2018 WHERE ARE the AUDIENCES Report

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WHERE ARE THE AUDIENCES?

Full Report – Maori Introduction

New Zealand On Air’s (NZ On Air) two yearly “Where Are The Audiences?” study is an important input in understanding how to reach New Zealanders overall and harder to reach audiences in particular.

• This report summarises the results from NZ On Air’s 2018 “Where Are The Audiences?” study based on Maori. − It compares the 2016 and 2018 results among Maori, as well as comparing to the 2018 results among all New Zealanders.

Glasshouse Consulting May 2018 | SLIDE 2 Research Approach - Overview

• The first priority in the design and conduct of the 2018 study was to ensure valid and robust comparisons could be made to previous studies. Therefore the overall approach, timing of the study, sampling and respondent definition, question flow and most wording, and post-weighting factors were kept consistent with the 2014 and 2016 studies.

• This included asking respondents about their behaviour “yesterday” within specific time periods between 6am and midnight. This technique enables the creation of accurate, survey based measures of actual behaviour by grounding responses in behaviour that is fresh in respondents’ minds and within specific parts of an actual day.

• For the NZ On Air main study a total sample of n=1,414 was developed among all New Zealanders aged 15 and over, with representative samples created for each day of the week (n=200 per day) so that results can be extrapolated to a “typical” day. This sample included a sub-sample of n= 181 Maori.

• In order to boost the robustness of the analysis based on Maori alone and enable more detailed and reliable analysis of subgroups within Maori, a separate booster sample of n=270 Maori was commissioned. This sample was developed via online interviewing using the Research Now/SSI research panel. This booster sample has been combined with the Maori respondents from the main study.

• This report is based on n = 451 Maori who were included in the main study and booster sample.

• The total sample from the main study has a maximum margin for error of +/-2.6%, and the sample of Maori has a maximum margin for error of +/-4.6%.

Glasshouse Consulting May 2018 | SLIDE 3 Research Approach

• As in 2014 and 2016, a mixed methodology of telephone and online interviewing was used to conduct the main NZ On Air study.

• N=1,002 interviews were completed by telephone using random digit dialling, and n=412 interviews were completed online using Consumer Link’s Flybuys research panel. − This included regional sample stratification, and minimum quotas for males, 15-24 year olds and ethnicity.

• The online interviews for the main study were conducted among consumers without access to a home landline. − The 2013 Census showed that 15% of people live in homes without a landline, however this incidence will have undoubtedly grown since 2013. Nielsen CMI data was used to estimate the 2018 incidence at 35% (it was estimated as 25% in 2016). › In 2013 Nielsen CMI estimated non-landline penetration at 25% (compared to 15% in the Census). In 2016 Nielsen estimated this incidence at 45%. Given the previous over-estimate compared to the 2013 Census result, we factored the 2018 estimate down to 35%.

• The online interviews for the booster sample were conducted among all Maori with and without landlines.

• All interviewing was conducted between April 16 and May 13. Fieldwork was conducted at the same time of year as the 2016 study, and timed for after the Commonwealth Games which could have abnormally influenced audience behaviour during that two week period.

• Respondents were defined as all New Zealanders and all Maori aged 15 and over.

• The samples from the main study and the booster sample have been combined and then post-weighted as per the 2013 Census by age and gender to ensure it was representative of the 15+ NZ Maori population; − Note that these age weights are significantly different to the total NZ 15+ population due to the much younger profile of the total Maori population compared to the general population.

Glasshouse Consulting May 2018 | SLIDE 4 Research Scope

• The study investigated the media consumed “yesterday”, for how long, and which channels, stations and sites were used. These questions measured the daily behaviour of the main broadcast, print, online and music media. The bulk of this report examines daily audience behaviour.

• The study also captures the weekly reach of all media, including less frequently used media not covered by the daily measures, so as to provide a single point of comparison of all media included in this study. The first chart in the Summary section examines this overall comparison of all media based on weekly reach.

• Two key aspects were not included in this study or previous studies; − Device used to consume media. (Ownership and access to devices was collected.) − Simultaneous media consumption.

