where are the audiences? · the 2016 study, and timed for after the commonwealth games which could...

WHERE ARE THE AUDIENCES?

Full Report – 15-24s

Glasshouse Consulting May 2018 | SLIDE 2

Introduction

New Zealand On Air’s (NZ On Air) two yearly “Where Are The Audiences?” study is an important input in understanding how to reach New Zealanders overall and harder to reach audiences in particular.

• This report summarises the results from NZ On Air’s 2018 “Where Are The Audiences?” study based on 15-24 year olds.

− It compares the 2016 and 2018 results among 15-24 year olds, as well as comparing to the 2018 results among all New Zealanders.


Research Approach - Overview

• The first priority in the design and conduct of the 2018 study was to ensure valid and robust comparisons could be made to previous studies. Therefore the overall approach, timing of the study, sampling and respondent definition, question flow and most wording, and post-weighting factors were kept consistent with the 2014 and 2016 studies.

• This included asking respondents about their behaviour “yesterday” within specific time periods between 6am and midnight. This technique enables the creation of accurate, survey based measures of actual behaviour by grounding responses in behaviour that is fresh in respondents’ minds and within specific parts of an actual day.

• For the main study a total sample of n=1,414 was developed among all New Zealanders aged 15 and over, with representative samples created for each day of the week (n=200 per day) so that results can be extrapolated to a “typical” day.

• This report is based on n = 221 New Zealanders aged 15-24 who were included in the main study.

• The total sample has a maximum margin for error of +/-2.6%, and the 2018 sample of 15-24 year olds has a maximum margin for error of +/-6.6%.


Research Approach – Overall Study

• As in 2014 and 2016, a mixed methodology of telephone and online interviewing was used.

• N=1,002 interviews were completed by telephone using random digit dialling, and n=412 interviews were completed online using Consumer Link’s Flybuys research panel.

• The online interviews were conducted among consumers without access to a home landline.

− The 2013 Census showed that 15% of people live in homes without a landline, however this incidence will have undoubtedly grown since 2013. Nielsen CMI data was used to estimate the 2018 incidence at 35% (it was estimated as 25% in 2016).› In 2013 Nielsen CMI estimated non-landline penetration at 25% (compared to 15% in the Census). In 2016 Nielsen estimated this incidence at 45%.

Given the previous over-estimate compared to the 2013 Census result, we factored the 2018 estimate down to 35%.

• Interviewing was conducted between April 16 and May 13. Fieldwork was conducted at the same time of year as the 2016 study, and timed for after the Commonwealth Games which could have abnormally influenced audience behaviour during that two week period.

• Respondents were defined as all New Zealanders aged 15 and over.

• Regional sample stratification, and minimum quotas for males, 15-24 year olds and ethnicity were implemented.

• The total sample was post-weighted by the following factors to ensure it was representative of the 15+ NZ population;

− Access to a landline, gender, age, ethnicity.


Research Scope

• The study investigated the media consumed “yesterday”, for how long, and which channels, stations and sites were used. These questions measured the daily behaviour of the main broadcast, print, online and music media. The bulk of this report examines daily audience behaviour.

• The study also captures the weekly reach of all media, including less frequently used media not covered by the daily measures, so as to provide a single point of comparison of all media included in this study. The first chart in the Summary section examines this overall comparison of all media based on weekly reach.

• Two key aspects were not included in this study or previous studies;

− Device used to consume media. (Ownership and access to devices was collected.)

− Simultaneous media consumption.

• Apart from changes to specific channels, sites and stations to ensure accuracy, other changes were made to the survey since 2016 to reflect the changing media landscape. These included;

− Measuring podcast consumption for the first time.

− Removal of specific questions relating to webseries as these are now measured as a type of online video (see next point)

− Measuring types of video watched online on sites such as YouTube and Facebook

• The results in this study will not exactly match data from sources such as TV ratings, radio surveys, or online analytics as the methodologies are different. However this study does provide a unique, single source comparison across all media.


Market Context

• When examining changes since 2016 it is useful to note the main developments that have taken place during the intervening two years, and also the developments that preceded 2016.

• This information gives insight in to the stimulus for changes in audience behaviour and also the rate of change in audience behaviour.

