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Australian Multi-Screen Report Q4, 2016

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Australian Multi-Screen Report Q4, 2016 AUSTRALIAN MULTI-SCREEN REPORT QUARTER 04 2016 Australian viewing trends across multiple screens ver its history, the Australian Multi-Screen More screens The TV set is not just ‘Longer tail’ viewing Report has documented take-up of new consumer technologies and evolving viewing • Australian homes now have an average of for TV any more is rising Obehaviour. Australians are voracious consumers of 6.4 screens each, the majority of which are broadcast TV and other video, and as of the fourth internet capable. More devices create more • Because television sets can now be used for • Approximately 2.5 to 3 per cent of all broadcast quarter of 2016 had a dizzying array of options by opportunities to view – not least because any many purposes in addition to watching TV, TV viewing is either time-shifted between 8 and which to do so. Many of these were in their infancy connected device can also be used like a PVR ‘other TV screen use’ is rising, particularly in the 28 days of original broadcast, or takes place when the report was first published (in Q1 2012, to watch catch up TV or live-stream video. evenings: in Q4 2016 other TV screen use was on connected devices (OzTAM VPM data). This covering the five quarters Q4 2010–Q4 2011). just under 31 hours per Australian per month viewing is on top of OzTAM and Regional TAM across the day, with almost half of that in prime Consolidated 7 viewing data. Together, growing content, platform and screen time. choice have caused a gradual shift in how consumers A little less TV apportion their viewing across devices and, This means 28 per cent of the time people now The graphic on the following page illustrates accordingly, the time they spend with each of them. • Even though people are spreading their spend with their TV sets goes to something the collective influence of new digital As the number of hours in the day is constant, viewing across multiple devices, TV remains other than watching live TV or playing back technologies, channel and platform choices consumers are spreading their available viewing time by far the most-watched screen: across the broadcast TV channel content within 28 days on audience behaviour over the past six across multiple screens and platforms. population, viewing of broadcast TV (free-to- – and partially explains why Australians on years. While viewing patterns are changing, air and subscription channels) watched live average now watch 31 fewer minutes of live and broadcast TV watched on in-home TV sets This fifth anniversary Multi-Screen Report issue or played back within 28 days on in-home TV playback TV per day than they did in Q4 2010. still accounts for most video consumption. begins by overviewing device penetration rates and sets accounts for an average 81 hours and 18 viewing patterns since Q4 2010, which was the first minutes (81:18) per Australian per month, or The non-broadcast activities comprising ‘other quarter of data included. 2:39 each day. TV screen use’ include gaming; viewing TV network catch up services; watching DVDs; While there is much discussion about television’s playing back recorded broadcast material place in today’s screen mix, several trends are clear: beyond 28 days; internet browsing; streaming music; watching video on platforms such as YouTube, Facebook or Vimeo; and watching over-the-top internet-delivered video services. AUSTRALIAN MULTI-SCREEN REPORT QUARTER 4 2016 // © 2017 REGIONAL TAM, OZTAM, NIELSEN. ALL RIGHTS RESERVED. 3 DEVICE PENETRATION AND TIME SPENT WATCHING VIDEO: 2010-2016 DEVICE TIME SPENT VIEWING DEVICE TIME SPENT VIEWING PENETRATION () (HH:MM)DAY PENETRATION () (HH:MM)DAY 100 100 3:10 DEVICE 3:10 TIME SPENT VIEWING PENETRATION () (HH:MM)DAY 100 3:00 3:00 3:10 80 80 INTERNET INTERNET 3:00 2:39 CONNECTION CONNECTION 2:39 STEADY AT 80% STEADY AT 80% 80 WATCHING TV WATCHING TV INTERNET IN THE HOME IN THE HOME CONNECTION 2:39 STEADY AT 80% 60 60 2:00 2:00 WATCHING TV IN THE HOME 60 2:00 ALL TV DTT ALL TV DTT HOME HOME 40 40 WATCHING WATCHING PLAYBACK SMARTPHONE SMARTPHONE PLAYBACK ALL TV DTT WITHIN 7 DAYS WITHIN 7 DAYS HOME 1:00 PVR 1:00 PVR 53 1:00 40 53 1:00 WATCHINGmin min OTHER TV SMARTPHONE OTHER TV PLAYBACK SCREEN USE WITHIN 7 DAYS SCREEN USE 20 1:00 20 PVR INTERNET 53 1:00 INTERNET CAPABLE TV min 9 4 1 5 6 1 23 WATCHING ANY VIDEO CAPABLE TV 9 4 1 5 6 1 23 WATCHINGOTHER ANY TV VIDEO min min min min min min min ON A PC/LAPTOP^ min min min min min min min ONSCREEN A PC/LAPTOP^ USE 20 1 1 TABLET min TABLETINTERNET min WATCHING PLAYBACK TV* CAPABLE TV 9 4 1 5 6 1 23 WATCHINGWATCHING ANY