• Apart from changes to specific channels, sites and stations to ensure accuracy, other changes were made to the survey since 2016 to reflect the changing media landscape. These included; − Measuring podcast consumption for the first time. − Removal of specific questions relating to webseries as these are now measured as a type of online video (see next point) − Measuring types of video watched online on sites such as YouTube and Facebook

• The results in this study will not exactly match data from sources such as TV ratings, radio surveys, or online analytics as the methodologies are different. However this study does provide a unique, single source comparison across all media.

Glasshouse Consulting May 2018 | SLIDE 5 Market Context

• When examining changes since 2016 it is useful to note the main developments that have taken place during the intervening two years, and also the developments that preceded 2016.

• This information gives insight in to the stimulus for changes in audience behaviour and also the rate of change in audience behaviour.

Developments 2014 -2016 Developments 2016-2018 PUTs declines PUTS declines NZ launch of Netflix, Lightbox, Neon, NZ On Screen Closure of FOUR, TVNZ Kidzone, The Zone Launch of TVNZ Duke, The Zone, Jones!, Discovery Turbo, Garage Launch of Bravo, HGTV, Viceland, Jones! Too

Restrictions put in place on VPN use after broadcasters challenged Closure of Igloo “Global Mode” services from ISPs Launch of Apple Music Launch of FreeviewPlus, Chromecast Launch of NZME’s Watchme

Glasshouse Consulting May 2018 | SLIDE 6 OVERALL SUMMARY

Weekly Reach Daily Reach Most popular channels, sites and stations Weekly reach is the benchmark for all media covered in this study. Linear TV continues to attract the biggest weekly audience among Maori just ahead of online video, with radio and SVOD slightly below these. The biggest audience growth since 2016 has been the size of audiences watching Ondemand and SVOD each week, particularly NZ based SVOD services.

WEEKLY REACH OF ALL MEDIA | % OF ALL NZERS 2018 Maori 86% 52% 2016 Maori Total (net) Linear TV 85% Overseas SVOD (e.g. Netflix, Hulu 24% 2018 All 15+ 82% 32% Online video (Eg. 80% 43% 73% Magazine (including online) 44% YouTube, Facebook) 72% 45% 78% 38% Live New Zealand Radio 70% Listen to music on Spotify 25% 78% 32% 70% 31% Total (net) SVOD 39% Online NZ radio 25% Apart from this 62% 18% opening chart and 70% 24% following summary TV (via Pay TV platform) Not measured in 2016 68% Listen to podcasts this report mainly 52% 21% 66% 18% examines daily Newspaper (including online) 68% Online international radio 15% media 67% 9% consumption. 65% Streamed, downloaded, torrented 14% Ondemand 16% However the 46% TV shows 44% 8% consumption of 65% Look for extra material online 12% NZ SVOD (e.g. Netflix, Lightbox) 8% some media must 31% about a TV show 48% 6% be measured on a 63% Downloaded songs/albums for 10% weekly basis due to Listen to music on Youtube 12% 60% free less frequent usage. 46% 5% 61% 8% Therefore weekly TV (via FTA platform) 46% Listen to iHeartRadio 7% 9% reach provides the 54% best comparison of 53% Used VPN to watch shows on 7% Music (CDs, iPod, vinyl) 10% all media measured 47% overseas website 47% 5% in this study.

Q We’d like you now to think about what you do over a typical week. Please tell me about how many days per week you would usually do each of the following.

Base: All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414) Glasshouse Consulting May 2018 | SLIDE 8 The majority of this report examines the behaviour of New Zealand audiences on a daily basis. The chart below summarises the daily reach of the main media Maori engage with. DAILY REACH OF ALL MEDIA | % OF ALL NZERS

2018 Maori 63% Total (net) Linear TV 70% 2016 Maori 66% 2018 All 15+ 62% Online video (Eg. YouTube, Facebook) 53% 52% 52% Total (net) SVOD 27% 37% 48% Live New Zealand Radio 54% 55% 47% Music online/streamed (Eg. YouTube, Spotify) 41% 39% Linear TV and online video both 45% attract slightly more than six in TV (via Pay TV platform) 53% 39% ten Maori each day. 42% NZ SVOD (Eg. Netflix, Lightbox) 18% This similar audience size follows 30% 39% a decline in linear TV and an NZ Ondemand 25% 19% increase in the online video 35% Newspaper (including online) 38% audience since 2016. 41% SVOD, particularly NZ SVOD 34% TV (via FTA platform) 26% 37% services, show the biggest 34% growth in audience since 2016, Music (iPod, CDs) 30% 20% overtaking the audience listening 31% Overseas SVOD (Eg. Netflix, Hulu) 19% to radio each day. 16% 17% Listening to streamed music and Magazine (including online) 13% 19% watching Ondemand also show 13% Online NZ radio 8% strong growth, while radio 9% 8% listening and TV viewing via SKY Listened to a podcast Not measured in 2016 7% TV have fallen. 7% Online international radio 4% 4% Note: TV viewing includes live & time shifted viewing, in and out of home.