Developments 2014 -2016 Developments 2016-2018

PUTs declines PUTS declines

NZ launch of Netflix, Lightbox, Neon, NZ On Screen Closure of FOUR, TVNZ Kidzone, The Zone

Launch of TVNZ Duke, The Zone, Jones!, Discovery Turbo, Garage Launch of Bravo, HGTV, Viceland, Jones! Too

Restrictions put in place on VPN use after broadcasters challenged “Global Mode” services from ISPs

Closure of Igloo

Launch of Apple Music

Launch of FreeviewPlus, Chromecast

Launch of NZME’s Watchme

OVERALL SUMMARY

Weekly Reach

Daily Reach

Most popular channels, sites and stations

Glasshouse Consulting May 2018 | SLIDE 8Base:

Q

Weekly reach is the benchmark for all media covered in this study. Online video, SVOD and listening to music on Youtube deliver bigger audiences on a weekly basis among 15-24s than traditional broadcast media (TV, radio). NZ based SVOD has grown significantly since 2016 to deliver the same weekly reach as linear TV, with listening to music on Spotify only slightly behind.

We’d like you now to think about what you do over a typical week. Please tell me about how many days per week you would usually do each of the following.

All respondents: (2018 15-24s - n=221; 2016 15-24s - n=249; 2018 All 15+ – n=1,414)

WEEKLY REACH OF ALL MEDIA | % OF ALL NZERS

93%

80%

74%

73%

69%

69%

65%

56%

53%

50%

46%

95%

55%

84%

66%

79%

43%

45%

40%

58%

61%

49%

72%

62%

46%

78%

82%

48%

32%

32%

52%

67%

44%

44%

39%

34%

26%

25%

22%

20%

15%

8%

7%

6%

44%

60%

22%

31%

12%

19%

8%

6%

10%

5%

54%

47%

8%

45%

21%

5%

18%

5%

9%

9%

6%

Apart from this opening chart and following summary this report mainly examines dailymedia consumption.

However the consumption of some media must be measured on a weekly basis due to less frequent usage.

Therefore weekly reach provides the best comparison of all media measured in this study.

Online video (Eg. YouTube, Facebook)

Total (net) SVOD

Listen to music on YouTube

Live New Zealand Radio

Total (net) Linear TV

NZ SVOD (e.g. Netflix, Lightbox)

Listen to music on Spotify

Overseas SVOD (Eg. Netflix, Hulu)

TV (via Pay TV platform)

Newspaper (including online)

Ondemand

TV (via FTA platform)

Music (iPod, CDs, vinyl)

Streamed, downloaded, torrented TV shows

Magazine (including online)

Listen to podcasts

Downloaded songs/albums for free

Online NZ radio

Used VPN to watch shows on overseas website

Listen to iHeartRadio

Online international radio

Look for extra material online about a TV show

2018 All 15+2016 15-24s2018 15-24s

Not measured in 2016


The majority of this report examines the behaviour of New Zealand audiences on a daily basis and how that is changing over time. The chart below summarises the daily reach of the main media New Zealanders engage with.

BASE: All respondents: (2018 15-24s - n=221; 2016 15-24s - n=249; 2018 All 15+ – n=1,414)

DAILY REACH OF ALL MEDIA | % OF ALL NZERS

Note: TV viewing includes live & time shifted viewing, in and out of home.

78%

78%

56%

46%

46%

45%

32%

30%

25%

24%

21%

20%

10%

9%

5%

5%

84%

72%

41%

67%

29%

45%

46%

30%

31%

25%

46%

29%

7%

14%

5%

52%

39%

37%

66%

30%

55%

39%

16%

37%

19%

20%

41%

7%

9%

19%

4%


Music online/streamed (Eg. YouTube, Spotify)

Total (net) SVOD


NZ SVOD (Eg. Netflix, Lightbox)





NZ Ondemand

Music (iPod, CDs)


Listened to a podcast

Online NZ radio



2018 All 15+2016 15-24s2018 15-24s


Among 15-24 year olds online media has overtaken traditional media in terms of audience size. • Online video and music

streaming both reach nearly eight in ten 15-24 year olds each day.

• SVOD shows the biggest growth since 2016 (56%) over-taking the audience of declining linear TV (46%).

• Radio audiences are stable among 15-24 year olds.


