WHERE ARE THE AUDIENCES?€¦ · music attracts the biggest Pacific Island audiences each day,...
Transcript of WHERE ARE THE AUDIENCES?€¦ · music attracts the biggest Pacific Island audiences each day,...
WHERE ARE THE AUDIENCES?
Full Report – Pacific Island peoples
Glasshouse Consulting May 2018 | SLIDE 2
Introduction
• New Zealand On Air’s (NZ On Air) two yearly “Where Are The Audiences?” study is an important input in understanding how to reach New Zealanders overall and harder to reach audiences in particular.
• This report summarises the results from NZ On Air’s 2018 “Where Are The Audiences?” study based on Pacific Island peoples.
− It compares the 2016 and 2018 results among Pacific Island peoples, as well as comparing to the 2018 results among all New Zealanders.
Glasshouse Consulting May 2018 | SLIDE 3
Research Approach - Overview
• The first priority in the design and conduct of the 2018 study was to ensure valid and robust comparisons could be made to previous studies. Therefore the overall approach, timing of the study, sampling and respondent definition, question flow and most wording, and post-weighting factors were kept consistent with the 2014 and 2016 studies.
• This included asking respondents about their behaviour “yesterday” within specific time periods between 6am and midnight. This technique enables the creation of accurate, survey based measures of actual behaviour by grounding responses in behaviour that is fresh in respondents’ minds and within specific parts of an actual day.
• For the NZ On Air main study a total sample of n=1,414 was developed among all New Zealanders aged 15 and over, with representative samples created for each day of the week (n=200 per day) so that results can be extrapolated to a “typical” day. This sample included a sub-sample of n= 107 Pacific Island peoples.
• In order to boost the robustness of the analysis based on Pacific Island peoples alone and enable more detailed and reliable analysis of subgroups within that ethnic group, a separate booster sample of n=157 Pacific Island peoples was commissioned. This sample was developed via online interviewing using the Research Now/SSI research panel.
• This booster sample has been combined with the Pacific Island respondents from the main study. This report is based on n = 264 Pacific Island respondents who were included in the main study and booster sample.
• The total sample from the main study has a maximum margin for error of +/-2.6%, and the total sample of Pacific Island peoples has a maximum margin for error of +/-6.0%.
Glasshouse Consulting May 2018 | SLIDE 4
Research Approach
• As in 2014 and 2016, a mixed methodology of telephone and online interviewing was used to conduct the main NZ On Air study.
• N=1,002 interviews were completed by telephone using random digit dialling, and n=412 interviews were completed online using Consumer Link’s Flybuys research panel.
− This included regional sample stratification, and minimum quotas for males, 15-24 year olds and ethnicity.
• The online interviews for the main study were conducted among consumers without access to a home landline.
− The 2013 Census showed that 15% of people live in homes without a landline, however this incidence will have undoubtedly grown since 2013. Nielsen CMI data was used to estimate the 2018 incidence at 35% (it was estimated as 25% in 2016).› In 2013 Nielsen CMI estimated non-landline penetration at 25% (compared to 15% in the Census). In 2016 Nielsen estimated this incidence at 45%.
Given the previous over-estimate compared to the 2013 Census result, we factored the 2018 estimate down to 35%.
• The online interviews for the booster sample were conducted among all Pacific Island peoples with and without landlines.
• All interviewing was conducted between April 16 and May 13. Fieldwork was conducted at the same time of year as the 2016 study, and timed for after the Commonwealth Games which could have abnormally influenced audience behaviour during that two week period.
• Respondents were defined as all New Zealanders and all Pacific Island peoples aged 15 and over.
• The samples from the main study and the booster sample have been combined and then post-weighted as per the 2013 Census by age and gender to ensure it was representative of the 15+ Pacific Island peoples population;
− Note that these age weights are significantly different to the total NZ 15+ population due to the much younger profile of the Pacific Island population compared to the general population.
Glasshouse Consulting May 2018 | SLIDE 5
Research Scope
• The study investigated the media consumed “yesterday”, for how long, and which channels, stations and sites were used. These questions measured the daily behaviour of the main broadcast, print, online and music media. The bulk of this report examines daily audience behaviour.
• The study also captures the weekly reach of all media, including less frequently used media not covered by the daily measures, so as to provide a single point of comparison of all media included in this study. The first chart in the Summary section examines this overall comparison of all media based on weekly reach.
• Two key aspects were not included in this study or previous studies;
− Device used to consume media. (Ownership and access to devices was collected.)
− Simultaneous media consumption.
• Apart from changes to specific channels, sites and stations to ensure accuracy, other changes were made to the survey since 2016 to reflect the changing media landscape. These included;
− Measuring podcast consumption for the first time.
