Are youthful viewers actually switching off Tv?
Broadly talking, the reply is each Sure and No.
In response to the Australian Communications & Media Authority report Communications and media in Australia: How we watch and hearken to content material,solely 19% of viewers aged 18-24 watched Dwell TV in a 7 day interval final June (up from 2023’s 17.6%).
This compares to 77% of viewers aged 75+.
If we add catch-up companies into the combo, these figures drop to 13% for 18-24 and 53% for 75+.
No surprises, they swing in favour of youthful viewers for Subscription Streaming at 76% for 18-24s and simply 37% for these aged 75+.
Exterior of YouTube, Netflix stays the preferred video service.
ABC iview is probably the most seen of Free to Air catch-up companies adopted by SBS on Demand, 7plus, 9Now and 10Play (extra youthful viewers watched iview and SBS on Demand than their industrial counterparts).
The ACMA report identifies traits and shifts which show a decline in FTA TV, and rises in Subscription Streaming.
But it surely nonetheless signifies audiences, together with these aged 18-24, are watching Tv and connecting to storytelling.
Listed here are different key findings:
Free-to-air catch-up TV and streaming companies
Base: Australian adults who watched free-to-air catch-up TV within the earlier 7 days to June 2024
• ABC iview dominated the free-to-air catch-up TV market (62%), steady on 2023. Nevertheless, viewership in metropolitan areas elevated to 62% (up from 56%).
• Individuals in regional areas have been extra prone to watch SBS On Demand (47%) and 7plus (45%) in comparison with these residing in metropolitan areas (39% and 36%, respectively).
• Males have been extra prone to watch SBS On Demand. Virtually half of males (47%) stated they watched SBS On Demand in comparison with 38% of females.
• General, viewership of 7plus was regular however there was motion inside age teams. Viewership declined amongst these aged 45–54 (39%, down from 52% in 2023) and elevated amongst these aged 55–64 (51%, up from 41% in 2023).
Content material
• On-demand content material that was beforehand proven on TV, in any other case referred to as catch-up TV, was the commonest kind of video content material watched on the free-to-air catch-up TV companies throughout all 5 channels.
• Individuals from regional areas have been extra probably than these from metropolitan areas to observe catch-up TV on 7plus (84%, in comparison with 67%), 9Now (74%, in comparison with 63%), ABC iview (90%, in comparison with 83%), and SBS On Demand (86%, in comparison with 76%).
• ABC iview – Since 2023, on demand viewership elevated for these aged 55–64 (24%, from 15% in 2023). Viewership of stay content material declined for these aged 65–74 (19%, from 30%).
• SBS On Demand – On-demand content material (32%) was extra generally seen than stay content material on SBS (21%). Since 2023, fewer individuals aged 55–64 watched catch-up TV (80%, from 91%), extra males watched on-demand content material (35%, from 24%) and fewer females watched stay content material (18%, from 27%).
• 7plus – Since 2023, viewing on-demand content material elevated for males (28% from 16%) and people in metropolitan areas (23% from 14%).
• 9Now – Extra of these aged 35–44 watched stay content material (57%, from 38% in 2023).
On-line video companies
Base: Australian adults, 6 months to June 2024.
• Extra of us used a web-based service to observe video content material (95%, up from 88% in 2023).
• YouTube remained the main service. Viewership elevated to 72%, from 63% in 2023.
• There have been will increase in viewing on-line video on most companies in comparison with 2023 – together with Netflix (67% from 61%) Fb (45% from 38%), Amazon Prime Video (34% from 25%), Disney+ (34% from 28%), Instagram Reels (30% from 24%), Stan (25% from 22%), TikTok (22% from 18%), Binge (16% from 13%), Kayo (15% from 12%), Paramount+ (14% from 12%), Apple TV+ (13% from 10%), Foxtel Now/Foxtel Go (12% from 9%) and Optus Sport (4% from 3%).
• TikTok was extra probably for use by younger adults – 49% of these aged 18–24 used TikTok to observe video content material, larger than all older age teams.
• These aged 75+ have been the least prone to have used a service to observe any on-line video content material (77%) and have been much less probably than all different age teams to have watched YouTube (48%), Netflix (37%), Fb (29%), Amazon Prime (11%), Disney+ (5%), Stan (8%), Instagram Reels (5%) and TikTok (2%).
