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

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
Alex Dalidakis
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