Friday, October 26th, 2012 - Roy Morgan Research
Nearly 2.2 million (11.7%) Australians aged 14+ stream catch-up TV online in an average four week period. Men and women have vastly different network preferences when choosing which Catch-up TV they’ll watch online.
 
Online Catch-up TV audiences of SBS, ABC iView and Ninemsn Video have a strong male skew, while women dominate Ten Watch TV Online and Yahoo!7 TV Plus7’s Catch-up TV audiences. These findings are from the new, multi-mode Roy Morgan Research Single Source survey for the 12 month period to June 2012.


Online Catch-Up TV Viewing: Gender split by network website


Source: Roy Morgan Single Source (Australia), July 2011 – June 2012. Base: Australians aged 14+ streamed catch-up TV online (n = 2,137).


ABC iView has the most Catch-up TV viewers, with nearly 1.2 million Australians visiting this website in an average four week period, followed by Yahoo!7 TV Plus7 with 800,000 visitors. According to the Yahoo!7 TV Plus7 website, their ‘Most Liked Shows’ are Home & Away, Castle, Grey’s Anatomy and Criminal Minds.

Andrew Braun, Mobile, Internet & Technology Industry Director, Roy Morgan Research, says:
 
“The number of Australians streaming Internet TV has more than doubled within the last 2 years. Initially men were more likely to adopt this new Internet technology, but over the past 2 years women have embraced streaming Internet TV at a faster rate and are now almost as likely as men to be watching Catch-up TV online.

“Roy Morgan’s Single Source data shows programs like ‘Home & Away’, ‘Winners & Losers’ and ‘Grey’s Anatomy’ skew to a female audience. With these programs also being among the most popular Catch-up TV shows on Yahoo!7 TV Plus7 it’s not surprising that more women than men are visiting the Yahoo!7 TV Plus7 website.

“Looking at Catch-up TV viewers based on Roy Morgan Technology Adoption Segments reveals that ‘Technology Early Adopters’ are the most likely to be watching Catch-up TV online, followed by the ‘Professional Technology Mainstream’ segment. There is also noticeable interest in watching Catch-up TV online among ‘Older Tech Explorers’, particularly SBS Watch TV Online and ABC iView.

“These insights are among many available as part of the Roy Morgan Digital Universe data.  Businesses are using this data to accurately track website behaviour and combine that behaviour with a rich variety of demographics, attitudes, technology consumption or product and brand information.”

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Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
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TV, television, viewing, ratings,

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