Art & Entertainment | Book Reviews | Education | Entertainment Video | Health | Lifestyle | Sport | Sport Video | Search

 


New research shows traditional media still prevail

9 July 2014

Where are the audiences? New research shows traditional media still prevail

New research commissioned by NZ On Air confirms the majority of New Zealanders are still consuming traditional broadcast media - linear television and live radio - every day. However music audiences and the young are leading the charge to digital platforms.

In the first independent, publicly available New Zealand research across media types, Colmar Brunton surveyed 1,400 New Zealanders aged 15-plus in April this year about what media they consumed “yesterday.”

“Today most of us carry a screen in our pockets and have multiple devices in our homes for consuming media. As the main funder of local content we wanted to know if the chatter about viewers turning off mainstream media and tuning in to online media was true,” says NZ On Air Chief Executive Jane Wrightson.

The survey found 83% of respondents watched live television daily, while 67% listened to live radio and both for a considerable amount of time each day – more than any other media.

12% of viewers used one of the broadcasters’ On Demand websites to watch a broadcast programme when it suited them, while 6% use overseas online TV sites such as Netflix, BBC iPlayer, and Hulu.

Predictably, it’s among the younger generation that the online move is most obvious. While 76% of 15 – 24 year olds watched linear television daily, 66% also watched videos online (Youtube or Vimeo) the previous day.

While radio is still popular, music is moving online faster than other content, and young people are leading the charge.

When asked where they became aware of new music, 60% of all respondents said on the radio, 36% said via streaming services such as Spotify, Youtube and Soundcloud.

Among 15-24 year olds the latter figure jumps to 67%. Newer market entrants Spotify and iHeartRadio have already achieved a weekly reach of 12% and 5% respectively.

“NZ On Air has always said that we will go where the audiences are. By and large, the audiences are still in front of the television or listening to radio, but they are consuming all sorts of other media as well,” says Ms Wrightson.

“With music it is clear that if not a ‘revolution’, then certainly a fast-moving ‘evolution’ is taking place. For this reason we are increasingly shifting our music promotions focus to online platforms, to ensure that people looking for NZ music online can easily find what they enjoy.”

Other online content such as webseries still have a small audience. This is an area NZ On Air will continue to take a close interest in, given the opportunities for innovation and experimentation.

NZ On Air intends to repeat the research at intervals to show trends over time.

The full research report “Where are the audiences?” is available at www.nzonair.govt.nz/research

ENDS

© Scoop Media

 
 
 
 
 
Culture Headlines | Health Headlines | Education Headlines

 
Werewolf: Katniss Joins The News Team

From the outset, the Hunger Games series has dwelt obsessively on the ways that media images infiltrate our public and personal lives... From that grim starting point, Mockingjay Part One takes the process a few stages further. There is very little of the film that does not involve the characters (a) being on screens (b) making propaganda footage to be screened and (c) reacting to what other characters have been doing on screens. More>>

ALSO:

Scoop Review Of Books: Ko Witi Te Kaituhituhi

Witi Ihimaera, the distinguished Māori author and the first Māori to publish a book of short stories and a novel, has adopted a new genre with his latest book. But despite its subtitle, this book is a great deal more than a memoir of childhood. More>>

Werewolf: Rescuing Paul Robeson

Would it be any harder these days, for the US government to destroy the career of a famous American entertainer and disappear them from history – purely because of their political beliefs? You would hope so. In 1940, Paul Robeson – a gifted black athlete, singer, film star, Shakespearean actor and orator – was one of the most beloved entertainers on the planet. More>>

ALSO:

"Not A Competition... A Quest": Chapman Tripp Theatre Award Winners

Big winners on the night were Equivocation (Promising Newcomer, Best Costume, Best Director and Production of the Year), Kiss the Fish (Best Music Composition, Outstanding New NZ Play and Best Supporting Actress), and Watch (Best Set, Best Sound Design and Outstanding Performance). More>>

ALSO:

Film Awards: The Dark Horse Scores Big

An inspirational film based on real life Gisborne speed-chess coach An inspirational film based on real life Gisborne speed-chess coach Genesis Potini, made all the right moves to take out top honours along with five other awards at the Rialto Channel New Zealand Film Awards - nicknamed The Moas. More>>

ALSO:

Theatre: Ralph McCubbin Howell Wins 2014 Bruce Mason Award

The Bruce Mason Playwriting Award was presented to Ralph McCubbin Howell at the Playmarket Accolades in Wellington on 23 November 2014. More>>

ALSO:

One Good Tern: Fairy Tern Crowned NZ Seabird Of The Year

The fairy tern and the Fiji petrel traded the lead in the poll several times. But a late surge saw it come out on top with 1882 votes. The Fiji petrel won 1801 votes, and 563 people voted for the little blue penguin. More>>

Music Awards: Lorde Reigns Supreme

Following a hugely successful year locally and internationally, Lorde has done it again taking out no less than six Tuis at the 49th annual Vodafone New Zealand Music Awards. More>>

ALSO:

Get More From Scoop

 
 

LATEST HEADLINES

 
 
 
 
Culture
Search Scoop  
 
 
Powered by Vodafone
NZ independent news