Q

68%

54%

54%

47%

36%

24%

23%

19%

18%

14%

11%

11%

72%

57%

33%

30%

48%

33%

20%

14%

30%

14%

5%

15%

42%

32%

23%

27%

19%

20%

43%

13%

25%

7%

11%

6%

YouTube (for online video)

Facebook (for online video)

Spotify

Netflix in NZ

YouTube (for music)

TVNZ 2

TVNZ 1

TVNZ Ondemand

Three

The Edge

NZ Herald (for online video)

ZM

Online video sites Youtube and Facebook deliver the biggest daily audiences of 15-24 year olds, followed by Spotify, NZ Netflix and Youtube (for music). TVNZ 2 and TVNZ 1 deliver the biggest daily audiences on traditional broadcast media.

Which of the following did you use yesterday?


MOST POPULAR CHANNELS, SITES & STATIONS (ABOVE 10% REACH ) | % OF ALL NZERS

2018 All 15+2016 15-24s2018 15-24s

Four more channels, sites or stations reach 10% of 15-24s each day:• Netflix from overseas • Stuff (for online video)• Mai FM • Apple Music


15-24 year olds demonstrate significantly different behaviour to older New Zealanders with online media dominating their choices over traditional media

• Age and life stage are the most influential differentiators of New Zealand audience behaviour, with online media most popular among younger New Zealanders and traditional media most popular among older New Zealanders.

• The main study shows that the generation gap typically occurs between the ages 40 and 45, with differences in behaviour becoming more extreme at the oldest and youngest ends of the age spectrum.

• This report therefore summarises the behaviour of the audience that is most strongly aligned to online media, and the preceding charts demonstrate the popularity of these media types.

• Given the relative new-ness of these media it follows then that this audience are also more likely to be earlier adopters of new technology and behaviour. This is demonstrated in this report by the fact that 15-24 year olds are the most likely to have changed the way they use Ondemand from a catch up service to using it as a source of content.

• However it is not possible to use 15-24 year olds current behaviour to predict the future shape of total media consumption. This is because life stage also plays a role in driving audience behaviour. Music consumption is a good example of this effect. This report shows the popularity of streaming music among this age group. However previous generations also shows us that this level of interest tends to wane as people move in to later life stages. So it may be with other media choices as 15-24s move in to new stages in life.

DAILY MEDIA CONSUMPTION


Q

Among 15-24 year olds online media has overtaken traditional media in terms of audience size. Online video and music streaming both reach nearly eight in ten 15-24 year olds each day. SVOD shows the biggest growth since 2016 (56%) over-taking the audience of declining linear TV (46%). Radio audiences are stable among 15-24 year olds.

We’d like to ask you about the different types of entertainment you used yesterday. For each of the following types of entertainment, I’d like you to tell me if you did that activity for 5 minutes of more during the time period I read out. It doesn’t matter if you were also doing something else at the time.


DAILY REACH OF ALL MEDIA | % OF ALL NZERS

Note: TV viewing includes live & time shifted viewing, in and out of home.

The biggest declines in audience size are:• Linear TV – down 31%

› Mainly due to decline in pay TV platform viewing (down 30%), but also FTA platform viewing (down 19%)

• Music on physical formats –down an enormous 54%.

The biggest increases are: • Total SVOD – up 37%

› Due to a 59% increase in NZ SVOD services

• Music streaming – up 8%

78%

78%

56%

46%

46%

45%

32%

30%

25%

24%

21%

20%

10%

9%

5%

5%

84%

72%

41%

67%

29%

45%

46%

30%

31%

25%

46%

29%

7%

14%

5%

52%

39%

37%

66%

30%

55%

39%

16%

37%

19%

20%

41%

7%

9%

19%

4%



Total (net) SVOD







NZ Ondemand

Music (iPod, CDs, vinyl)


Listened to a podcast

Online NZ radio



2018 All 15+2016 15-24s2018 15-24s



Q

Online video and streamed music draw the biggest audiences among 15-24 year olds throughout the day. Radio is third most popular until 6pm when NZ based SVOD attracts a bigger audience, only slightly ahead of linear TV.


