Australians are multi-tasking in front of the TV more than ever, according to a new survey.
Deloitte’s Media Consumer Survey found that this year and last year, 91% of respondents multi-tasked while watching TV.
The figure is up from 79% in 2014 when it first started reporting.
The trend is even more pronounced for Millennials, 96% of whom multi-task.
Fifty-eight percent use smartphones while watching TV, ahead of laptops and tablets at 29% and 28% respectively.
Favourite activities include web browsing (26%) emailing (20%) and texting (19%). TV and social media are the most popular combination, with 27% using social media at least three quarters of the time they’re watching TV, and this is even higher for Millennials at 43%.
SVOD subscriptions have continued to grow this year. Almost half (43%) of total respondents purchase an SVOD subscription for their household, up from 32% last year, representing a 48% compound annual growth rate since 2014 when just 9% of respondents had a subscription.
Fifty-seven percent of respondents say they require more than one video streaming service to get the content they are looking for, which is reflected in the fact that subscribers are now paying to use an average of two SVOD services.
Australia continues to have three major SVOD players in Netflix, Stan and Foxtel Now (89%, 26%, and 23% of survey respondents with an SVOD service respectively), while YouTube Red (11%) and Amazon Prime (8%) had lower subscriber numbers among survey respondents.
Despite 20% of respondents indicating last year that they would cancel their pay TV subscription in the next 12 months, subscriptions have remained stable at 31%. Pay TV remains the most valued media content subscription for all age groups (except Trailing Millennials) beating SVOD, streaming music services, gaming, newspaper and magazine subscriptions.
Sixteen percent of respondents indicated they are likely to cancel their subscription in the next 12 months, down from 20% last year. The primary reason for this intention to cancel across all age groups is the availability of content on streaming video services such as Netflix and Stan. Fifty-five percent of respondents intending to cancel their pay TV subscription cited this reason, a significant increase on 13% from last year. The exception to this is the Boomers who feel free-to-air TV provides sufficient content (43%).
The survey covers more than 2000 consumers from 14 – Over 71.