Wednesday, 17 April 2019 23:24

Millennials key target market with Apple TV+ Australian debut: report

By
 Australians use streaming service in an average month or use an Apple device by Generation Australians use streaming service in an average month or use an Apple device by Generation Courtesy of Apple TV

Milennials who use streaming services or use an Apple device capable of streaming are the key target market for Apple TV+ when it debuts later this year in a “crowded, and growing, streaming TV” Australian market.

That’s according to research firm Roy Morgan, which says this potential market by generation shows the biggest potential for Apple TV+ is with the 4.6 million millennials who use streaming services or use an Apple device capable of streaming.

Roy Morgan says nearly 60% of the over 17 million Australians who access a streaming video service or use an Apple device capable of streaming TV watch the news in an average week, far ahead of any other TV genre.

Second most popular is Reality TV, watched by 39% of Apple users, while just under a third of Apple users watch current affairs shows (32%), sport (31%), quiz/ game Shows (30%) or dramas (30%).

And the research also reveals that just over a quarter of Apple users watch home/lifestyle/travel shows (28%), comedies (27%) or documentaries/docos (27%) and just under a fifth watch chat shows (19%).

“The increasingly competitive streaming TV market is about to get even more cut-throat with the impending entry of the world’s first trillion dollar company to the market. Apple TV+ will be able to draw upon Apple’s immense war chest of over US$240 billion (over A$340 billion) to create content which Apple announced as ‘cash on hand’ at the end of 2018,” says Michele Levine, chief executive Officer, Roy Morgan.

“There is already a large audience of over 17 million Australians (83.4% of Australians aged 14+) that Apple can target who already access streaming TV services or use Apple devices and apps capable of accessing streaming TV services.

“Roy Morgan has closely followed the success of Netflix in capturing a market of over 11 million Australians after launching just over four years ago in March 2015 and in recent years competition in the streaming TV market has increased with streaming services offered by the likes of Stan, YouTube Premium and Amazon Prime Video launching and being adopted by millions of Australians.

“To really make a success of the new Apple TV+ streaming TV service in Australia Apple will need to understand the unique dynamics and preferences that drive Australian TV audiences to choose their favourite content.

“Analysing Roy Morgan’s in-depth media data for Australian users of streaming TV services and Apple devices shows that it is News which is the most widely watched genre. Nearly 60% of Australians accessing streaming services or using Apple devices watch News in an average week well clear of second placed Reality TV seen by 39%.”

“Other popular TV genres for Australians who access streaming TV services or who use Apple devices include Current Affairs shows (32%), Sport (31%), Dramas (30%) and Quiz/ Game shows (30%)."

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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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