BASE: All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414) Glasshouse Consulting May 2018 | SLIDE 9 Watching video on Youtube or Facebook attract the biggest audiences to a single channel, site or station. TVNZ 1 is the most popular TV channel, narrowly ahead of a fast growing NZ based Netflix. Listening to music on Youtube is now more popular than watching TV2 or Three. MOST POPULAR CHANNELS, SITES & STATIONS (ABOVE 10% REACH ) | % OF ALL NZERS

2018 Maori 48% 2016 Maori YouTube (for online 14% 43% Maori TV 8% 2018 All 15+ video) 42% 3% Facebook (for online 39% 37% 13% video) 32% SKY Sport channels 13% 35% 10% TVNZ 1 32% 12% 43% Netflix from overseas 4% 33% Netflix in NZ 13% 5% 27% 12% 30% Stuff (for video) 8% YouTube (for music) 30% 12% 19% 11% 28% TVNZ 2 35% Prime 10% 20% 12% 26% 11% Note that Maori are Three 38% NZ Herald (for video) 4% typically heavier than average media 25% 11% 26% consumers as there are TVNZ Ondemand 17% significantly more 13% Four more channels, sites or stations channels, sites and 25% reach 10% of Maori each day: stations that deliver at Spotify 14% • Maori TV Ondemand least 10% reach among 23% • Three Ondemand Maori than do the same 15% • NZ On Screen among the wider NZ Mai FM 15% • The Edge population. 4%

Q Which of the following did you use yesterday?

Base: All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414) Glasshouse Consulting May 2018 | SLIDE 10 Similar to the wider NZ population the main factor influencing media consumption among Maori is age/life stage (Ie. the generation gap). Other factors are less influential and not consistent across all media.

• As per the wider New Zealand population there is a clear generation gap in terms of media consumption between younger and older Maori. Below the age of 40 online media such as online video, SVOD and Ondemand tends to dominate daily audiences, while older Maori tend to favour traditional media such as TV, radio, newspapers and magazines.

• However the generation gap is less clear cut and strong among Maori than among the wider New Zealand population. The age when it occurs varies between media but typically comes in to effect between the ages of 40 and 50. Therefore to best illustrate the generation gap the next chart summarises the daily behaviour of audiences aged under 40 and over 50.

• When examining this trend however it is important to remember that the overall age profile of Maori is very young (summarised below as per 2013 Census). − 44% aged under 20 − 70% aged under 40 − 18% aged 50 or over.

• Therefore the biggest audiences will typically be found by examining the behaviour of younger Maori. This profile also helps explain the finding that the biggest Maori audiences are to be found on online sites rather than TV channels.

