The television viewing experience has changed forever according to research released by IAB Australia . The research explores new ground in the ongoing dramatic shift on consumers’ television viewing habits and offers marketers insights into reaching audiences as connected TV ownership and multiscreening becomes more prevalent.
According to the study, The Changing TV Experience: Attitudes and Usage across Multiple Screens, which was conducted by VisionCritical for IAB Australia, second screening is now second nature and that streaming content has very strong momentum. The report found that 71 per cent of Australian consumers’ multiscreen while watching TV on a daily basis, predominantly using their smart phone as their second screen. The data also showed that 70 per cent of those who have purchased a smart TV in the past three months are streaming content weekly or more often.
Worryingly for broadcasters scheduling sport and reality TV, the research found that these two formats do not necessarily hold the attention of consumer. Among multi-screeners just 37 per cent of those watching sport give their full attention to the TV; 38 per cent say their attention is on their second screen and 25 per cent say their focus is half and half. The results are comparable for reality TV views, with just 36 per cent giving the TV show their full attention.
The research suggests that marketers and publishers should take advantage of the second screen possibilities to deliver additional content to consumers related to the sports or reality shows being shown.
By contrast, consumers watching serious shows are more focused, with 61 per cent reporting that they given their full attention to news shows without multi screening; while 53 and 55 per cent watch only the TV for current affairs and documentaries.
According to Alice Manners, IAB CEO, connected TVs and multiscreening are irrevocably altering TV viewings.“Despite our ongoing love affair with big screens at home, the TV viewing experience has undeniably broadened beyond the living room. With this transformation to a multiscreen video experience we now have more eyeballs, more engagements and a wealth of new opportunities for marketers to reach their audience no matter how they are connected.”
The research compares favourably to recent studies conducted in the US by IAB, which found generally speaking the USA is a more developed market in terms of streaming compared to Australia, and that there is higher incidence of smart TVs and smartphones in Australia relative to the USA.
In both Australia and USA Mobile devices are preferred for content under 15 minutes while Smart TVs are preferred for movies/ TV shows
The incidence of multi-screening is similar across the two markets (71 per cent in Australia versus 78 per cent in USA) and smartphones are the dominant second screen
Tablets and smartphones both being used significantly more whilst watching TV vs. a year ago in both markets (40 per cent in the US versus 30 per cent in Australia) but viewers’ focus is still primarily on the TV when using these mobile devices
Almost one in four Americans own a streaming device (vs. 15 per cent of Australians)
A third of streaming device/ smart TV owners in the USA are using their devices daily to stream content (versus 20-23 per cent in Australia)
Americans generally stream more on each device compared to Australians versus. a year ago. One key driver of this difference between the markets is that a greater proportion of Americans subscribe to more sources for online video content (due to availability)
Greater experience of streaming content in the USA is potentially driving a more positive perception of the quality of the streaming experience compared to broadcast/ pay TV
One in five Australians versus one in four Americans who own a streaming device have acquired it in the past three months
Streaming devices is the key area of momentum for device usage, especially in Australia where 50 per cent of owners are using their streaming device more than they were a year ago