SYDNEY: Younger Australians are turning away from watching sport, choosing instead to tune into streaming video services for regular doses of comedy, action and sci-fi, according to research conducted by Ampere Analysis.
“There is a transition going on here that is a little bit ahead of much of Europe and other parts of Asia,” said Guy Bisson, research director of Ampere Analysis, at the Future TV Advertising Forum in Australia recently.
For more about the major changes underway in the Australian TV industry, read WARC’s report: Australian TV trends – sport and news drop with streaming on the up.
Ampere Analysis employed a number of techniques to produce a holistic view of the TV market, including analysis of consumer behaviour, panel data from 16 countries, traditional analyst forecasting and algorithmic data.
It found that younger audiences are moving away from traditional content drivers that have been free-to-air and pay television staples.
Sport, documentary, factual and news are no longer pulling younger audiences as they turn to other sources for this content. Instead, they prefer to tune in for comedy, drama, specific types of action and sci-fi as well as indie arthouse content.
One thing Australia is ahead on is “substitution”, which describes viewers who opt to view streaming services instead of free-to-air or pay TV. Currently, 15% of Australians turn to a streaming service as their main form of TV. Of those, 70% are millennials.
Overall, Bisson said the changes to the television and streaming landscape can best be summed up by Disney’s merger with 21st Century Fox.
“It’s about control of content, because when you are a streaming platform and you need to run your business on a global basis, you need to control that content. You need to control franchises – like X-Men and Star Wars and Marvel – because that generates content for you which is particularly important to your audience.”
The merger, Bisson believes, demonstrates the shift toward controlling the value chain from production through to distribution, as well as the platform itself which delivers the content.
“That affects and impacts the dynamics and opportunity for advertising. It doesn’t mean there are none, it simply means that the way you place your investments is changing very rapidly, and in order to succeed in that market, you need to be on top of all of these changes,” he said.
Sourced from WARC