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%).
“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%)."