23 April 2020
Media Studies
Audience Trends Research
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- SVOD = Subscription Video On Demand services. Netflix, Neon, Lightbox etc.
- PPV = Pay-Per-View services. iTunes, Google Play etc.
1. Age and stage of life = primary differentiator of audience behavior rather than socio-economic level.
2. Lower socio-economic group:
= excludes students and retirees.
= Kiwis that earn less than $50000 pa in personal or combined income (if they have a partner).
- they watch less SVOD = probably due to the cost = SKY TV subscribers mostly come from higher socio-economic groups.
3. Landlines in home = fallen:
In 2013 = 15% of people lived in houses without a landline.
In 2018 = about 35%.
4. It's also important to know what device is used to consume the media and simultaneous media consumption.
5. From 2014 - 2016: NZ launched NetFlix, Lightbox, Neon, NZ On Screen and consequently, there was the closure of FOUR, TVNZ Kidzone, The Zone.
6. In 2018 - broadcast TV was still on top of the carts, reaching 67%, but it has decreased from *83% in 2014.
7. As radio and line television consumption has decreased:
= digital channels' support has increased (YT/Facebook) from 30% to 45%.
= music streaming on Youtube and Spotify has increased from 23% to 29%.
= SVOD viewing (Netflix and Lightbox) has increased from 17% to 28%.
TVNZ 1, Prime, TVNZ OnDemand etc. have decresed.
Youtube, Netflix, Lightbox etc. have increased.
N.B. Reach does not necessarily mean high engagement.
8. In 2016:
- Neon's subscriber growth went "BOOM!"
- Netflix had over 75 million users worldwide, which has even further increased.
- Quickfix changed quite a bit = added alternatives to the standard plan of $12.99. With Quickfix, one can watch the newest movies on demand, right now. Quickfix did begin facing an increase in competition from 2016 - obviously due to Netflix and Neon - wasnt affected too badly though.
- Lightbox = "focused on bringing the best new and exclusive TV to kiwi households."
= low subscription cost, kiwis can't resist it = subscription rises.
9. Netflix attracts more people than free-to-air TV channels Three and TVNZ 2.
10. Netflix's support is growing rapidly, causing some to argue that it is destroying the cinema industry.
Netflix has +125 million subscribers worldwide (1.2 million in NZ along) whereas the cinemas attendance in the USA has dropped to the lowest level it has ever been.
11. Director Steven Spielberg doesn't think that "films that are just given token qualifications in a couple of theatres for less than a week should qualify fr" Academy Awards.
12. Oppositely, some do not blame believe that it is that bad, such as Dr Katrina Aveyard, who doesn't think that is a big enough problem to "close down cinemas for example in large numbers". She describes that before Netflix, this criticism was aimed at normal linear TV.
HARD FACTS:
- Linear television dropped from 59% to 66% daily reach between 2016 and 2018.
- Online videos dropped from 56% to 52% daily reach.
- normal radio decreased in daily reach.
whereas
- magazines (including online) increased from 14% to 19% in daily reach.
- online radio increased from 8% to 9% daily reach.
- SVOD increased from 34% to 37% daily reach worldwide, more specifically from 28% to 30% in NZ.
Everything has begin moving towards being online.
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