TV Programs Rule Online Video Viewing in Australia - eMarketer
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TV Programs Rule Online Video Viewing in Australia

Men more willing to pay for content than women

November 2, 2012 | Video

For viewers in Australia who are turning to the internet to stream or download video content, June data from the Australian Communications and Media Authority (ACMA) found that TV programs were the most popular content to watch online by a long shot, at 61% of respondents, ranking well above full-length films or even sporting events. Interestingly, foreign-language programs ranked fifth, watched by 10% of respondents. That percentage was not far behind sporting events (13%) and concerts (12%).

Types of Online Video Content Viewed by Online Video Viewers in Australia, June 2012 (% of respondents)

Some of these users are even willing to pay to view content. In this case, men were more likely than women to pay, and internet users ages 25 to 54 were more apt to shell out than those older or younger. Understandably, higher incomes also correlated with greater willingness to pay.

Internet Users in Australia Who Are Willing to Pay for Online Video Content Services, by Demographic, June 2012 (% of respondents in each group)

The study also found that laptops were the devices likeliest to be used to view online video, over desktop computers. Tablets were also gaining closely on standard TV: 26% of respondents used tablets to watch online video compared to 29% who used TVs. The tablet figure is likely to rise as these devices further penetrate the market. And mobile phones were already used to watch online video by 20% of respondents.

Research firm Frost & Sullivan predicted in October that online video ad spending in Australia would rise over 400% between 2012 and 2017. Online video will continue to take dollars away from TV, though various research firms expect TV ad spending to still grow in the low single digits annually through 2016.

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Check out today’s other articles, “Online Hispanics Make Time for Social Networks ” and “Fashion Brands Sell Their Image with Online Video Content.”



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