− Removal of specific questions relating to webseries as these are now measured as a type of online video (see next point)
− Measuring types of video watched online on sites such as YouTube and Facebook
• The results in this study will not exactly match data from sources such as TV ratings, radio surveys, or online analytics as the methodologies are different. However this study does provide a unique, single source comparison across all media.
Glasshouse Consulting May 2018 | SLIDE 6
Market Context
• When examining changes since 2016 it is useful to note the main developments that have taken place during the intervening two years, and also the developments that preceded 2016.
• This information gives insight in to the stimulus for changes in audience behaviour and also the rate of change in audience behaviour.
Developments 2014 -2016 Developments 2016-2018
PUTs declines PUTS declines
NZ launch of Netflix, Lightbox, Neon, NZ On Screen Closure of FOUR, TVNZ Kidzone, The Zone
Launch of TVNZ Duke, The Zone, Jones!, Discovery Turbo, Garage Launch of Bravo, HGTV, Viceland, Jones! Too
Restrictions put in place on VPN use after broadcasters challenged “Global Mode” services from ISPs
Closure of Igloo
Launch of Apple Music
Launch of FreeviewPlus, Chromecast
Launch of NZME’s Watchme
OVERALL SUMMARY
Weekly Reach
Daily Reach
Most popular channels, sites and stations
Glasshouse Consulting May 2018 | SLIDE 8Base:
Q
Weekly reach is the benchmark for all media covered in this study. Online video has grown slightly since 2016 to attract a bigger weekly audience than TV and radio, both of which are stable. SVOD has grown significantly, driven by NZ based SVOD services, as has Ondemand since 2016. The stability of linear TV masks the significant decline in viewing via SKY TV while the FTA platform audience grows.
We’d like you now to think about what you do over a typical week. Please tell me about how many days per week you would usually do each of the following.
All respondents: (2018 Pacific - n=264; 2016 Pacific - n=83; 2018 All 15+ – n=1,414)
WEEKLY REACH OF ALL MEDIA | % OF ALL NZERS
84%
83%
74%
68%
67%
66%
62%
61%
61%
59%
54%
79%
82%
74%
51%
75%
72%
71%
51%
37%
46%
42%
72%
82%
78%
62%
52%
46%
67%
44%
48%
54%
32%
52%
43%
31%
29%
25%
23%
13%
11%
12%
5%
5%
55%
41%
26%
20%
15%
16%
14%
12%
7%
11%
47%
45%
18%
32%
21%
9%
6%
8%
5%
9%
5%
Apart from this opening chart and following summary this report mainly examines dailymedia consumption.
However the consumption of some media must be measured on a weekly basis due to less frequent usage.
Therefore weekly reach provides the best comparison of all media measured in this study.
Online video (Eg. YouTube, Facebook)
Total (net) Linear TV
Live New Zealand Radio
Total (net) SVOD
TV (via Pay TV platform)
Listen to music on YouTube
Newspaper (including online)
Ondemand
NZ SVOD (e.g. Netflix, Lightbox)
TV (via FTA platform)
Overseas SVOD (e.g.Netflix, Hulu)
Music (CDs, iPod, vinyl)
Magazine (including online)
Online NZ radio
Listen to music on Spotify
Listen to podcasts
Online international radio
Look for extra material online about a TV show
Streamed, downloaded, torrented TV shows
Downloaded songs/albums for free
Listen to iHeartRadio
Used VPN to watch shows on overseas website
2018 All 15+2016 Pacific2018 Pacific
Not measured in 2016
Glasshouse Consulting May 2018 | SLIDE 9
The majority of this report examines the behaviour of New Zealand audiences on a daily basis. The chart below summarises the daily reach of the main media Pacific Island peoples engage with.
BASE: All respondents: (2018 Pacific - n=264; 2016 Pacific - n=83; 2018 All 15+ – n=1,414)
DAILY REACH OF ALL MEDIA | % OF ALL NZERS
Note: TV viewing includes live & time shifted viewing, in and out of home.
