Where are the Audiences? — NZOA

NZ On Air has just published a report about the growing gap between younger and older audiences, and what it means for traditional media and the agency’s funding strategy.

“NZ audience behaviour is changing, and so are we,” chief executive Jane Wrightson says.

“We will be announcing changes to the way we approach our funding investments later this year that will make us more flexible and responsive to the ongoing change.”

While linear platforms like the free-to-air networks still offer the biggest bang for the buck, their audiences are being eroded by the likes of YouTube, Facebook, Netflix and Lightbox.

NZOA’s latest research is a follow-up to a 2014 survey and provides the only independent, publicly available data across media types.

Glasshouse Consulting surveyed 1400 New Zealanders aged 15-plus in April and May this year about what media they consumed ‘yesterday’.

The key findings are:

  • New Zealanders continue to tune in to traditional media in the largest numbers, more frequently and for longer than any other media.
  • ​This dominance is under real pressure with growing use of online video on sites like YouTube and Facebook, and the NZ launch of online subscription video on demand (SVOD) services.
  • The biggest growth and driver of change since the 2014 survey has been the launch of SVOD services marketed directly to New Zealanders (one in four tune in to a local or international  SVOD service like Netflix or Lightbox daily).
  • Even in SVOD homes, linear TV by a fine margin still attracts the biggest daily audience.
  • There is an increasingly big generation gap in media consumption (in 2016 more 15–34 year olds stream online video each day than watch linear TV).
  • Early adoption and increasing access to technology is enabling younger generations to consume more online media.
  • There is a sea change in music consumption – a third of us consume music each day by streaming.
  • But radio remains strong as the place to hear about new music.

Here’s one of NZOA’s “infographic snapshots” summarising our changing media consumption:

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