More screens, choice and activities across devices: Q1 2016 Australian Multi-Screen Report

The latest Australian Multi-Screen Report from Regional TAM, OzTAM and Nielsen, and covering the first quarter of calendar 2016 continues its look at how audience behaviour is influenced by greater content and platform choice, and access to new consumer technologies.

OzTAM CEO Doug Peiffer (pictured) said: “Many more screens, vastly greater content and platform choice, yet the same number of hours in the day: if anything’s surprising it’s how strong broadcast TV remains. Since 2012 the Australian Multi-Screen Report has tracked the impact of new technologies on viewing of TV and other video content. The interesting thing in the latest quarter is that 8-28 day playback viewing on TV sets, and VPM content played on connected devices, together add approximately 2.5 to 3 per cent of viewing on top of 7-day Consolidated broadcast viewing. While relatively small overall, for certain individual program episodes this longer-tail and VPM viewing can be significant.”

Deborah Wright, Chair of Regional TAM and Nine Entertainment Co Director of Regional Strategy, said: “With the greater choices available to consumers in both content and platforms, it is encouraging to see broadcast television continuing to deliver strong reach results to Australians via their in-home TV sets. In fact, our regional audiences spend almost 95 hours on average during a month watching broadcast television, which is 9.5 hours more per month than the national average.”

See a summary of the report findings HERE.