Glasshouse Consulting May 2018 | SLIDE 11 DAILY MEDIA CONSUMPTION Linear TV and online video attract slightly more than six in ten Maori each day. This follows a decline in linear TV and increase in online video since 2016. SVOD, particularly NZ SVOD, shows the biggest growth since 2016, overtaking listening to the radio. Streaming music and Ondemand also show strong growth, while radio listening and SKY TV viewing TV have fallen. DAILY REACH OF ALL MEDIA | % OF ALL NZERS 2018 Maori Total (net) Linear TV 63% 70% 2016 Maori 66% 62% 2018 All 15+ Online video (Eg. YouTube, Facebook) 53% The biggest declines in audience 52% size are: 52% Total (net) SVOD 27% • Linear TV – down 10% 37% 48% › Mainly due to decline in Live New Zealand Radio 54% 55% pay TV platform viewing 47% Music online/streamed (Eg. YouTube, Spotify) 41% (down 15%) 39% 45% • Radio – down 11%. TV (via Pay TV platform) 53% 39% 42% The biggest increases are: NZ SVOD (Eg. Netflix, Lightbox) 18% 30% • Online video – up 17% 39% NZ Ondemand 25% • Total SVOD – up 93% 19% 35% › Mainly due to a 133% Newspaper (including online) 38% 41% increase in NZ SVOD 34% TV (via FTA platform) 26% services 37% • Music streaming – up 15% 34% Music (iPod, CDs) 30% • Ondemand – up 56% 20% 31% Overseas SVOD (Eg. Netflix, Hulu) 19% 16% Note that the rapid decline in 17% Magazine (including online) 13% listening to music on physical 19% 13% formats seen among New Online NZ radio 8% 9% Zealanders aged under 40 is not 8% Listened to a podcast Not measured in 2016 seen among Maori. 7% 7% Online international radio 4% 4% Note: TV viewing includes live & time shifted viewing, in and out of home. We’d like to ask you about the different types of entertainment you used yesterday. For each of the following types of entertainment, I’d like you to tell me if you did Q that activity for 5 minutes of more during the time period I read out. It doesn’t matter if you were also doing something else at the time.

Base: All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414) Glasshouse Consulting May 2018 | SLIDE 13 Online video draws the biggest audience of Maori before 6pm. After that time linear TV becomes the most popular. Radio is second most popular to start the day among Maori.

REACH OF MEDIA OVER THE DAY | % OF ALL NZERS

80%

70%

60%

50%

40%

30% Total Linear TV Live NZ Radio 20% Online video (YouTube, Facebook) Music streamed (YouTube, Spotify) 10% NZ Ondemand Newspaper (incl. online) 0% NZ SVOD 6am - 9am 9am - 6pm 6pm - 8.30 pm 8.30pm - 10.30pm - 10.30pm midnight

We’d like to ask you about the different types of entertainment you used yesterday. For each of the following types of entertainment, I’d like you to tell me if you did Q that activity for 5 minutes of more during the time period I read out. It doesn’t matter if you were also doing something else at the time.

Base: All respondents (2018 Maori – n=451) Glasshouse Consulting May 2018 | SLIDE 14 Among other media only music on physical formats and overseas SVOD attract more than 10% of Maori at any point in the day.

REACH OF MEDIA OVER THE DAY | % OF ALL NZERS

80%

70%

60%

50%

40%

30% Magazine (including online) Music (iPod, CDs) 20% Overseas SVOD Online NZ Radio 10% Online International Radio 0% Podcast 6am - 9am 9am - 6pm 6pm - 8.30 pm 8.30pm - 10.30pm - 10.30pm midnight

Base: All respondents (2018 Maori – n=451) Glasshouse Consulting May 2018 | SLIDE 15 Watching TV (over four hours per day among viewers), particularly via SKY TV, continues to attract the most time spent each day among Maori. However the time dedicated to SVOD is only narrowly behind TV among those who watch SVOD. As noted Maori are heavy media consumers and dedicate more time to all media (except radio) than the wider NZ population. TIME SPENT CONSUMING MEDIA | AVERAGE MINUTES PER DAY AMONG USERS OF EACH MEDIA 2018 Maori 255 Total (net) Linear TV 232 2016 Maori 226 2018 All 15+ 156 Online video (Eg. YouTube, Facebook) 94 100 248 Total (net) SVOD 199 184 169 Live New Zealand Radio 217 185 155 Music online/streamed (Eg. YouTube, Spotify) 108 143 229 TV (via pay TV platform) 218 223 184 NZ SVOD (Eg. Netflix, Lightbox) 174 150 158 NZ Ondemand 128 115 172 TV (via free to air platform) 178 169 142 Music (iPod, CDs) 153 97 Note: in this chart average Overseas SVOD (Eg. Netflix, Hulu) 119 162 total minutes are based on 141 people who engage with 121 Online NZ radio 107 each media (i.e. excludes 110 zero minutes). 93 Podcast Not measured in 2016 87 124 Media ranked in order of Online international radio 88 107 daily reach.

Q Between (TIME PERIOD) about how long did you (activity) for?

Base: All who used each media yesterday Glasshouse Consulting May 2018 | SLIDE 16 HOW DO AUDIENCES VARY ACROSS DIFFERENT MEDIA? Similar to the wider NZ population the main factor influencing media consumption among Maori is age/life stage (Ie. the generation gap). Other factors are less influential and not consistent across all media.

