In early 2019, consumption of linear TV significantly outpaced online TV and video viewing among internet users in Australia. Now the emphasis is shifting. In H1 2020, 83.5% of respondents ages 16 to 64 had watched linear TV in the month prior to polling, while 84.7% had streamed video-on-demand (VOD) content, according to GlobalWebIndex.

For example, 92.7% of respondents ages 16 to 24 streamed video in H1 2020 vs. 48.1% of those 55 to 64. Similarly, young people were far more engaged with digital audio—24.6% of respondents ages 55 to 64 had streamed music, podcasts, or other digital audio content in the prior month, while usage among those ages 16 to 24 was over three times greater, at 77.3%.

It remained over an hour longer than time spent with online TV/video streaming, at 1 hour, 55 minutes (1:55) vs. 54 minutes, respectively. All age groups are now moving away from broadcast TV viewing to some extent, though younger individuals are more likely to do so.

In H1 2020, respondents spent an average 1:13 daily streaming music, vs. 1:03 with radio. Ownership of advanced digital devices barely increased during the year. Penetration of smartwatches and smart wristbands rose by a few percentage points year over year, to 14.3% and 12.7%, respectively.

Linear addressable campaign ad impression delivery has historically been self-reported by the MVPDs that package and sell inventory sourced from the 2 minutes per hour of local ad time. Advertisers and media agencies looking to quantify target audience overlap between addressable TV campaigns (reported by MVPDs) and their standard national linear TV plans (Nielsen reporting) must guesstimate.

YouTube TV is YouTube’s virtual multichannel video programming distributor (vMVPD) subscription service (similar to Dish Network’s Sling TV or Hulu + Live TV), which offers a bundle of live linear network channels and integrated, ad-supported access to YouTube and YouTube Originals.