Australia - Broadcasting sector adjusts to competition from OTT video services New Report Now Available From MarketResearchReports.com

Australian audiences have increasing choice and control over when, where and how they consume media. These choices have been facilitated by the rise of technologies such as digital media players (iPods and MP3 players), digital personal video recorders, and video and audio downloads using computers connected to the internet via broadband. The FTA networks, targeting younger viewers are vulnerable to users switching to such devices permanently as they are often used concurrently while viewing.

Almost 90% of people watch TV while having a second-screen device by their side. This is generally a smartphone which is commonly tapped into during ad breaks, though about half of viewers also have a tablet to screen other shows secondary to the TV.

Although FTA television as a mass communication medium has been dominant for decades, the proportion of households watching live TV had fallen to 88% by early 2015 and the industry is now facing challenges from a number of fronts. The move to digital TV from analogue signalling and the provision of more channels has started to take effect on viewing habits.

The internet is becoming increasingly entertainment-based as broadband penetration continues to rise steadily. Consumers will be demanding a richer and extensive online experience through services such as video-based entertainment.

The FTA networks are expected to see intense competition for viewers and advertising over the coming decade, which will impact on their cost margins as they are forced to put more money into programs and marketing.

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