• Other factors influencing behaviour include region and socio-economic factors.

• Note there are very few gender differences in media consumption except in the audiences using Ondemand and newspapers.

Glasshouse Consulting May 2018 | SLIDE 18 The generation gap is the main differentiating influence on audience behaviour. Below 40 online media is significantly more popular, whereas above the age of 50 traditional media remains dominant.

DAILY REACH OF ALL THE MEDIA | % OF OLDER AND YOUNGER MAORI

15-39 53% 50+ Total (net) Linear TV 76%

78% Online video (Eg. YouTube, Facebook) 50%

67% • Among 15-39s, four or Total (net) SVOD 23% five in ten still watch TV or listen to the radio each 41% day, but online video, Live New Zealand Radio 59% SVOD, and music streaming have overtaken 62% both these traditional Music online/streamed (Eg. YouTube, Spotify) media. 20%

48% • Among 50+ year olds NZ Ondemand traditional media remains 22% dominant, although even among this audience one 25% Newspaper (including online) in two watch online video 55% each day. 14% Magazine (including online) 23% Note: TV viewing includes live & time shifted viewing, in and out of home. We’d like to ask you about the different types of entertainment you used yesterday. For each of the following types of entertainment, I’d like you to tell me if you did Q that activity for 5 minutes of more during the time period I read out. It doesn’t matter if you were also doing something else at the time.

Base: All respondents: (15-39 n=249; 50+ n=125) Glasshouse Consulting May 2018 | SLIDE 19 These tables summarise the profile of the main media consumed by Maori each day

MEDIA LESS LIKELY TO ENGAGE MORE LIKELY TO ENGAGE Linear TV • 15-34 year olds (51%) • 45+ year olds (77%) 63% daily reach overall − students (46%) − retirees (89%) • 4+ person homes (54%) − empty nesters (86%) • 1-2 person homes (73%) • Upper white collar workers (68%) • Lower white collar workers (71%) • Higher income earners (Earn $80k+ = 73%) Online video • 50+ year olds (38%) • Under 40 years old (78%) 62% daily reach overall − retirees (35%) − students (90%) − empty nesters (40%) − younger, no kids (78%) • 1-2 person homes (48%) • Aucklanders (71%) • Lower white collar workers (47%) • Home-makers (73%) • South Islanders (49%) • 3+ person homes (69%)

SVOD Overall • 45+ year olds (27%) • 15-34 year olds (69%) 52% daily reach overall − retirees (11%) − students (80%) − empty nesters (23%) − younger, no kids (64%) • Lower income earners (Up to $20k = 38%) • Aucklanders (59%) • 4+ person homes (63%)

Radio • Under 40 years old (41%) • 55+ year olds (60%) 48% daily reach overall − students (41%) − empty nesters (65%) • Unemployed (41%) • 1-2 person homes (58%) • Lower income earners (Up to $20k = 39%) • Lower white collar workers (64%)

Base: Glasshouse Consulting May 2018 | SLIDE 20 These tables summarise the profile of the main media consumed by Maori each day

MEDIA LESS LIKELY TO ENGAGE MORE LIKELY TO ENGAGE Music Streaming • 50+ year olds (20%) • Under 40 years old (62%) 47% daily reach overall − retirees (8%) − students (81%) − empty nesters (22%) − younger, no kids (58%) • 1-2 person homes (31%) • 3+ person homes (54%) • South Islanders (40%) • Home-makers (59%)

Ondemand • Males (34%) • Females (43%) 39% daily reach overall • 60+ year olds (20%) • Under 40 years old (48%) − retirees (17%) − younger, no kids (51%) − empty nesters (24%)

Newspaper • Females (32%) • Males (39%) 35% daily reach overall • Under 40 years old (25%) • 55+ year olds (60%) − students (28%) − retirees (68%) − younger, no kids (21%) − empty nester (49%) • Aucklanders (28%) • South Islanders (42%) • Home-makers (29%) • Upper white collar workers (42%) • Unemployed (24%) • Blue collar workers (29%) • Lower income earners (25% - up to $30k) Magazine • No significant trends • Retirees (40%) 17% daily reach overall • Empty nesters (24%)