63%
55%
54%
53%
47%
46%
40%
37%
33%
33%
32%
31%
18%
16%
9%
8%
66%
74%
33%
65%
56%
18%
55%
33%
41%
32%
32%
30%
14%
18%
10%
52%
66%
37%
39%
55%
30%
39%
19%
41%
20%
37%
16%
9%
19%
4%
7%
Online video (Eg. YouTube, Facebook)
Total (net) Linear TV
Total (net) SVOD
Music online/streamed (Eg. YouTube, Spotify)
Live New Zealand Radio
NZ SVOD (Eg. Netflix, Lightbox)
TV (via Pay TV platform)
NZ Ondemand
Newspaper (including online)
Music (iPod, CDs)
TV (via FTA platform)
Overseas SVOD (Eg. Netflix, Hulu)
Online NZ radio
Magazine (including online)
Online international radio
Listened to a podcast
2018 All 15+2016 Pacific2018 Pacific
Not measured in 2016
On a daily basis online video now attracts the biggest audience among Pacific Island peoples. However the overtaking of traditional media is due to a significant decline in linear TV, driven by a significant decline in viewing via SKY TV, rather than an increase in online video viewing. Overall SVOD, driven by NZ based SVOD services, shows a significant increase in audience since 2016. Both streamed music and broadcast radio attract about one in two Pacific Island peoples, however both show declines in audience size since 2016.
Glasshouse Consulting May 2018 | SLIDE 10Base:
Q
49%
49%
35%
35%
29%
26%
25%
25%
22%
19%
50%
51%
43%
16%
27%
35%
23%
16%
29%
24%
42%
19%
32%
27%
43%
20%
13%
23%
25%
4%
YouTube (for onlinevideo)
YouTube (for music)
Facebook (for onlinevideo)
Netflix in NZ
TVNZ 1
TVNZ 2
TVNZ Ondemand
Spotify
Three
Mai FM
Given the popularity of online video overall it is not surprising that YouTube for video and for music attracts the biggest Pacific Island audiences each day, followed by Facebook video. NZ Netflix shows significant growth since 2016 to attract the fourth biggest audience, ahead of TVNZ 1, TVNZ 2, and TVNZ Ondemand. Mai FM attracts one in five Pacific Island peoples each day.
Which of the following did you use yesterday?
All respondents: (2018 Pacific – n=264; 2016 Pacific - n=83; 2018 All 15+ – n=1,414)
MOST POPULAR CHANNELS, SITES & STATIONS (ABOVE 10% REACH ) | % OF ALL NZERS
2018 All 15+2016 Pacific 2018 Pacific 13%
12%
11%
11%
11%
11%
11%
8%
19%
8%
9%
11%
5%
2%
10%
12%
4%
11%
Netflix from overseas
Flava
SKY Sport channels
Prime
SKY Ondemand
NZ Herald (for video)
Glasshouse Consulting May 2018 | SLIDE 11
Similar to the wider NZ population the main factor influencing media consumption among Pacific Island peoples is age/life stage (Ie. the generation gap).
• There is a clear generation gap in terms of media consumption between younger and older Pacific Island peoples. Below the age of 40 online media such as online video, SVOD and Ondemand tends to dominate daily audiences, while older Pacific Island peoples tend to favour traditional media such as TV, radio, newspapers and magazines.
• However the generation gap is significantly less clear cut and strong among Pacific Island peoples than among the wider New Zealand population.
• The age when it occurs varies between media but typically comes in to effect between the ages of 40 and 50. Therefore to best illustrate the generation gap the next chart summarises the daily behaviour of audiences aged under 40 and over 50.
• When examining this trend it is important to remember that the age profile of Pacific Island peoples is very young (summarised below as per 2013 Census).
− 46% aged under 20
− 74% aged under 40
− 15% aged 50 or over.
• Therefore the biggest audiences will typically be found by examining the behaviour of younger Pacific Island peoples. This profile also helps explain the finding that the biggest Pacific Island audiences are to be found on online sites rather than TV channels.
DAILY MEDIA CONSUMPTION
Glasshouse Consulting May 2018 | SLIDE 13Base:
Q
Online video now attracts the biggest audience. However this is due to a significant decline in linear TV, due to a significant decline in viewing via SKY TV, rather than an increase in online video viewing. SVOD, driven by NZ SVOD services, shows a significant increase since 2016. Both streamed music and radio attract about one in two Pacific Island peoples, although both have declined since 2016.
We’d like to ask you about the different types of entertainment you used yesterday. For each of the following types of entertainment, I’d like you to tell me if you did that activity for 5 minutes of more during the time period I read out. It doesn’t matter if you were also doing something else at the time.
All respondents: (2018 Pacific – n=264; 2016 Pacific - n=83; 2018 All 15+ – n=1,414)
DAILY REACH OF ALL MEDIA | % OF ALL NZERS
Note: TV viewing includes live & time shifted viewing, in and out of home.
The biggest declines in audience size since 2016 are:• Linear TV – down 26%
› Due to a decline in pay TV platform viewing (down 27%)
• Radio – down 16%.• Music streaming – down 18%• Newspapers – down 20%
The biggest increases are: • Total SVOD – up 64%
› Due to a 156% increase in NZ SVOD services
2018 All 15+2016 Pacific2018 Pacific
The rapid decline in listening to music on physical formats seen among New Zealanders aged under 40 is not seen among Pacific Island peoples. In addition the decline in music streaming is unique to Pacific Island peoples – though it remains very popular.
