Report: Multi-screening, playback TV on the rise

Q1 Multi-Screen report from Regional TAM, OzTAM and Nielsen finds Australian consumers are increasingly turning to their smartphones and connected devices as home as they watch TV

Multi-screening is gaining popularity, and Australian consumers are changing the way they use their TV sets as they seek out extended playback and video viewing options, a new report has found.

According to the Australian Multi-Screen Report for the first quarter of the year, produced by Regional TAM, OzTAM and Nielsen, the time consumers spend viewing live TV has been falling gradually over the past five years, while playback through the TV set continues to rise.

The report, however, makes clear broadcast TV is still the dominant viewing option for Australian consumers. In Q1, 88.4 per cent of all broadcast TV viewing took place on the TV set, and 91.6 per cent was watched live-to-air.

Australians watch an average of 89 hours and 28 minutes of broadcast TV in total, including free-to-air and subscription channels and on an in-home TV set each month, a drop of 4 hours year-on-year. The report also found the average weekly reach for Australian broadcast television remains at 88−89 per cent of the population.

What has risen in the past year is the number of people using their TV set for activities other than watching broadcast television. A key one is playing back TV content between 8 and 28 days from the original broadcast. As an example, the report pointed to the four-week period 22 February – 21 March, where 8-28 day playback viewing accounted for 1.66 per cent of all TV viewing time across the day. This was up from 1.06 per cent in the same four-week period last year.

Viewing on broadcast content within seven days of original broadcast made up 8.4 per cent of total broadcast TV viewing per month, up 16 minutes year-on-year.

The use of connected mobile devices to watch video has grown as well, but remains relatively small in comparison. In total, 11.6 per cent of viewing broadcast and non-broadcast video content happens on screens other than the TV. Not surprisingly, it was those under the age of 35 years that are driving this year and increasingly using smartphones and connected devices to watch video.

When it comes to multi-screening, 75 per cent of online Australians aged 16 years and over have used an Internet-connected device while watching TV, up 1 per cent year-on-year. More than one-third of these consumers practice the habit daily, and 85 per cent multi-screen at least once per week. Seventy-six per cent of women multi-screened, compared with 73 per cent of men.

In addition, 31 per cent of consumers over 16 years old say they ‘triple-screen’, up 5 per cent year-on-year. The most commonly used device at home is the laptop/notebook, followed by smartphones, desktop PCs and tablets.

Ninety-two per cent of 16-17 year olds engaging in multi-screening when they watch TV; the highest percentage of any age group represented in the report. They also prefer smartphones first, followed by laptops and desktops. Top activities on the smartphone for this group are conducting a search, and accessing social media.

Second-highest for multi-screening are 24-34 year-olds (90 per cent), with smartphones the most commonly used second screen. Just behind them are 18-24 year-olds (89 per cent), who say email and getting directions/maps are the top activities on their preferred second screen, the smartphone, while search is most popular on tablets and computers.

The joint report also noted smartphone use most often occurs outside the home, and consumers are using smartphones to check social media more often than on other devices. Search, meanwhile, plays a more important role on tablets, along with updating or browsing social media and watching online video.

The Australian Multi-Screen Report is based on three separate research projects: OzTam and regional TAM’s TV ratings panels, Nielsen’s national NetView panel, Consumer and Media view database, and the Australian Connected Consumers report.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in