Base: Glasshouse Consulting May 2018 | SLIDE 21 DAILY MEDIA CONSUMPTION BY CHANNEL, SITE & STATION The decline in reach of linear TV overall appears to be mainly driven by declines in the daily reach of TVNZ 2 and Three. The TVNZ 1 audience is stable while some channels, including Maori TV, show increased daily reach since 2016. Note there is a very long “tail” of channels that attract just 1-2% of Maori each day. DAILY REACH OF TV CHANNELS | % OF ALL NZERS 35% 6% 2018 Maori The Edge BBC Knowledge 2% 2016 Maori TVNZ 1 32% Not measured in 2016 43% 2% 2018 All 15+ 1% 28% 4% 2% TVNZ 2 35% History Channel 1% Animal Planet 2% 20% 2% 1% 26% 4% 2% Three 38% SKY Kids Channels 4% Discovery Turbo 2% 25% 2% 1% 14% 4% 2% Mãori TV 8% Crime & Investigation 3% Jones 3% 2% 1% SKY Sport 1, 2, 3, 4, 5 13% 3% 2% 13% Food TV Soho or ESPN 10% 2% 1% 11% 3% 2% Prime 10% E! 2% SKY News channels 1% 12% 2% 2% 7% 3% 2% Choice TV 6% National Geographic 2% Vibe 1% 5% 2% 1% 8% 3% 2% Bravo Not measured in 2016 The Box 8% Vice Not measured in 2016 3% 1% 6% 2% 1% Discovery 5% The Living Channel 4% Jones Too Not measured in 2016 3% 3% 1% 6% 2% 1% DUKE 4% UK TV 2% Travel Channel 4% 3% 6% 2% 5% SKY Movies channels 8% Comedy Central 3% Some other channel 7% 2% 1% 9%

Q Thinking about yesterday overall, which of the following TV channels did you watch?

Base: All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414) Glasshouse Consulting May 2018 | SLIDE 23 TV ads continue to be the most effective means of informing Maori of new TV shows. Word of mouth (friends and family, social media) are next most effective, while surfing through TV channels has declined in influence since 2016.

HOW PEOPLE BECOME AWARE OF NZ MADE TV SHOWS | % OF ALL NZERS 2018 Maori 2016 Maori 61% 2018 All 15+ TV ads for programmes 61% 62% 53% Friends and family 52% 47% 48% Social media like Facebook 55% 41% 38% Surfing through channels 53% 42% 28% TV sites such as TVNZ Ondemand and 3NOW 23% 25% 23% The onscreen programme guide / EPG 21% 28% 21% Newspapers & magazines like TV Guide 25% 29% 11% Websites other than social media and TV sites 19% 13% 2% Other source 4% 4% 7% Don't know 4% 6%

Q In which of the following ways do you usually become aware of New Zealand made TV shows?

Base: All Respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414) Glasshouse Consulting May 2018 | SLIDE 24 Matching the increase in daily reach of Ondemand overall, there has been consistent growth in daily audiences of all Ondemand sites. TVNZ Ondemand now reaches one in four Maori each day. Catching up remains the main reason for using Ondemand however there appears to have been growth in the audience who also use Ondemand as a source of content.

DAILY REACH OF NZ ONDEMAND SITES | % OF ALL NZERS WHY USED ONDEMAND YESTERDAY | % OF ALL ONDEMAND USERS

2018 Maori 2018 Maori 2016 Maori 2016 Maori 2018 All 15+ 2018 All 15+ 26% TVNZ Ondemand 17% 13% 48% Catch up with all or part of a show you 10% 62% Māori TV Ondemand Not measured in 2016 had missed on TV 2% 51% 10% 18% 7% Watch a show that you usually watch 3NOW/Three Ondemand 22% 5% online and not on TV 8% 32% SKY Ondemand/SKY Go 6% 4% 34% 5% Both 16% Prime Ondemand 1% 17% 1% Base: All NZ Ondemand users (2018 Maori – n=171; 2016 Maori - n=49; 2018 – n=269)

61% No significant trends indicate sub-groups within Maori Did not watch Ondemand 75% 81% overall which are more or less likely to use Ondemand as a source of content rather than catch up.