63%
55%
54%
53%
47%
46%
40%
37%
33%
33%
32%
31%
18%
16%
9%
8%
66%
74%
33%
65%
56%
18%
55%
33%
41%
32%
32%
30%
14%
18%
10%
52%
66%
37%
39%
55%
30%
39%
19%
41%
20%
37%
16%
9%
19%
4%
7%
Online video (Eg. YouTube, Facebook)
Total (net) Linear TV
Total (net) SVOD
Music online/streamed (Eg. YouTube, Spotify)
Live New Zealand Radio
NZ SVOD (Eg. Netflix, Lightbox)
TV (via Pay TV platform)
NZ Ondemand
Newspaper (including online)
Music (iPod, CDs)
TV (via FTA platform)
Overseas SVOD (Eg. Netflix, Hulu)
Online NZ radio
Magazine (including online)
Online international radio
Listened to a podcast Not measured in 2016
Glasshouse Consulting May 2018 | SLIDE 14Base:
Q
Online video draws the biggest audience of Pacific Island peoples before 6pm. After that time linear TV narrowly becomes the most popular. Music streaming and radio are second most popular to start the day among Pacific Island peoples.
We’d like to ask you about the different types of entertainment you used yesterday. For each of the following types of entertainment, I’d like you to tell me if you did that activity for 5 minutes of more during the time period I read out. It doesn’t matter if you were also doing something else at the time.
All respondents (2018 Pacific – n=264)
REACH OF MEDIA OVER THE DAY | % OF ALL NZERS
0%
10%
20%
30%
40%
50%
60%
70%
80%
6am - 9am 9am - 6pm 6pm - 8.30 pm 8.30pm -10.30pm
10.30pm -midnight
Total Linear TV
Live NZ Radio
Online video (YouTube, Facebook)
Music streamed (YouTube, Spotify)
NZ Ondemand
Newspaper (incl. online)
NZ SVOD
Glasshouse Consulting May 2018 | SLIDE 15Base:
Q
Among other media only music on physical formats and overseas SVOD attract more than 10% of Pacific Island peoples at any point in the day.
We’d like to ask you about the different types of entertainment you used yesterday. For each of the following types of entertainment, I’d like you to tell me if you did that activity for 5 minutes of more during the time period I read out. It doesn’t matter if you were also doing something else at the time.
All respondents (2018 Pacific – n=264)
REACH OF MEDIA OVER THE DAY | % OF ALL NZERS
0%
10%
20%
30%
40%
50%
60%
70%
80%
6am - 9am 9am - 6pm 6pm - 8.30 pm 8.30pm -10.30pm
10.30pm -midnight
Magazine (including online)
Music (iPod, CDs)
Overseas SVOD
Online NZ Radio
Online International Radio
Podcast
Glasshouse Consulting May 2018 | SLIDE 16Base:
Q
While online video attracts the biggest audience of Pacific Island peoples each day, the most time is dedicated to SVOD (over four hours per day among users). Linear TV is narrowly behind this on just under four hours per day. Pacific Island peoples dedicate more time than New Zealanders overall to online video, SVOD, Ondemand and music on physical formats, but less time listening to the radio.
Between (TIME PERIOD) about how long did you (activity) for?
All who used each media yesterday
TIME SPENT CONSUMING MEDIA | AVERAGE MINUTES PER DAY AMONG USERS OF EACH MEDIA
153
215
247
163
128
182
173
164
155
130
149
100
130
100
158
204
206
133
115
131
193
139
139
133
141
83
76
100
226
184
143
185
150
223
115
169
97
141
110
107
87
Online video (Eg. YouTube, Facebook)
Total (net) Linear TV
Total (net) SVOD
Music online/streamed (Eg. YouTube, Spotify)
Live New Zealand Radio
NZ SVOD (Eg. Netflix, Lightbox)
TV (via pay TV platform)
NZ Ondemand
TV (via free to air platform)
Music (iPod, CDs)
Overseas SVOD (Eg. Netflix, Hulu)
Online NZ radio
Online international radio
Podcast
Note: in this chart average total minutes are based
only on people who engage with each media (i.e.
excludes zero minutes).
Media ranked in order of daily reach.Not measured in 2016
2018 All 15+2016 Pacific 2018 Pacific
HOW DO AUDIENCES VARY ACROSS DIFFERENT MEDIA?
Glasshouse Consulting May 2018 | SLIDE 18
Similar to the wider NZ population the main factor influencing media consumption among Pacific Island peoples is age/life stage (Ie. the generation gap).
