I’m sure most of you have subscriptions to AT LEAST one tv streaming services, I know I sure do. But does the height or streaming subscriptions mean that linear TV consumption is dead?
The answer is no. In fact 78% of Australians watch linear TV, whilst 18% exclusively use streaming. However, 75% tune in to both! And the driving force for this statistic is the rapid increase in Smart TVs. A trend we need to address is the use of Smart TVs. Around 56% of Australians use a smart TV, providing users with access to both linear TV and streaming services. So what does this mean for advertising? It highlights the strength of TV advertisements and the importance of incorporating an integrated approach, blending linear and on-demand advertisement, to achieve the most successful campaigns.
However what is even more interesting is that Smart TV use has had a huge impact on the amount of Australians who watch catch-up tv – this includes programs such as 9Now and 7Plus. In fact, over 23.5% of Australians use these services. That’s over 6 million people! Also, the bonus of catch-up tv is that you can not only target consumers based on behaviour and habit but also on postcode. But of key importance is that face that ads on catch-up TV can’t be skipped! Meaning your viewer is far more likely to be exposed and engage with your advertisement. For all you marketers out there, TV isn’t dead, and catch-up TV is the new goldmine in Australia.
How many of you watch linear TV, streaming services, or a blend of both? Share your thoughts below.
Don’t forget to tune in next week as we continue this topic and delve into why marketers need to not only be across promotion through TV but also through streaming channels. The space of advertising in streaming channels is about to radically change and you’ll want to be up to date with these changes.
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Blogging with Katie Heath 
14 responses to “TV Advertisement. Dead or Alive?”
I feel like people are overseeing this as a means of advertising, but its still definitely thriving!
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I think so too!
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I did not expect TV consumption to still be so high in Australia. TV ads however have such a huge place in Australian culture so I agree that brands need to continue to expose themselves to this large audience.
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I guess we forget that older demographics don’t use streaming websites as prevalently as us
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Interesting topic Katie. I actually did not realise how popular linear TV is! Maybe streaming services aren’t as ahead as I thought they were.
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I think we just need to cover all bases when it comes to TV advertisement!
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Wow I did not think TV consumption would still be this high in Australia ! Very interesting topic
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It really surprised me too!
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Super interesting post! I would be intrigued to know how effective these ads truly are in influencing purchasing decisions.
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Good point! Definitely something I am going to investigate further
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If Netflix incorporates it, into the new pay tier they have been discussing, then its defs going to make a revive
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Will be interesting to find out
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With so many ways to watch TV today, I think separating your analysis into segments of the market is so smart! I can definitely see linear TV is trying to revitalise itself, but I’ve seen lots of stats on poor ratings and big debut shows that are flopping. I wonder if these low ratings affect advertisements or if they aren’t as affected as the shows themselves.
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I think that is where catch up tv comes into play, as that is where linear tv is still thriving in Australia
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