The Australian Communications and Media Authority (ACMA) has released a report on how Australian viewers watch and listen to content.
In recent years, the shift to accessing media content through digital platforms has grown dramatically as a result of Covid with on-demand video and audio platforms being more widely used. As a result, fewer Australians turn to access traditional broadcast media.
As a result of these changes, traditional broadcasters have shifted strategies to focus on cost reduction and hybrid distribution models using digital distribution methods to complement their terrestrial broadcast services and increase their reach.
The Communications and media in Australia: How we watch and listen to content report examines the Australian broadcasting and digital media landscape from 2020 to 2021. It explores how media infrastructure and services are provided and used using industry data and primary consumer research.
The report highlighted that the rising popularity of podcasts, music streaming and video-on-demand content services has increased competition for viewers and listeners.
The number of Australians using pay TV services such as Foxtel or Fetch TV went was 24% in June 2021, down from 27% in 2019. Meanwhile, more Australian adults tuned into catch-up streaming services for free-to-air programs, up 37% from 28% in 2019.
The most popular catch-up platform was ABC iView, followed by SBS On Demand.
Other findings in the ACMA report include:
• More of us watched online subscription content (58%) than traditional broadcast free-to-air television (54%).
• More Australian adults (37%) also watched catch-up TV for free-to-air programs compared to a year ago (26%).
• More than a quarter of online adults (28%) watched 5 or more online services, up from 1% in 2019.
• Netflix was the dominant subscription streaming platform, watched by two-thirds (66%) of adults.
• Mobile phones were the most popular device used to stream video content at home (49%), closely followed by smart TVs (47%).
• Radio listenership declined to 77% (from 83% in 2020), but remained the most popular way for Australians to listen to audio content.
• Over two-thirds (67%) of Australians streamed music, most commonly using Spotify (63%)
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