• There is a clear generation gap in terms of media consumption between younger and older Pacific Island peoples. Below the age of 40 online media such as online video, SVOD and Ondemand tends to dominate daily audiences, while older Pacific Island peoples tend to favour traditional media such as TV, radio, newspapers and magazines.
• However the generation gap is significantly less clear cut and strong among Pacific Island peoples than among the wider New Zealand population.
• The age when it occurs varies between media but typically comes in to effect between the ages of 40 and 50. Therefore to best illustrate the generation gap the next chart summarises the daily behaviour of audiences aged under 40 and over 50.
• When examining this trend it is important to remember that the overall age profile of Pacific Island peoples is very young (summarised below as per 2013 Census).
− 46% aged under 20
− 74% aged under 40
− 15% aged 50 or over.
• Therefore the biggest audiences will typically be found by examining the behaviour of younger Pacific Island peoples. This profile helps explain the finding that the biggest Pacific Island audiences are to be found on online sites rather than TV channels.
Glasshouse Consulting May 2018 | SLIDE 19Base:
Q
72%
50%
69%
72%
49%
43%
29%
14%
45%
64%
22%
20%
43%
28%
47%
25%
Online video (Eg. YouTube, Facebook)
Total (net) Linear TV
Total (net) SVOD
Music online/streamed (Eg. YouTube, Spotify)
Live New Zealand Radio
NZ Ondemand
Newspaper (including online)
Magazine (including online)
The generation gap is the main differentiating influence on audience behaviour. Below 40 online media is significantly more popular and evenly divided between online video, SVOD and streamed music, whereas above the age of 50 linear TV remains dominant. The exception is radio which attracts a bigger proportion of younger Pacific Island peoples than 50+ year olds.
We’d like to ask you about the different types of entertainment you used yesterday. For each of the following types of entertainment, I’d like you to tell me if you did that activity for 5 minutes of more during the time period I read out. It doesn’t matter if you were also doing something else at the time.
All respondents: (15-39 n=160; 50+ n=61)
DAILY REACH OF ALL THE MEDIA | % OF OLDER AND YOUNGER PACIFIC ISLAND PEOPLES
• Among 15-39s, one in two still watch TV or listen to the radio each day, but online video, SVOD and music streaming have overtaken both these traditional media.
• Among 50+ year olds linear TV remains dominant. Below this radio, online video and newspapers attract similar sized audiences among 50+ year olds.
Note: TV viewing includes live & time shifted viewing, in and out of home.
15-3950+
Glasshouse Consulting May 2018 | SLIDE 20Base:
These tables summarise the profile of the main media consumed by Pacific Island peoples each day
MEDIA LESS LIKELY TO ENGAGE MORE LIKELY TO ENGAGE
Linear TV55% daily reach overall
• 15-39 year olds (50%)− students (39%)− younger, no kids (41%)
• 45+ year olds (66%)− retirees (87%)
• Upper white collar workers (69%)• Higher income earners (earn $80k+ = 71%)
Online video63% daily reach overall
• 45+ year olds (45%)− retirees (27%)− empty nesters (41%)
• Under 40 years old (72%)− students (81%)
• Home-makers (77%)• Families (67%)
SVOD Overall54% daily reach overall
• 40+ year olds (27%)− retirees (21%)− empty nesters (38%)
• 15-34 year olds (73%)− students (69%)
Radio 47% daily reach overall
• Retirees (23%) • Upper white collar workers (61%)
Glasshouse Consulting May 2018 | SLIDE 21Base:
These tables summarise the profile of the main media consumed by Pacific Island peoples each day
MEDIA LESS LIKELY TO ENGAGE MORE LIKELY TO ENGAGE
Music Streaming53% daily reach overall
• 40+ year olds (20%)− retirees (13%)− empty nesters (16%)
• 1-2 person homes (38%)
• Under 40 years old (72%)− students (81%)− younger, no kids (65%)
Ondemand37% daily reach overall
• 50+ year olds (28%)− retirees (8%)
• 30-39 year olds (51%)− younger, no kids (48%)
Newspaper33% daily reach overall
• No significant consistent trends are evident • 55-64 year olds (80%)• Upper white collar workers (55%)
Magazine 16% daily reach overall
• No significant consistent trends are evident • 55-64 year olds (40%)• Upper white collar workers (26%)
DAILY MEDIA CONSUMPTION BY CHANNEL, SITE & STATION
Glasshouse Consulting May 2018 | SLIDE 23Base:
Q
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
4%
2%
1%
1%
2%
2%
1%
1%
1%
11%
2%
1%
1%
1%
1%
1%
1%
1%
1%
9%
National Geographic
Soho
Jones
Animal Planet
The Box
Jones Too
Discovery Turbo
Comedy Central
BBC Knowledge
Travel Channel
Garage
Some other channel
29%
26%
26%
11%
11%
7%
7%
6%
6%
6%
5%
27%
35%
29%
19%
8%
7%
3%
1%
10%
43%
20%
25%
10%
12%
5%
3%
3%
4%
2%
3%
5%
4%
4%
3%
3%
3%
3%
3%
2%
2%
2%
2%
3%
5%
13%
4%
1%
3%
1%
3%
1%
2%
2%
2%
2%
2%
1%
3%
2%
2%
3%
The decline in reach of linear TV, driven by a decline in viewing via SKY TV, results in declines in audiences since 2016 for many SKY channels and especially SKY Sport, SKY Movies and Discovery. Free to air channels, except TVNZ 2, are typically more stable. Note there is a very long “tail” of channels that attract just 1-2% daily reach among Pacific Island peoples.
