Aussie In-Home TV Viewing Rises for Live & Playback

SYDNEY: The time Australians spent watching TV on traditional in-home television sets increased by more than an hour per month year-on-year in the third quarter, even with take-up of Internet-connected devices at a new high.

According to the latest Australian Multi-Screen Report, in Q3 2014 Australians across the population watched an average of 96 hours and 58 minutes (96:58) per month of broadcast television—including free-to-air and pay-TV channels—on their in-home TV sets; this is up 1 hour and 7 minutes (1:07) per month year-on-year. This equates to a little more than 3 hours per Australian per day on in-home TV sets, consistent with average daily time spent viewing over much of the past decade. The report also found that 91.6 percent of all in-home TV viewing in Q3 2014 was live (viewed at the time the broadcast actually went to air); 8.4 percent was watched in playback, meaning viewers recorded the material using a device such as a PVR or DVR and played it back through their TV sets within seven days of original broadcast time. Both live viewing and playback viewing rose YOY: by 9 minutes, and 58 minutes, per month, respectively.

In Q3 2014 Australians aged 2+ spent an average 37 hours and 44 minutes (37:44) online each month on home and work computers. They devoted 7:30 to watching any online video on PC or laptop computers (including broadcast TV content and other video), compared to 5:18 in Q3 2013. Also, 29 percent of homes have Internet-capable television, compared to 22 percent a year ago.

Deborah Wright, the regional TAM chair, said: “Regional TAM households continue to deliver strong ‘live’ viewing results in comparison to the national average. The Q3 Australian Multi-Screen Report’s study on Internet-connected mobile devices in the home showcases some interesting findings on how we use and share these devices in our homes.”

Doug Peiffer, OzTAM's CEO, said: “For all the changes and new options viewers have, television is still the centerpiece. Live TV viewing is level year-on-year, playback is up by nearly an hour, and people are spending more time with their television sets overall, because TVs are more versatile than ever. On top of their TV viewing time, Australians increasingly use their televisions to play games, watch DVDs or Internet-delivered video, browse the Internet, or playback TV content they’ve recorded beyond seven days from original broadcast. Such activities underscore the strength of TV and reinforce its position as the household main screen.”

Erica Boyd, Nielsen’s senior VP of cross-platform audience measurement, said: “As people increase their overall time consuming content across screens, marketers have more opportunities to seamlessly connect with people in a way that is respectful of their time, relevant and interesting.”