All respondents (2018 15-24s – n=221)

REACH OF MEDIA OVER THE DAY | % OF ALL NZERS

0%

10%

20%

30%

40%

50%

60%

70%

80%

6am - 9am 9am - 6pm 6pm - 8.30 pm 8.30pm -10.30pm

10.30pm -midnight

Total Linear TV

Live NZ Radio

Online video (YouTube, Facebook)

Music streamed (YouTube, Spotify)

NZ Ondemand

Overseas SVOD

NZ SVOD


Q

Among other media only music on physical formats and newspapers attract more than 10% of 15-24 year olds at any point in the day.


All respondents (2018 15-24s – n=221)

REACH OF MEDIA OVER THE DAY | % OF ALL NZERS

0%

10%

20%

30%

40%

50%

60%

70%

80%

6am - 9am 9am - 6pm 6pm - 8.30 pm 8.30pm -10.30pm

10.30pm -midnight


Music (iPod, CDs)


Online NZ Radio

Online International Radio

Podcast


Q

While online video and streamed music attract the biggest audiences of 15-24 year olds, SVOD encourages the longest time spent – more than three hours a day among users. Among those who use each media, 15-24 year olds dedicate the second most time to watching linear TV – over two and a half hours a day.

Between (TIME PERIOD) about how long did you (activity) for?

All who used each media yesterday

TIME SPENT CONSUMING MEDIA | AVERAGE MINUTES PER DAY AMONG USERS OF EACH MEDIA

120

155

204

159

147

117

139

155

118

92

111

90

69

40

122

117

192

166

135

84

145

134

144

104

113

65

44

100

143

184

226

150

185

223

141

169

115

97

87

110

107



Total (net) SVOD




TV (via pay TV platform)


TV (via free to air platform)

NZ Ondemand

Music (iPod, CDs)

Podcast

Online NZ radio


Note: in this chart average total minutes are based

only on people who engage with each media (i.e.

excludes zero minutes).

Media ranked in order of daily reach.


2018 All 15+2016 15-24s2018 15-24s

DAILY MEDIA CONSUMPTION BY CHANNEL, SITE & STATION


Q

24%

23%

18%

8%

5%

4%

4%

3%

3%

2%

33%

20%

30%

9%

8%

2%

3%

6%

20%

43%

25%

10%

12%

3%

2%

4%

2%

3%

2%

2%

2%

2%

1%

1%

1%

1%

1%

7%

8%

2%

6%

1%

1%

2%

1%

7%

2%

2%

1%

3%

2%

2%

3%

1%

1%

9%

Following the decline in reach of linear TV overall, the daily reach of most TV channels shows a decline since 2016 among 15-24 year olds. TVNZ 2 remains the most popular but the significant decline in the reach of Three means TVNZ 1 is now the second most popular channel among 15-24 year olds.

Thinking about yesterday overall, which of the following TV channels did you watch?


DAILY REACH OF TV CHANNELS | % OF ALL NZERS

TVNZ 2

TVNZ 1

Three

SKY Sport 1, 2, 3, 4, 5 or ESPN

Prime

Bravo

The Edge

DUKE

SKY Kids Channels

Discovery

SKY Movies Premiere/Greats/Extra…

E!

Comedy Central

Maori TV

Food TV

Crime & Investigation

The Living Channel

Jones

BBC Knowledge

Other TV Channel

2018 All 15+2016 15-24s2018 15-24s




Q

Unlike older New Zealanders word of mouth (social media, friends and family) is the most common source of awareness of new TV shows among 15-24 year olds. TV ads and channel surfing have both fallen as linear TV viewing falls among this group.

In which of the following ways do you usually become aware of New Zealand made TV shows?

All Respondents: (2018 15-24s - n=221; 2016 15-24s - n=249; 2018 All 15+ – n=1,414)

HOW PEOPLE BECOME AWARE OF NZ MADE TV SHOWS | % OF ALL NZERS

71%

62%

55%

35%

30%

18%

15%

13%

4%

6%

68%

61%

64%

48%

26%

20%

21%

21%

3%

4%

41%

47%

62%

42%

25%

28%

29%

13%

4%

6%

Social media like Facebook

Friends and family

TV ads for programmes

Surfing through channels

TV sites such as TVNZ Ondemand and 3NOW

The onscreen programme guide / EPG

Newspapers & magazines like TV Guide

Websites other than social media and TV sites

Other source

Don't know

2018 All 15+2016 15-24s2018 15-24s


Q

41%

40%

19%

14%

68%

18%

32%

51%

17%

There has been little significant growth in reach of any Ondemand site since 2016, with TVNZ Ondemand continuing to be the most popular. However there has been a significant shift in how 15-24 year olds use Ondemand with equal numbers now using it as a source of content as for catching up.