Thinking about yesterday overall, which of the following TV channels did you watch?
All respondents: (2018 Pacific – n=264; 2016 Pacific - n=83; 2018 All 15+ – n=1,414)
DAILY REACH OF TV CHANNELS | % OF ALL NZERS
TVNZ 1
TVNZ 2
Three
SKY Sport 1, 2, 3, 4, 5 or ESPN
Prime
Choice TV
Bravo
Mãori TV
DUKE
The Edge
Discovery
SKY Kids channels
Crime & Investigation
Food TV
SKY Movies channels
E!
Vibe
The Living Channel
The History Channel
Vice
SKY News channels
UK TV
2018 All 15+2016 Pacific 2018 Pacific
Not measured in 2016
Not measured in 2016
Not measured in 2016
Not measured in 2016
Glasshouse Consulting May 2018 | SLIDE 24Base:
Q
TV ads continue to be the most effective means of informing Pacific Island peoples of new TV shows. Word of mouth (friends and family, social media) are next most effective, while surfing through TV channels has declined in influence since 2016, perhaps as a result of the decline in viewing via SKY TV.
In which of the following ways do you usually become aware of New Zealand made TV shows?
All Respondents: (2018 Pacific – n=264; 2016 Pacific - n=83; 2018 All 15+ – n=1,414)
HOW PEOPLE BECOME AWARE OF NZ MADE TV SHOWS | % OF ALL NZERS
61%
50%
50%
36%
28%
21%
18%
17%
4%
6%
60%
45%
58%
49%
41%
31%
32%
20%
3%
7%
62%
47%
41%
42%
25%
29%
28%
13%
4%
6%
TV ads for programmes
Friends and family
Social media like Facebook
Surfing through channels
TV sites such as TVNZ Ondemand and 3NOW
Newspapers & magazines like TV Guide
The onscreen programme guide / EPG
Websites other than social media and TV sites
Other source
Don't know
2018 All 15+2016 Pacific 2018 Pacific
Glasshouse Consulting May 2018 | SLIDE 25Base:
Q
51%
23%
26%
43%
26%
31%
51%
32%
17%
The daily reach of Ondemand overall is stable. Consequently there has been little change in the daily audiences of all Ondemand sites. TVNZ Ondemand reaches one in four Pacific Island peoples each day. Catching up remains the main reason for using Ondemand, but unlike New Zealanders overall there has been no growth in the proportion who use Ondemand as a source of content.
Thinking about yesterday overall, which of the following websites did you watch?Thinking about when you used TVNZ, 3NOW, Prime or SKY Ondemand yesterday, did you use it to…?
All respondents: (2018 Pacific – n=264; 2016 Pacific - n=83; 2018 All 15+ – n=1,414)
DAILY REACH OF NZ ONDEMAND SITES | % OF ALL NZERS WHY USED ONDEMAND YESTERDAY | % OF ALL ONDEMAND USERS
Base: All NZ Ondemand users (2018 Pacific – n=96; 2016 Pacific - n=28; 2018 – n=269)
25%
11%
8%
5%
5%
63%
23%
9%
11%
5%
67%
13%
4%
5%
2%
1%
81%
TVNZ Ondemand
SKY Ondemand/SKY Go
3NOW/Three Ondemand
Māori TV Ondemand
Prime Ondemand
Did not watch Ondemand
Catch up with all or part of a show you had missed on TV
Watch a show that you usually watch online and not on TV
Both
2018 All 15+2016 Pacific 2018 Pacific
2018 All 15+2016 Pacific 2018 Pacific
Not measured in 2016
Glasshouse Consulting May 2018 | SLIDE 26Base:
Q
The growth of SVOD overall among Pacific Island peoples has been driven mainly by NZ based Netflix. However NZ On Screen and Lightbox both show increased daily audiences since 2016.
