NZ’s most effective video advertising platform
OnDemand
Reaching the unreachables
Boost your youth audience with TVNZ OnDemand
We’ve been conditioned to think that people aged 18-24 are hard to reach.
Fragmented viewing Multi-screeningUsing devices to watch lots
of things (streaming)
©2018 TVNZ
We are reaching them on TVNZ OnDemand
on average using TVNZ OnDemand
each day.
96 mins18-24 year olds spend
©2018 TVNZSource: Google Analytics, daily average for 18-24 (Jan – Oct 2018).
The youth audience is still watching TV and, significantly, more and more are watching TVNZ OnDemand. In fact, they are the biggest growth audience for the platform.
of all 18-24 year olds in NZ have used TVNZ OnDemand in the past four months.
use it every week.
46% 36%
Source: Stats NZ 2017 Census data for # 18-24 year olds in New Zealand. AP18-24 OD reach 225,000 July – October 2018 Google Analytics. ©2018 TVNZ
June 2018 saw Of this
streams on TVNZ OnDemand for all people aged 13+.
were made up by the 18-24 year old audience.
of the total audience.
14.7million
4.7million 32%
=
Source: Google Analytics, streams AP 18-24, June 2018. ©2018 TVNZ
-
4,000,000
3,000,000
2,000,000
1,000,000
5,000,000
1/06/
2018
1/06/
2017
1/07/
2017
1/08/
2017
1/09/
2017
1/10
/2017
1/11/
2017
1/12
/2017
1/01/20
18
1/02/
2018
1/03/
2018
1/04/
2018
1/05/
2018
Streams on TVNZ OnDemand are growing rapidly,
with 4.7 million in June 2018.
Streams up 223% YOY
Total monthly streams for 18-24 year olds
Source: Adobe/GA, 1 June 2017 – 1 June 2018, all people aged 18-24. ©2018 TVNZ
June 2018 saw total reach of
Of this
for all people aged 13+.
were made up by the 18-24 year old audience.
of the total audience.
589k 155k 26%
=
Source: Google Analytics, reach AP 18-24, June 2018. ©2018 TVNZ
-
100,000
80,000
60,000
40,000
20,000
120,000
1/06/
2018
1/06/
2017
1/07/
2017
1/08/
2017
1/09/
2017
1/10
/2017
1/11/
2017
1/12
/2017
1/01/20
18
1/02/
2018
1/03/
2018
1/04/
2018
1/05/
2018
TVNZ OnDemand has achieved 98% growth in average weekly reach year on year
Average weekly reach for 18-24 year olds
Source: Adobe/GA, 1 June 2017 – 1 June 2018, all people aged 18-24. ©2018 TVNZ
So why has it increased?OnDemand TV satisfies a particular need
state for this audience, to ‘escape’.
UK research shows that on-demand TV plays an important role in helping people to immerse themselves in highly involving shows (‘Escape’), accounting for 42% of 16-34s’ viewing in this need state.
©2018 TVNZSource: Thinkbox UK, Why do we watch TV and Netflix, or use YouTube? ‘The Age of Television’ reveals all, November 2018. Escape (lose yourself in another world): 7% of total viewing.
TVNZ OnDemand has the shows that are bringing them in to lose themselves in another world.Massive audience growth in the 18-24 age group coming specifically
onto the platform for TVNZ OnDemand-only content.
Love Island Australia Reach 53k Streams 1.3mJune:
©2018 TVNZSource: Google Analytics, AP 18-24, June 2018.
TVNZ OnDemand has the shows that are bringing them in to lose themselves in another world.
Love Island UK Reach 44k Streams 850kJune:
Massive audience growth in the 18-24 age group coming specifically onto the platform for TVNZ OnDemand-only content.
©2018 TVNZSource: Google Analytics, AP 18-24, June 2018.
TVNZ OnDemand has the shows that are bringing them in to lose themselves in another world.
Reach 6k
Friends
With 176k streams showing that die-hard fans are coming to the platform to stream HEAPS of episodes.
June
Massive audience growth in the 18-24 age group coming specifically onto the platform for TVNZ OnDemand-only content.
Source: Google Analytics, AP 18-24, June 2018. ©2018 TVNZ
TVNZ OnDemand has the shows that are bringing them in to lose themselves in another world.
Reach 43k
Shortland Street
Streams 611k
June
Massive audience growth in the 18-24 age group.
Source: Google Analytics, AP 18-24, June 2018. ©2018 TVNZ
OnDemand
The unreachables reach out and grab great content on
TVNZ OnDemand.
OnDemand
NZ’s most effective video advertising
platform
