New research shows how Australians access media content
The Australian Government has today released the results of two concurrent surveys: the 2022 Media Content Consumption Survey, and a new Television Consumer Survey, which explores the attitudes, expectations and behaviours of Australians towards accessing screen content via TVs and connected TV devices.
Both surveys were conducted by the Social Research Centre in September 2022 and will help to inform the Government’s media reform agenda, including consideration of the final design for a prominence framework for connected TV devices.
Results of the Television Consumer Survey show that use of and engagement with television is changing as new technology enters the market:
- The feature that Australians ranked as most important to consider when buying a new TV was that it is internet-enabled (29 per cent).
- However, access to free-to-air TV remains an important factor in Australians' choice of TV model or connected device - a majority said that this was either or somewhat very important (68 per cent) in making this choice.
- Access to free-to-air television is also primarily through traditional means, with 59 per cent of Australians who watch any kind of free-to-air TV using a broadcast signal or antenna. However, access via the internet is also significant, with 53 per cent in total using on-demand TV apps.
The survey also includes information about what kind of TVs and connected devices Australians use, how users navigate to content and services, and sports content on TV.
Results of the 2022 Media Content Consumption Survey highlight that online services are the most popular way for Australian adults to watch screen content:
- 66 per cent of Australian adults reported watching an online subscription service in 2022, up from 62 per cent in 2021.
- The second most popular platform was free video streaming services with 58 per cent of Australians watching one in the past 7 days.
Respondents' views on advertising, audio platforms, news and children's media consumption are also highlighted in the survey results.
For more details visit https://www.infrastructure.gov.au/Television-and-media-surveys.
Quotes attributable to Minister for Communications, the Hon Michelle Rowland MP:
“The trends found in the Television Consumer Survey and Media Content Consumption Survey results are important and relevant to media policy and the progression of the Australian Government’s program of media reform.
“Evidence to inform the Government’s understanding of the media landscape is essential as we develop and implement an ambitious long-term agenda for media reform.
“Results of the Television Consumer Survey show the continued importance of making free-to-air services available and accessible to Australians. These results will assist the Government in considering how to implement our commitment to legislate a prominence framework for connected TV devices.”