Where are the audiences?

New Zealanders are staying with traditional broadcast media for their daily media consumption, but music and the young are shifting fast to digital platforms.

Radio · Music · Digital · Television · NZ on Air · 8th July 2014

Overview

In April 2014 Colmar Brunton, commissioned by NZ On Air, carried out a phone and online survey of 1,400 New Zealanders aged 15 plus. The survey asked respondents about what media they consumed "yesterday" and also if they had "ever used" particular media.

It is the first independent, publicly available New Zealand research across media types.

NZ On Air funds content for television, radio and online audiences. We will go where the audiences are - so having a clear understanding of where they are, and how media consumption is changing is important to our strategy.

This inaugural survey forms a benchmark against which, over time, we will monitor changing audience behaviour.

This survey included 400 people interviewed online, as the 2013 Census showed 15% of households have no landline.

The survey has a margin of error of +/-2.6%


Key Findings

The survey found 83% of respondents watched live television daily, while 67% listened to live radio and both for a considerable amount of time each day – more than any other media.

12% of viewers used one of the broadcasters’ On Demand websites to watch a broadcast programme when it suited them, while 6% use overseas online TV sites such as Netflix, BBC iPlayer, and Hulu.

Predictably, it’s among the younger generation that the online move is most obvious. While 76% of 15 – 24 year olds watched linear television daily, 66% watched videos online (Youtube or Vimeo) the previous day.

While radio is still popular, music is moving online faster than other content, and young people are leading the charge.

When asked where they became aware of new music, 60% of all respondents said on the radio, 36% said via streaming services such as Spotify, Youtube and Soundcloud. Among 15-24 year olds the latter figure jumps to 67%. Newer market entrants Spotify and iHeartRadio have already achieved a weekly reach of 12% and 5% respectively.

Download and read the full report.

Average weekly reach of all media