seasnal fluctuatins in all five cities. Craig Jhnsn, Reginal Managing Directr, Media, Nielsen, said: Mst Australians acrss all age brackets still have the TV screen at the cre f their vide viewing habits. Hwever high value demgraphic segments, such as the 18-49 year ld grup, are verall cnsuming mre vide cntent than ever befre when we take int accunt their high engagement with vide acrss varius screen sizes. Reginal TAM Chairman and General Manager, Prime Televisin, Tny Hgarth said: This latest editin f the Australian Vide Viewing Reprt cntinues t prvide the market with a cmplete picture f vide cntent cnsumptin acrss platfrms and devices. With all the viewing ptins available t cnsumers, bradcast televisin viewing n in-hme televisin sets reaches ver 20 millin Australians (84 per cent) each week. Reginal Australians in particular spend 87 hurs and 42 minutes watching bradcast televisin n average each mnth, which is mre than 6 hurs abve the natinal average. ADDITIONAL FINDINGS: Q2 (APRIL-JUNE) 2017 5 : On average, Australian hmes have 6.6 screens each (6.4 in Q2 2016). 59% f hmes have PVRs; 17% have tw r mre (n change n Q2 2016). 41% f hmes have internet-capable TVs, whether cnnected r nt (Q2 2016: 36%). Within thse hmes, 69% f internet-capable TVs are cnnected, equating t 28% acrss all TV husehlds. 50% f hmes have tablets (49% in Q2 2016). 82% f husehlds have ne r mre smartphnes (81% in Q2 2016). 98% f Australian televisin hmes can access digital terrestrial televisin (DTT) channels n every husehld TV set. 97% can receive high definitin (HD) DTT bradcasts n all TV sets in the hme. Husehld internet penetratin is stable at 80%. 2017 Reginal TAM, OzTAM, Nielsen. All rights reserved Page 4 f 6
Surces: Reginal TAM, OzTAM, Nielsen. The full reprt is available upn request. Abut The Australian Vide Viewing Reprt The Australian Vide Viewing Reprt is the cuntry s nly natinal research int trends in vide viewing in Australian hmes acrss televisin, cmputers and mbile devices drawing n the best available measurement surces. It cmbines data frm the OzTAM and Reginal TAM televisin ratings panels; Nielsen Digital Cntent Ratings; and OzTAM s Vide Player Measurement (VPM) data. 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 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, advertising planning and t gauge the perfrmance f televisin prgrams, netwrks and advertising campaigns. OzTAM s Vide Player Measurement (VPM) reprting service prvides Australia s first fficial figures fr viewing f internet-delivered TV cntent. 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 1 Time spent watching bradcast TV in the hme is frm cmbined OzTAM Metr and Reginal TAM databases with verlap hmes de-duplicated. Average time spent viewing 2am-2am (0200-2600) per persn, whether r nt they watch TV, within metered markets. Includes free-t-air and subscriptin televisin channels. Reach is average 1-minute weekly cumulative. Playback is when watched. Fractinal minutes have been runded. 2 OzTAM Vide Player Measurement (VPM). All participating bradcasters nline cntent played t cnnected devices. 3 Time spent watching any nline vide n cmputer, tablet and smartphne is frm Nielsen Digital Cntent Ratings (DCR) fr peple 18+ amng the ttal Australian ppulatin. Data fr Q2 2017 is fr the mnths f May and June nly due t data availability in the quarter. Online vide refers t streaming vide and excludes dwnladed cntent as well as adult and advertising cntent. 2017 Reginal TAM, OzTAM, Nielsen. All rights reserved Page 5 f 6
4 OzTAM. 2017 metr Universe Estimates. Five-city metr Ttal TV viewing: Cnslidated 7 (2010-15) and Cnslidated 28 (2015-16). Husehld incme infrmatin is self-reprted and cllected directly frm panel hmes. As a result sme unknwn values exist fr hmes unable r unwilling t prvide incme details. 5 Estimates fr internet cnnectin, smartphne in hme, tablet husehld penetratin and internet capable TV in hme are frm OzTAM Metr and Reginal TAM quarterly Establishment Surveys (ES). Based n mbile and landline CATI ES. Internet cnnectin and tablet penetratin based n rlling fur-quarter averages t stabilise mnth-t-mnth trends. Estimate fr internet-capable TV in hme refers t the capability t be internet cnnected, whether cnnected r nt. Smartphne estimates are percentage f hmes with at least ne smartphne. 2017 Reginal TAM, OzTAM, Nielsen. All rights reserved Page 6 f 6