Australia: Outside of the box – the new TV is everywhere

Commissioned by dataxu, this whitepaper presents the current perceptions of media agencies, brands, and consumers around the existing and future state of the TV landscape in Australia.
  • Research conducted from more than 1000 interviews split between businesses and consumers uncovered that the majority of consumers still watch television through traditional formats, as opposed to paid subscription services or Smart TV’s.
  • Age demographics vary for each type of TV content available – a larger proportion of younger generations opted for paid subscription services.
  • Netflix is currently the most popular subscription service for consumers in Australia, with over half of those surveyed already subscribing to it.
  • Brands and agencies alike stated that they plan to increase investment on Advanced TV over the next 5 years by...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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