Imagine turning on the TV and being assured of finding something you want to watch. While this may be inconceivable for many, it’s a fact of life for the 29% of Australians aged 14+ who subscribe to Pay TV. With nearly 100 channels to choose from, Pay TV’s 5,478,000 viewers are spoiled for choice. But which of these channels are most popular?
According to the latest data from Roy Morgan Research for the year to March 2013, Discovery Channel is the top choice of Pay TV viewers, with 1,435,000 (or 7.6% of the population) reporting that they ‘especially choose to watch it’ — as opposed to watching it because someone else is, or because there’s nothing else on.
Fox channels account for the following three favourites: Fox Sports 1, Fox8 and Fox Sports 2 (6.8%, 6.8%, and 6.4% respectively), with now-defunct channel Movie One taking fifth place (6.1% of Australians especially chose to watch it when it was on the air).
Who watches what?
Seven of the ten most popular Pay TV channels attract more male fans than female, while Movie One and Movie Two — both of which ceased broadcasting at the end of 2012 but still rated highly among respondents — were slightly more popular with women. Women comprise an emphatic majority (68.9%) of those who make a point of watching the Lifestyle Channel.
With the exception of the youth-oriented Fox8 and the two Movie channels, fans of these popular Pay TV channels seem to increase incrementally with age, with the 14-24 age bracket watching the least and 50-64 year-olds being especially likely to tune in.
Source:Roy Morgan Single Source (Australia), April 2012 – May 2013 (n = 51,172).
George Pesutto, General Manager – Media & Communications, Roy Morgan Research, says:
“Almost one third of Australians subscribe to Pay TV, making it a viable option for advertisers keen to reach a wide audience.
“In keeping with our data that New South Wales has the country’s highest incidence of Pay TV subscriptions, nearly all of these popular channels attract a high proportion of NSW fans, suggesting that NSW-based businesses might be especially well placed to explore Pay TV as a marketing medium.
“Knowing which programs Australian viewers especially choose to watch, and understanding which channels are chosen by various segments of the population, allows marketers to target their advertising for maximum impact.”
Roy Morgan Research
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.
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