Thinking about yesterday overall, which of the following websites did you watch? Q Thinking about when you used TVNZ, 3NOW, Prime or SKY Ondemand yesterday, did you use it to…?

Base: All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414) Glasshouse Consulting May 2018 | SLIDE 25 The growth of the SVOD overall among Maori has been driven mainly by Netflix, particularly NZ based Netflix. However NZ On Screen, Lightbox and Neon all show increased daily audiences since 2016.

DAILY REACH OF SVOD SERVICES | % OF ALL NZERS 2018 Maori 2016 Maori 33% Netflix in NZ 13% 2018 All 15+ 30% 12% Netflix from overseas 4% 5% 10% NZ On Screen 2% 4% 6% Lightbox 2% 5% 3% Neon 2% 2% Amazon Prime Not measured in 2016 1% 2% Vodafone TV Not measured in 2016 1% 2% Hulu 2%

1% BBC iPlayer 1% 5% Another site 8% 4%

Thinking about yesterday overall, which of the following websites/services did you use to watch TV shows? Q New question in 2016.

Base: All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414) Glasshouse Consulting May 2018 | SLIDE 26 All online video sites show growth in daily audiences among Maori since 2016. Youtube and Facebook continue to be the most popular with these sites attracting nearly five in ten and four in ten respectively each day. DAILY REACH OF ONLINE VIDEO SITES| % OF ALL NZERS

2018 Maori 48% 2016 Maori YouTube or Vimeo 43% 2018 All 15+ 42% 39% Facebook 37% 32% 12% Stuff 8% 12% 11% NZ Herald 4% 11% 5% Buzzfeed 2% 2% 5% Radio NZ 2% 2% 3% The Wireless Not measured in 2016 1% 2% Vice Not measured in 2016 2% Watchme Not measured in 2016 1% Newsroom Not measured in 2016 1% 1% Spinoff Not measured in 2016 1% 1% Villainesse Not measured in 2016 4% Another site 6% 4%

Q Thinking about yesterday overall, which of the following websites did you use to watch video?

Base: All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414) Glasshouse Consulting May 2018 | SLIDE 27 Given the popularity of Youtube and Facebook among Maori it is perhaps not surprising that user generated clips are the most popular type of online video content over news content.

TYPES OF ONLINE VIDEO WATCHED| % OF NZERS WHO WATCH ONLINE VIDEO

2018 Maori 64% 2018 All 15+ Short clips made by other users of that site 68%

40% News content 45%

18% Webseries 15%

27% Live stream 15%

13% Interactive documentary 8%

13% Virtual reality or augmented reality content 5%

10% Other type 18%

New question in 2018. Q Which of the following types of video did you watch on these sites?

Base: All Who watch online video (2018 Maori – n=275; 2018 – n=736) Glasshouse Consulting May 2018 | SLIDE 28 Mai FM continues to attract the biggest daily audience among Maori, followed by The Edge and a fast growing Flava. As with TV channels there is a very long “tail” of stations that attract 1-2% of Maori each day. DAILY REACH OF ALL RADIO STATIONS | % OF ALL NZERS 2018 Maori 2016 Maori 15% 5% 2% 2018 All 15+ Mai FM 15% The Rock 5% BFM 4% 5%

10% 3% 1% The Edge 8% Sound 5% BASE FM 7% 4% 9% 3% Newstalk ZB 1% Flava 5% 1% Rhema 8% 2% 2% 7% 3% Magic Not measured in 2016 1% The Breeze 5% Rova 5% 1% 11% 3% Hauraki 3% 1% ZM 15% Life 6% 3% 0% 6% 3% 1% RNZ National 6% Radio Live 4% RNZ Concert 9% 2% 2% 6% 3% More FM 3% iHeartRadio 1% 1% 5% 3% Radio Sport 1% 1% 6% 2% Classic Hits/The Hits 11% George FM 2% 4% 1% Not measured in 2016 Q Thinking about yesterday overall what New Zealand radio stations did you listen to either on radio or online?

Base: All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414) Glasshouse Consulting May 2018 | SLIDE 29 While the daily audience listening to Spotify each day has grown significantly since 2016, Youtube remains the most popular site on which to listen to streamed music – attracting three in ten Maori each day.

