On Air Viewing Still Dwarfs Online

Despite broadcasters fretting over ISPs like Slingshot affording unfettered access to Netflix and Hulu, only 6% of Kiwis watch TV on these and other overseas sites.

Research commissioned by NZ On Air shows linear TV still dominates most people’s viewing, although younger viewers are more digitally driven than older.

In what NZOA says is the first independent, publicly available NZ research across media types, Colmar Brunton surveyed 1400 New Zealanders aged 15-plus in April about what media they consumed “yesterday.”

The survey found 83% of respondents watched live television daily while 67% listened to live radio.

Both did so for a considerable amount of time each day – more than any other media.

12% of viewers used one of the broadcasters’ ondemand websites to watch a broadcast programme when it suited them while half as many use overseas online TV sites such as Netflix, BBC iPlayer and Hulu.

More than three-quarters of 15–24 year olds watched linear TV daily, and two-thirds also watched videos online (Youtube or Vimeo) the previous day.

“Today most of us carry a screen in our pockets and have multiple devices in our homes for consuming media,” NZOA chief executive Jane Wrightson says.

“As the main funder of local content we wanted to know if the chatter about viewers turning off mainstream media and tuning in to online media was true.

“NZ On Air has always said that we will go where the audiences are. By and large, the audiences are still in front of the television or listening to radio, but they are consuming all sorts of other media as well.

“With music it is clear that if not a ‘revolution’, then certainly a fast-moving ‘evolution’ is taking place.

“For this reason we are increasingly shifting our music promotions focus to online platforms, to ensure that people looking for NZ music online can easily find what they enjoy.”

Other online content, such as web series, still have a small audience. But NZOA says it will continue to take a close interest in this content, given the opportunities for innovation and experimentation.

NZOA intends to repeat the research periodically to show trends over time.

See the full research report, Where Are the Audiences?, at: www.nzonair.govt.nz/research/

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2 Responses to “On Air Viewing Still Dwarfs Online”

  1. It’s probably that only 6% of homes have a good enough internet connection!

  2. Also most people can’t be bothered with the set-up.

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