PLAYBACK VIDEO TV* min min min min min min min ON A PC/LAPTOP^ WATCHING ANY VIDEO 0 WATCHING ANY VIDEO 00:00 0 1 ON A SMARTPHONE TABLET min ON A SMARTPHONE 00:00 WATCHING PLAYBACK TV* WATCHING ANY VIDEO Q4 Q4 Q4 WATCHING ANY VIDEOQ4 Q4 Q4 Q4 ON A TABLET Q4 Q4 Q4 Q4 Q4 Q4 Q4 WATCHING ANYON VIDEO A TABLET 0 2010 2011 2012 201300:00 2014 2015 2016 2010 2011 2012 2013 2014 2015 2016 ON A SMARTPHONE WATCHING ANY VIDEO Q4 Q4 Q4 Q4 Q4 Q4 Q4 ON A TABLET Introduction Analogue TV 2010 2011 2012 2013 2014 Internet2015 capable 2016 SVOD services Introduction Internet capable Analogue TV SVODof ipadservices in TVs introduced switch o launch of ipad in TVs introduced switch o Australialaunch in Australia Dec 2013 Mar 2014-Mar 2015 Australia in Australia Dec 2013 Mar 2014-MarMay 2010 2015 Q1 2011 (Presto, Stan, Netflix) May 2010 Q1 2011 (Presto, Stan, Netflix) Introduction Internet capable Analogue TV SVOD services of ipad in TVs introduced switch o launch Australia in Australia Dec 2013 Mar 2014-Mar 2015 Please see explanatory notes onMay next 2010 page Q1 2011 (Presto, Stan, Netflix) AUSTRALIAN MULTI-SCREEN REPORT QUARTER 4 2016 // © 2017 REGIONAL TAM, OZTAM, NIELSEN. ALL RIGHTS RESERVED. 5 Notes: For consistency with tables 1-4, time spent viewing For details on the different datasets please see watching any video on a PC/Laptop in Q4 2012 and figures The Q4 2010 TV data cited in the inaugural Multi-Screen TV and viewing video on smartphones and tablets ‘Understanding the data sources,’ below. from this date moving forward should not be compared with Report (Q4 2011) was per viewer rather than per person for are per person, and per viewer for PC/laptops. historical data. consistency with the online data. TV data was restated to the Restating TV, smartphone and tablet figures to be ^Watching any video on PC/Laptop. The market level more generally understood and used per person TV metric per viewer would give a higher figure for daily time total time and audience for Nielsen Online Ratings – *Watching Playback TV in the home - Q4 2010-15: within 7 from the Q1 2012 report onwards, and all TV figures in the spent watching TV in the home and video on tablets Hybrid Streaming was understated between January days; Q4 2016: within 28 days. Watching TV in Q4 2010-2015 above infographic are per person. and smartphones. Similarly, restating PC/laptop 2015 and June 2016 due to the Nielsen meter is Consolidated 7 ‘what watched’; Q4 2016 is Consolidated viewing to be per person would see average daily not capturing all instances of tags from panelists 28 ‘when watched’. Please note the differing bases when time spent viewing online video fall. The per person/ watching YouTube and Vevo videos on updated comparing, as explained in the Appendix and Explanatory viewer differences for Q4 2016 are illustrated in the versions of browsers. This was corrected as of July Notes. graphic ‘Video viewing: average time spent per 2016 data so the July 2016 figure is included as month’ on page 14. a proxy for Q4 2015. There was a trend break for UNDERSTANDING THE DATA SOURCES MULTI-SCREEN REPORT DATA SOURCES: APPROACH AND SCOPE The Multi-Screen Report draws on Australia’s OzTAM’s Video Player Measurement (VPM) TAM VPM Hybrid Streaming ACCR best available data sources to estimate devices reporting service is census, rather than panel, based. in homes and time spent viewing TV and other This means whenever a person plays content on a How Technology Technology Technology Self-reported video on various screens. The data sets differ connected device via a participating broadcaster’s measured behaviour however and to fully appreciate the picture video player, OzTAM captures it – whatever those they create, it’s important to understand their devices are and wherever they are located. respective bases, methodologies and scope. Who Representative All devices playing Tagged data and metered panel Survey of online Nielsen Online Ratings - Hybrid Streaming, from measured sample of participating data among active online users population 18+ OzTAM and Regional TAM’s in-home which ‘watching video on the internet’ figures are homes / broadcasters’ aged 2+ television audience measurement (TAM) derived, is sourced from the Nielsen Online Ratings individual people; online content panels estimate the time Australians across panel. Online video is measured using both tagged estimates are age groups spend viewing broadcast television and metered panel based data from home and per head across the population (free-to-air and subscription channels) on work panels. This hybrid methodology enables the in OzTAM and in-home TV sets each month. From Q2 2017 extrapolation of total market metrics.
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