Overview
Alongside the release of the Where Are The Audiences? 2018 report NZ On Air partnered with the Health Promotion Agency to commission four separate reports on specific target audiences - Māori, Pacific, 15-24 yr olds, and lower socio-economic New Zealanders.
These reports compare weekly and daily media use across a range of platforms, providing a single source of objective media information.
You can read all the key findings below.
- The top three daily media used by this age group are all Online
- Significantly higher daily users of Online video eg YouTube, Facebook (78% v 52%)
- Significantly higher daily users of streamed/online music (78% v 39%)
- Significantly higher users daily of SVOD (56% v 37%)
- Significantly lower users of Free-to-air TV (25% v 37%)
- Significantly lower users of live radio (45% v 55%) but relatively stable.
Among this age group NZ SVOD use has almost doubled in 2 years (increasing from 29% daily use in 2016 to 46% in 2018).
- This is also the media 15-24 year olds use for the greatest time each day – more than 3 hours a day.
At the same time linear TV use has fallen 31% in 2 years (driven largely by dropping out of SKY TV but also a decline in free-to-air TV.) And enjoying music on physical formats (CD, ipod etc) has fallen 54% in 2 years.
This age group also uses OnDemand differently to the general population. 41% use it to watch original content that is not catch up viewing. (v 32% general population).
Read full report below:
- Significantly higher daily use of Online video eg YouTube, Facebook (62% v 52%)
- Significantly higher daily use of SVOD than general population (52% v 37%)
- Significantly higher users of OnDemand daily (39% v 19%)
- Slightly less use than the general population of linear TV daily (63% v 66%)
- Lower users daily of radio than general population (48% v 55%)
The generation gap in media use is roughly the same as for the general population but bear in mind the Māori population profile is young (70% aged under 40).
- In the younger demographic of 15-39 (which is the major Māori population group) the evidence is most clear of online media overtaking traditional media.
Read full report below:
- Number one daily media used is Online video eg YouTube Facebook (63% v 52%)
- Significantly higher users of SVOD daily (54% v 37%)
- Significantly higher users of OnDemand daily (37% v 19%)
- Significantly lower daily use of Linear TV than general population (55% v 66%)
- Lower users of Free-to-air TV (32% v 37%)
- Lower users of live radio than general population (47% v 55%)
The overtaking of traditional media by online for Pacific people is due to a significant decline in viewing via SKY TV (contributing to the linear TV decline) rather than an increase in online viewing.
There is also a significant decline in live radio listening since the 2016 study – down to 47% from 56%.
As with Māori, the Pacific population is skewed young (74% under 40) so the consumption behaviour is reflective of the generational divide.
Read full report below:
For the purposes of this breakdown this is defined as New Zealanders who earn up to $50,000pa in either personal or combined income if they have a partner. (excluding students and retirees).
- Linear TV is the Number One daily media used by this group although slightly less than the general population. (59% v 66%)
- Online video eg YouTube, Facebook is the second most used media, slightly more than the general population. (56% v 52%)
- This group is less likely to watch NZ Netflix and to subscribe to SkyTV but the difference isn’t huge (NZ Netflix (23% v 27%)
- Watching TV via PayTV is lower than the general population (33% v 39%)
There are some differences, as you might expect, in access to devices and services for this group, compared to the general population.
Read full report below: