NZ on Air - "Where the Audiences Are"
Thu, 03 Sep 2020
Below is the just-released NZ on Air study "Where the Audiences Are"
The key takeouts:
- 2020 represents the crossover point from traditional to digital media
- YouTube Net Daily Reach is 51%, now the most popular site, station or channel in New Zealand, over-taking TVNZ 1.
- - YouTube and Facebook continue to increase their daily audience while all other sites/channels/stations are stable since 2018.
- - The TV daily reach is 61%(-22pp since ''14) vs 60% online video (+30pp since '2014). If these trends continue, by 2021 digital media will overtake traditional media in attracting the biggest daily audiences in NZ.
- - TV remains the most popular channel during primetime (6pm-8.30pm), however, YouTube attracts the highest audiences during 9am-6pm (personal primetime) - TV remains the most trusted source by a significant margin.
- The average Kiwi spends 67 minutes on online video (over 10pp growth since '18), sitting behind radio, SVOD, Total TV
- - There are now three "generations" of media audiences (rather than the old vs. young generation gap previously seen):
- - Younger (under 40) - digital media dominates
- - middle (40-59 year olds) - now at a crossover point with these consumers adopting digital media
- - older (60+) - traditional media dominates and digital is not growing
- Growth of SVOD has accelerated. Netflix remains the dominant provider.
- - The average Kiwi spends 95 minutes a day on SVOD (only falling behind total TV)
- Kiwis are making longer term choices to switch to digital media: TV ownership in NZ is in decline (78%) vs. 37% have a chromecast, 61% have Netflix