Younger Viewers Dominate Digital TV in Australia - eMarketer

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Younger Viewers Dominate Digital TV in Australia

Gender split is more even

March 15, 2016

The digital TV audience in Australia appears to be somewhat mature, according to 2015 research. The gender and age breakdowns of the audience are stable, and penetration is not changing much.

Traditional TV vs. Digital Video Viewer Share in Australia, by Demographic, Q4 2014 & Q4 2015 (% of total in each group)

According to Nielsen, OzTAM and Regional TAM, the demographics of traditional and digital TV viewing did not shift much between 2014 and 2015.

Research conducted in Q4 2015 found that 16% of digital TV viewers in Australia were under 25; a year earlier, the figure was 17%. Meanwhile, 46% of digital TV viewers in Q4 2015 were between 25 and 49—down slightly from 48% in Q4 2014.

The gender breakdown had changed somewhat, with women accounting for 52% of the total in 2015, up from 49% a year earlier.

The situation with traditional TV was similar: There were tiny changes in age composition. But the gender breakdown for traditional viewing was static from 2014 to 2015.

Digital Media Penetration in Australia, Q4 2014 & Q4 2015

Overall penetration of digital media studied in the survey had also not changed much over the period. The percentage of households with internet access was unchanged, and the share with an internet-capable TV climbed by just 2 percentage points.

Despite apparent maturity in the demographics of the digital TV audience in Australia, digital TV still accounts for far less viewing time than traditional in the country.

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