Where Are the Audiences?
WHERE ARE THE AUDIENCES? Full Report Introduction • New Zealand On Air (NZ On Air) supports and funds audio and visual public media content for New Zealand audiences. It does so through the platform neutral NZ Media Fund which has four streams; scripted, factual, music, and platforms. • Given the platform neutrality of this fund and the need to efficiently and effectively reach both mass and targeted audiences, it is essential NZ On Air have an accurate understanding of the current and evolving behaviour of NZ audiences. • To this end NZ On Air conduct the research study Where Are The Audiences? every two years. The 2014 benchmark study established a point in time view of audience behaviour. The 2016 study identified how audience behaviour had shifted over time. • This document presents the findings of the 2018 study and documents how far the trends revealed in 2016 have moved and identify any new trends evident in NZ audience behaviour. • Since the 2016 study the media environment has continued to evolve. Key changes include: − Ongoing PUTs declines − Anecdotally at least, falling SKY TV subscription and growth of NZ based SVOD services − New TV channels (eg. Bravo, HGTV, Viceland, Jones! Too) and the closure of others (eg. FOUR, TVNZ Kidzone, The Zone) • The 2018 Where Are The Audiences? study aims to hold a mirror up to New Zealand and its people and: − Inform NZ On Air’s content and platform strategy as well as specific content proposals − Continue to position NZ On Air as a thought and knowledge leader with stakeholders including Government, broadcasters and platform owners, content producers, and journalists.
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