Thinking about yesterday overall, which of the following websites/services did you use to watch TV shows?
All respondents: (2018 Pacific – n=264; 2016 Pacific - n=83; 2018 All 15+ – n=1,414)
DAILY REACH OF SVOD SERVICES | % OF ALL NZERS
New question in 2016.
2018 All 15+2016 Pacific 2018 Pacific
35%
13%
9%
5%
3%
2%
2%
3%
2%
3%
16%
11%
3%
1%
2%
1%
2%
10%
30%
5%
4%
5%
1%
1%
2%
1%
4%
Netflix in NZ
Netflix from overseas
NZ On Screen
Lightbox
Hulu
BBC iPlayer
Amazon Prime
Neon
Vodafone TV
Another site
Not measured in 2016
Not measured in 2016
Glasshouse Consulting May 2018 | SLIDE 27Base:
Q
While online video is popular its audience has not grown overall since 2016 and this is reflected in the stability in audience size of each site. YouTube and Facebook are most popular by a significant margin, with Facebook declining as new alternatives become available.
Thinking about yesterday overall, which of the following websites did you use to watch video?
All respondents: (2018 Pacific – n=264; 2016 Pacific - n=83; 2018 All 15+ – n=1,414)
DAILY REACH OF ONLINE VIDEO SITES| % OF ALL NZERS
2018 All 15+2016 Pacific 2018 Pacific 49%
35%
11%
8%
4%
3%
2%
2%
2%
1%
1%
1%
4%
50%
43%
11%
9%
3%
8%
2%
42%
32%
11%
12%
2%
2%
1%
1%
1%
4%
YouTube or Vimeo
NZ Herald
Stuff
Buzzfeed
Radio NZ
Spinoff
Newsroom
Watchme
The Wireless
Vice
Villainesse
Another site
Not measured in 2016
Not measured in 2016
Not measured in 2016
Not measured in 2016
Not measured in 2016
Not measured in 2016
Glasshouse Consulting May 2018 | SLIDE 28Base:
Q
Given the popularity of YouTube and Facebook among Pacific Island peoples it is perhaps not surprising that user generated clips are the most popular type of content over news content.
Which of the following types of video did you watch on these sites?
All Who watch online video (2018 Pacific – n=161; 2018 – n=736)
TYPES OF ONLINE VIDEO WATCHED| % OF NZERS WHO WATCH ONLINE VIDEO
New question in 2018.
2018 All 15+
2018 Pacific
64%
38%
25%
24%
11%
7%
13%
68%
45%
15%
15%
8%
5%
18%
Short clips made by other users of that site
News content
Webseries
Live stream
Interactive documentary
Virtual reality or augmented reality content
Other type
Glasshouse Consulting May 2018 | SLIDE 29Base:
Q
2%
2%
2%
2%
2%
2%
2%
5%
1%
1%
1%
1%
4%
1%
1%
4%
Magic
Radio Sport
BFM
Life
The Most
Radio Control
Sound
5%
5%
4%
4%
3%
2%
2%
5%
4%
3%
2%
2%
4%
3%
4%
3%
9%
2%
5%
1%
2%
Classic Hits/The Hits
iHeartRadio
RNZ National
Rhema
The Rock
George FM
Radio Live
19%
12%
9%
7%
7%
7%
6%
24%
8%
9%
4%
4%
4%
6%
4%
2%
7%
6%
5%
5%
8%
Mai FM
Flava
The Edge
ZM
The Breeze
More FM
Newstalk ZB
Mai FM continues to attract the biggest daily audience among Pacific Island peoples, followed by a fast growing Flava and then The Edge. The popularity of Mai FM represents a very large audience for a single radio station. By comparison the biggest audience for a single station among all New Zealanders is RNZ National with 9%.
Thinking about yesterday overall what New Zealand radio stations did you listen to either on radio or online?
All respondents: (2018 Pacific – n=264; 2016 Pacific - n=83; 2018 All 15+ – n=1,414)
DAILY REACH OF ALL RADIO STATIONS | % OF ALL NZERS
2018 All 15+2016 Pacific 2018 Pacific
Not measured in 2016
Glasshouse Consulting May 2018 | SLIDE 30Base:
Q
While the daily audience listening to Spotify each day has grown significantly since 2016 and YouTube’s audience has declined, YouTube remains the most popular site on which to listen to streamed music – attracting four in ten Pacific Island peoples each day.
Thinking about yesterday overall, which of the following websites did you use to watch video?
All respondents: (2018 Pacific – n=264; 2016 Pacific - n=83; 2018 All 15+ – n=1,414)
DAILY REACH OF MUSIC SITES| % OF ALL NZERS
New question in 2016.