DAILY REACH OF MUSIC SITES| % OF ALL NZERS 2018 Maori 2016 Maori 2018 All 15+ 30% YouTube or Vimeo 30% 19%

25% Spotify 14% 23%

8% Apple Music 6% 4%

6% Soundcloud 5% 2%

3% Amazon Music Unlimited Not measured in 2016

1% Another site 8% 3%

Thinking about yesterday overall, which of the following websites did you use to watch video? Q New question in 2016.

Base: All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414) Glasshouse Consulting May 2018 | SLIDE 30 MUSIC CONSUMPTION AND BEHAVIOUR Word of mouth from friends and family remains the most common means by which Maori learn of new music. The influence of radio has declined since 2016 and streaming services such as Youtube and Spotify are now equally influential.

SOURCES OF AWARENESS OF NEW MUSIC | % OF ALL NZERS

2018 Maori 63% 2016 Maori Friends or family 66% 2018 All 15+ 60% 54% NZ radio stations broadcast on radio or online 66% 60% 54% Streaming services (Eg. YouTube, Spotify, SoundCloud, iTunes) 55% 50% 30% Music TV stations 28% 21% 19% Live performances 22% 19% 17% In shops 22% 16% 14% Newspapers & magazines 20% 19% 12% Websites such as podcasts, music review sites, blogs, gig guides 6% 11% 5% Overseas radio stations online 6% 5% 5% Some other way 9% 6% 8% None, don't often hear new music 6% 10%

Q In which of the following ways, if any, do you usually find out about new music?

Base: All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414) Glasshouse Consulting May 2018 | SLIDE 32 More than 90% of Maori have now ever listened to streamed music, with Youtube being the most popular site followed by Spotify. Spotify has shown the most growth since 2016, but Youtube continues to attract the biggest audience with 31% listening every day.

EVER USE TO LISTEN TO MUSIC | % OF ALL NZERS WEEKLY REACH | % OF ALL NZERS

2018 Maori 2016 Maori 2018 All 15+ 77% 63% 31% every day YouTube/Vimeo 77% YouTube/Vimeo 60% 70% 46% 58% 38% 21% every day Spotify 49% Spotify 25% 52% 32% 25% SoundCloud 22% 12% 18% Apple Music 11% 24% 8% Apple Music 25% 12% 22% SoundCloud 8% 20% 4% 21% iHeartRadio 8% 25% iHeartRadio 6% 7% Rova Not measured in 2016 9% 6% 4% 3% Rova Not measured in 2016 Tidal Not measured in 2016 3% 1% 2% 3% Tidal Not measured in 2016 Amazon Music Unlimited Not measured in 2016 1% 4% Amazon Music 2% Other 7% Unlimited Not measured in 2016 6% 1% 9% None of these 18% 17%

Q Which of the following have you ever listened to music on?; Q13d: About how often do you listen to…?

Base: All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414) Glasshouse Consulting May 2018 | SLIDE 33 DEVICES PERSONALLY OWN OR HAVE DAILY ACCESS TO Smartphones, TVs and PC/laptops are the most widespread technologies, but the devices and technologies that have become more widespread since 2016 are Netflix, UFB, smart TVs connected to the Internet and games consoles through which Ondemand can be watched. This trend helps explain the audience growth in SVOD, online video, and Ondemand. DEVICES AND SERVICES PERSONALLY OWN OR HAVE ACCESS TO| % OF ALL NZERS 2018 Maori 2016 Maori 72% Games console through which you watch 29% 2018 All 15+ Smartphone 82% 23% 82% Ondemand 17% 71% 28% Working TV 82% PVR (MySKY, MyFreeview) 46% 88% 36% 64% 24% PC or laptop for personal use 75% FreeviewPlus/MyFreeviewPlus 15% 83% 20% 53% 24% Working radio 71% Chromecast 19% 78% 28% 53% 14% Netflix 28% Lightbox 5% 49% 19% 45% 8% Tablet such as an iPad 54% Apple TV 6% 57% 10% 40% 7% SKY TV 50% Neon 3% 39% 7% 39% 5% UFB 27% Vodafone TV Not measured in 2016 43% 4% 35% Smart TV connected to Internet 26% 39%

Q Which of the following, if any, do you personally own or have daily access to?

Base: All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414) Glasshouse Consulting May 2018 | SLIDE 35