What Leads for Digital Content Consumption in Australia? - eMarketer

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What Leads for Digital Content Consumption in Australia?

Digital video viewers select free content when downloading, streaming

August 10, 2015

Music is the most popular type of digital content internet users in Australia access via either downloading or streaming, according to April 2015 research from the Australian Government Department of Communications conducted by TNS. More than two in five respondents ages 12 and older had streamed or downloaded music in the three months prior to being polled.

Only slightly fewer respondents said the same thing of TV content, though—and on a streaming basis only, music and TV were exactly even, with 34% of respondents accessing such content streams in the past three months.

Movie content was substantially less popular, though still ahead of software, video games and ebooks.

Both downloading and streaming were focused around free content when it came to video. Among respondents who had downloaded or streamed TV content in the past three months, 76% said they accessed free content exclusively, while another 12% accessed a mix of free and paid content. For movie content, those shares were 58% and 22%, respectively, suggesting that video content in Australia is heavily reliant on advertising to support consumption costs.

That’s likely one reason why advertisers in Australia have embraced multiscreen video campaigns.

Some users are willing to pay, of course. Subscription video-on-demand services are rising in usage quickly, especially after Netflix’s streaming services became available in the country.

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