2018 All 15+2016 Pacific 2018 Pacific
38%
25%
8%
5%
1%
3%
51%
16%
11%
12%
4%
19%
23%
2%
4%
3%
YouTube or Vimeo
Spotify
Soundcloud
Apple Music
Amazon Music Unlimited
Another site
Not measured in 2016
MUSIC CONSUMPTION AND BEHAVIOUR
Glasshouse Consulting May 2018 | SLIDE 32Base:
Q
Word of mouth from friends and family remains the most common means by which Pacific Island peoples learn of new music. Streaming services such as YouTube and Spotify followed by radio are next most influential.
In which of the following ways, if any, do you usually find out about new music?
All respondents: (2018 Pacific – n=264; 2016 Pacific - n=83; 2018 All 15+ – n=1,414)
SOURCES OF AWARENESS OF NEW MUSIC | % OF ALL NZERS
58%
53%
45%
24%
18%
16%
13%
11%
5%
6%
10%
72%
63%
57%
34%
22%
15%
9%
17%
8%
13%
5%
60%
50%
60%
21%
16%
19%
11%
19%
5%
6%
10%
Friends or family
Streaming services (Eg. YouTube, Spotify, SoundCloud, iTunes)
NZ radio stations broadcast on radio or online
Music TV stations
In shops
Newspapers & magazines
Websites such as podcasts, music review sites, blogs, gig guides
Live performances
Overseas radio stations online
Some other way
None, don't often hear new music
2018 All 15+2016 Pacific 2018 Pacific
Glasshouse Consulting May 2018 | SLIDE 33Base:
Q
80%
49%
28%
20%
18%
8%
3%
2%
3%
6%
81%
42%
38%
29%
12%
14%
9%
70%
52%
18%
22%
25%
6%
1%
1%
6%
17%
More than 90% of Pacific Island peoples have now listened to streamed music with YouTube being the most popular site. Spotify has shown the most growth since 2016 but remains second most popular. The proportion who have ever listened to iHeartRadio has grown since 2016, but its weekly audience remains low.
Which of the following have you ever listened to music on?; Q13d: About how often do you listen to…?
All respondents: (2018 Pacific – n=264; 2016 Pacific - n=83; 2018 All 15+ – n=1,414)
EVER USE TO LISTEN TO MUSIC | % OF ALL NZERS WEEKLY REACH | % OF ALL NZERS
YouTube/Vimeo
Spotify
SoundCloud
Apple Music
iHeartRadio
Rova
Tidal
Amazon Music Unlimited
Other
None of these
66%
29%
12%
10%
5%
5%
1%
2%
72%
20%
25%
14%
7%
46%
32%
4%
8%
9%
3%
1%
YouTube/Vimeo
Spotify
SoundCloud
Apple Music
iHeartRadio
Rova
Amazon Music Unlimited
Tidal
38% every day
16% every day
Not measured in 2016
Not measured in 2016
Not measured in 2016
2018 All 15+2016 Pacific 2018 Pacific
Not measured in 2016Not measured in 2016
Not measured in 2016
DEVICES PERSONALLY OWN OR HAVE DAILY ACCESS TO
Glasshouse Consulting May 2018 | SLIDE 35Base:
Q
76%
71%
66%
52%
51%
49%
38%
37%
33%
79%
75%
73%
63%
34%
51%
59%
28%
35%
82%
88%
83%
78%
49%
57%
39%
39%
43%
Smartphone
Working TV
PC or laptop for personal use
Working radio
Netflix
Tablet such as an iPad
SKY TV
Smart TV connected to Internet
UFB
28%
28%
25%
21%
11%
6%
5%
7%
31%
46%
18%
21%
4%
12%
3%
17%
36%
28%
20%
19%
10%
4%
7%
Games console through which you watchOndemand
PVR (MySKY, MyFreeview)
Chromecast
FreeviewPlus/MyFreeviewPlus
Lightbox
Apple TV
Vodafone TV
Neon
Smartphones, TVs and PC/laptops remain the most widespread technologies, but the devices and technologies that have become more widespread since 2016 are Netflix, smart TVs connected to the Internet, Chromecast, Lightbox and other SVOD services. Note the significant decline in SKY TV penetration since 2016.
Which of the following, if any, do you personally own or have daily access to?
All respondents: (2018 Pacific – n=264; 2016 Pacific - n=83; 2018 All 15+ – n=1,414)
DEVICES AND SERVICES PERSONALLY OWN OR HAVE ACCESS TO| % OF ALL NZERS
Not measured in 2016
2018 All 15+2016 Pacific 2018 Pacific