SYDNEY: More Australians will invest in a streaming service in time for the festive season, new data suggests, but for many the commitment won't extend beyond the holidays.
Research by Paywizard, reported in B&T Magazine, showed that 26% of consumers are already using a streaming service to catch up on their favourite shows, and a further 17% are planning to sign up for the festive season.
But if Australians appear intent on spending the holidays indoors glued to the television, the New Year will see them emerging back into the sun. Some 29% of subscribers intend to cancel their streaming service within three months of ordering, the study said.
Though streaming is popular, the TV is set to prove just as inviting. One third of respondents plan to spend their break binge-watching a DVD or boxset, while highlights of sporting events, such as the Boxing Day Test and the Australian Open, are likely to be watched on a smartphone.
Australia's local TV networks invested heavily in their digital offerings in the latter half of this year to capture sports-mad viewers as the summer sports season approaches.
A recent survey by Nielsen and Australia's Interactive Advertising Bureau, reported by eMarketer, found that Australians spent almost 35 hours a month on their smartphones, compared to less than 26 hours per month using a tablet or a PC. And Australian smartphone users spend almost ten times as much time on apps as they do mobile browsers.
Social media takes the lion's share of time spent on apps, accounting for 39% of all smartphone screen time. Facebook comes out on top as the No. 1 app in the country, with Facebook Messenger, in second place. Facebook was also the No. 2 site visited by Australians on mobile browsers.
Data sourced from B&T, eMarketer; additional content by Warc staff