Thinking about yesterday overall, which of the following websites did you watch?Thinking about when you used TVNZ, 3NOW, Prime or SKY Ondemand yesterday, did you use it to…?


DAILY REACH OF NZ ONDEMAND SITES | % OF ALL NZERS WHY USED ONDEMAND YESTERDAY | % OF ALL ONDEMAND USERS

Base: All NZ Ondemand users (2018 15-24s – n=65; 2016 15-24s - n=187; 2018 – n=269)

19%

6%

5%

4%

0%

76%

14%

6%

8%

1%

75%

13%

4%

5%

2%

1%

81%

TVNZ Ondemand

SKY Ondemand/SKY Go

3NOW/Three Ondemand

Māori TV Ondemand

Prime Ondemand

Did not watch Ondemand

Watch a show that you usually watch online and not on TV

Catch up with all or part of a show you had missed on TV

Both

2018 All 15+2016 15-24s2018 15-24s

2018 All 15+2016 15-24s2018 15-24s

txt/txt Indicates significant change at 95% c.i.


Q

The growth of the SVOD audience overall has been driven by the growth of NZ based SVOD services and of NZ Netflix in particular which now reaches nearly one in two 15-24 year olds each day. Lightbox also shows growth since 2016 among 15-24 year olds.

Thinking about yesterday overall, which of the following websites/services did you use to watch TV shows?


DAILY REACH OF SVOD SERVICES | % OF ALL NZERS

New question in 2016.

2018 All 15+2016 15-24s2018 15-24s

47%

10%

8%

4%

2%

8%

30%

8%

3%

2%

1%

14%

30%

5%

5%

2%

4%

4%

Netflix in NZ

Netflix from overseas

Lightbox

Neon

NZ On Screen

Another site


Q

Youtube and Facebook remain easily the most popular source of online video among 15-24 year olds. NZ Herald shows the biggest growth in online video audience since 2016 among 15-24 year olds.

Thinking about yesterday overall, which of the following websites did you use to watch video?


DAILY REACH OF ONLINE VIDEO SITES| % OF ALL NZERS

2018 All 15+2016 15-24s2018 15-24s

68%

54%

11%

10%

9%

2%

2%

2%

1%

1%

7%

72%

57%

5%

11%

9%

2%

5%

42%

32%

11%

12%

2%

2%

1%

1%

4%

YouTube or Vimeo

Facebook

NZ Herald

Stuff

Buzzfeed

Radio NZ

Vice

Watchme

Newsroom

Spinoff

Another site






Q

Given the popularity of Youtube and Facebook among 15-24 year olds it is perhaps not surprising that user generated clips are the most popular type of content over news content.

Which of the following types of video did you watch on these sites?

All Who watch online video (2018 15-24s – n=207; 2018 – n=736)

TYPES OF ONLINE VIDEO WATCHED| % OF NZERS WHO WATCH ONLINE VIDEO


2018 All 15+

2018 15-24s

80%

36%

22%

15%

7%

4%

15%

68%

45%

15%

15%

8%

5%

18%

Short clips made by other users of that site

News content

Webseries

Live stream

Interactive documentary

Virtual reality or augmented reality content

Other type


Q

2%

2%

2%

1%

1%

1%

1%

2%

6%

2%

3%

4%

3%

1%

1%

5%

4%

9%

3%

1%

1%

10%

Sound

RNZ National

Hauraki

George FM

Magic

Life

BFM

Rova

Other

14%

11%

10%

4%

4%

4%

4%

4%

3%

3%

14%

15%

9%

6%

5%

1%

4%

5%

2%

7%

6%

4%

5%

2%

5%

5%

4%

3%

8%

The Edge

ZM

Mai FM

The Rock

Flava

The Breeze

More FM

Classic Hits/The Hits

iHeartRadio

Newstalk ZB

The Edge, ZM and Mai FM continue to attract the biggest radio audiences of 15-24 year olds each day.

Thinking about yesterday overall what New Zealand radio stations did you listen to either on radio or online?


