Between the new streaming services and established subscription TV providers, Australians have never had more choices for accessing high-quality TV and film content. And newspaper media stands out as a particularly effective way to reach potential subscribers.
Australians have never had so many options when it comes to watching movies and TV shows at home.
Free-to-air television has been available for almost 60 years, and still accounts for most viewing. This is changing due to the impact of subscription (pay) TV, introduced in the 1990s, which now makes up about a third of television viewing in Australia, and more recently streaming services, which saw a massive lift in usage earlier this year with the launch of Netflix, Stan and Presto.
Newspaper media readers are above-average users of these new options, and the ones who aren’t are rapidly catching up with the rest.
I want my STV
Some 35 per cent of print newspaper readers have subscription TV (STV), according to emma data. That number rises 2 per cent when looking at digital readers only; it compares with 29 per cent of non-newspaper readers.
In raw numbers, 5.57 million newspaper media readers have subscription TV and make up 91 per cent of the viewing audience.
This makes newspaper media a powerful way to remind subscribers of the benefits of STV. Equally, it can be used to reduce churn, or capitalise on the churn of competitors as viewers surf not from one channel to another, but from one service to another. Many readers are also prepared to pay for more programs, and they’re 27 per cent more likely to consider upgrading their subscriptions than non-readers
As for the non-subscribers, newspaper media offers a superior quality audience. Readers are 26 per cent more likely to start subscribing to STV than non-readers, says emma data
Streaming, not drowning
Improvements in bandwidth have created opportunities for content makers to stream high-definition content to homes and mobile devices, giving viewers flexibility in when and where they watch TV.
Print newspaper readers are just as interested in streaming video as non-readers, with 31 per cent of both groups watching a streamed TV program or movie in the past four weeks.
Digital newspaper media readers are well ahead of the pack, with 39 per cent watching streamed TV or movies. And more of them will be watching soon, as 1.2 million digital newspaper media readers plan to upgrade to faster broadband connections.
This works in two ways:
Follow the money
It’s easy to understand why newspaper media readers are more likely to spend for additional TV viewing options. They have more money to spend on entertainment.
Readers live in households that earn 22 per cent more than non-readers’ households and earn 35 per cent more in personal income.
An affluent audience, with an interest in more entertainment choices, is a rich environment for television marketers to tap into. They just need to get on that page.
Source: emma,12 months to April 2015. Survey conducted by Ipsos MediaCT, people 14+, Nielsen Online Ratings, April 2015, people 14+ only. New car prospects: intend to buy a new car in the next 12 months