DAILY REACH OF ALL RADIO STATIONS | % OF ALL NZERS

2018 All 15+2016 15-24s2018 15-24s




Q

Spotify’s reach among 15-24 year olds has grown significantly since 2016, over-taking Youtube for listening to music and reaching more than one in two of this audience each day. The audience listening to Youtube has fallen since 2016 but still reaches more than one in three 15-24s each day.

Thinking about yesterday overall, which of the following websites did you use to watch video?


DAILY REACH OF MUSIC SITES| % OF ALL NZERS


txt/txt Indicates significant change at 95% c.i.

2018 All 15+2016 15-24s2018 15-24s

54%

36%

10%

7%

3%

33%

48%

11%

9%

8%

23%

19%

4%

2%

3%

Spotify

YouTube or Vimeo

Apple Music

Soundcloud

Another site

MUSIC CONSUMPTION AND BEHAVIOUR


Q

The popularity of streamed music among 15-24 year olds means it is now the main source of new music among this audience. Friends and family are next most common. Radio however remains a source of new music for more than six in ten 15-24 year olds.

In which of the following ways, if any, do you usually find out about new music?


SOURCES OF AWARENESS OF NEW MUSIC | % OF ALL NZERS

85%

72%

62%

21%

20%

19%

13%

7%

6%

10%

2%

85%

79%

62%

32%

27%

22%

13%

11%

9%

13%

1%

50%

60%

60%

16%

21%

19%

11%

19%

5%

6%

10%

Streaming services (Eg. YouTube, Spotify, SoundCloud, iTunes)

Friends or family

NZ radio stations broadcast on radio or online

In shops

Music TV stations

Live performances

Websites such as podcasts, music review sites, blogs, gig guides

Newspapers & magazines

Overseas radio stations online

Some other way

None, don't often hear new music

2018 All 15+2016 15-24s2018 15-24s


Q

91%

83%

42%

37%

33%

6%

3%

8%

1%

93%

75%

43%

32%

22%

11%

2%

70%

52%

18%

22%

25%

6%

1%

6%

17%

Nearly every 15-24 year old has listened to music online. Youtube continues to draw a bigger audience over the course of a week, but Spotify’s audience has grown significantly since 2016 and it now draws a bigger daily audience. This suggests Spotify has an audience that is smaller but which listens more frequently.

Which of the following have you ever listened to music on?; Q13d: About how often do you listen to…?


EVER USE TO LISTEN TO MUSIC | % OF ALL NZERS WEEKLY REACH | % OF ALL NZERS

YouTube/Vimeo

Spotify

SoundCloud

Apple Music

iHeartRadio

Rova

Tidal

Other

None of these

74%

65%

16%

11%

8%

3%

84%

45%

15%

16%

6%

46%

32%

8%

4%

9%

3%

YouTube/Vimeo

Spotify

Apple Music

SoundCloud

iHeartRadio

Rova

34% every day

46% every day




2018 All 15+2016 15-24s2018 15-24s

DEVICES PERSONALLY OWN OR HAVE DAILY ACCESS TO


Q

96%

92%

85%

75%

73%

52%

48%

41%

38%

91%

88%

85%

72%

42%

42%

46%

28%

33%

82%

83%

88%

78%

49%

43%

57%

39%

36%

Smartphone

PC or laptop for personal use

Working TV

Working radio

Netflix

UFB

Tablet such as an iPad

Smart TV connected to Internet

PVR (MySKY, MyFreeview)

37%

36%

35%

26%

17%

15%

10%

2%

21%

46%

30%

7%

16%

12%

5%

28%

39%

17%

19%

20%

10%

7%

4%

Chromecast

SKY TV

Games console through which you watchOndemand

Lightbox

FreeviewPlus/MyFreeviewPlus

Apple TV

Neon

Vodafone TV

Smartphones, PC/laptops and TVs remain the most common technologies among 15-24 year olds. The rapid growth of Netflix however makes it the fourth most common technology or media platform among 15-24 year olds – higher than UFB penetration. SKY TV penetration has fallen to one in three 15-24 year olds.

Which of the following, if any, do you personally own or have daily access to?


DEVICES AND SERVICES PERSONALLY OWN OR HAVE ACCESS TO| % OF ALL NZERS


2018 All 15+2016 15-24s2018 15-24s

where are the audiences? · the 2016 study, and timed for after the commonwealth games which could...

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