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WHERE ARE THE AUDIENCES?
Full Report – Maori
Glasshouse Consulting May 2018 | SLIDE 2
Introduction
New Zealand On Air’s (NZ On Air) two yearly “Where Are The Audiences?” study is an important input in understanding how to reach New Zealanders overall and harder to reach audiences in particular.
• This report summarises the results from NZ On Air’s 2018 “Where Are The Audiences?” study based on Maori.
− It compares the 2016 and 2018 results among Maori, as well as comparing to the 2018 results among all New Zealanders.
Glasshouse Consulting May 2018 | SLIDE 3
Research Approach - Overview
• The first priority in the design and conduct of the 2018 study was to ensure valid and robust comparisons could be made to previous studies. Therefore the overall approach, timing of the study, sampling and respondent definition, question flow and most wording, and post-weighting factors were kept consistent with the 2014 and 2016 studies.
• This included asking respondents about their behaviour “yesterday” within specific time periods between 6am and midnight. This technique enables the creation of accurate, survey based measures of actual behaviour by grounding responses in behaviour that is fresh in respondents’ minds and within specific parts of an actual day.
• For the NZ On Air main study a total sample of n=1,414 was developed among all New Zealanders aged 15 and over, with representative samples created for each day of the week (n=200 per day) so that results can be extrapolated to a “typical” day. This sample included a sub-sample of n= 181 Maori.
• In order to boost the robustness of the analysis based on Maori alone and enable more detailed and reliable analysis of subgroups within Maori, a separate booster sample of n=270 Maori was commissioned. This sample was developed via online interviewing using the Research Now/SSI research panel. This booster sample has been combined with the Maori respondents from the main study.
• This report is based on n = 451 Maori who were included in the main study and booster sample.
• The total sample from the main study has a maximum margin for error of +/-2.6%, and the sample of Maori has a maximum margin for error of +/-4.6%.
Glasshouse Consulting May 2018 | SLIDE 4
Research Approach
• As in 2014 and 2016, a mixed methodology of telephone and online interviewing was used to conduct the main NZ On Air study.
• N=1,002 interviews were completed by telephone using random digit dialling, and n=412 interviews were completed online using Consumer Link’s Flybuys research panel.
− This included regional sample stratification, and minimum quotas for males, 15-24 year olds and ethnicity.
• The online interviews for the main study were conducted among consumers without access to a home landline.
− The 2013 Census showed that 15% of people live in homes without a landline, however this incidence will have undoubtedly grown since 2013. Nielsen CMI data was used to estimate the 2018 incidence at 35% (it was estimated as 25% in 2016).› In 2013 Nielsen CMI estimated non-landline penetration at 25% (compared to 15% in the Census). In 2016 Nielsen estimated this incidence at 45%.
Given the previous over-estimate compared to the 2013 Census result, we factored the 2018 estimate down to 35%.
• The online interviews for the booster sample were conducted among all Maori with and without landlines.
• All interviewing was conducted between April 16 and May 13. Fieldwork was conducted at the same time of year as the 2016 study, and timed for after the Commonwealth Games which could have abnormally influenced audience behaviour during that two week period.
• Respondents were defined as all New Zealanders and all Maori aged 15 and over.
• The samples from the main study and the booster sample have been combined and then post-weighted as per the 2013 Census by age and gender to ensure it was representative of the 15+ NZ Maori population;
− Note that these age weights are significantly different to the total NZ 15+ population due to the much younger profile of the total Maori population compared to the general population.
Glasshouse Consulting May 2018 | SLIDE 5
Research Scope
• The study investigated the media consumed “yesterday”, for how long, and which channels, stations and sites were used. These questions measured the daily behaviour of the main broadcast, print, online and music media. The bulk of this report examines daily audience behaviour.
• The study also captures the weekly reach of all media, including less frequently used media not covered by the daily measures, so as to provide a single point of comparison of all media included in this study. The first chart in the Summary section examines this overall comparison of all media based on weekly reach.
• Two key aspects were not included in this study or previous studies;
− Device used to consume media. (Ownership and access to devices was collected.)
− Simultaneous media consumption.
• Apart from changes to specific channels, sites and stations to ensure accuracy, other changes were made to the survey since 2016 to reflect the changing media landscape. These included;
− Measuring podcast consumption for the first time.
− Removal of specific questions relating to webseries as these are now measured as a type of online video (see next point)
− Measuring types of video watched online on sites such as YouTube and Facebook
• The results in this study will not exactly match data from sources such as TV ratings, radio surveys, or online analytics as the methodologies are different. However this study does provide a unique, single source comparison across all media.
Glasshouse Consulting May 2018 | SLIDE 6
Market Context
• When examining changes since 2016 it is useful to note the main developments that have taken place during the intervening two years, and also the developments that preceded 2016.
• This information gives insight in to the stimulus for changes in audience behaviour and also the rate of change in audience behaviour.
Developments 2014 -2016 Developments 2016-2018
PUTs declines PUTS declines
NZ launch of Netflix, Lightbox, Neon, NZ On Screen Closure of FOUR, TVNZ Kidzone, The Zone
Launch of TVNZ Duke, The Zone, Jones!, Discovery Turbo, Garage Launch of Bravo, HGTV, Viceland, Jones! Too
Restrictions put in place on VPN use after broadcasters challenged “Global Mode” services from ISPs
Closure of Igloo
Launch of Apple Music
Launch of FreeviewPlus, Chromecast
Launch of NZME’s Watchme
OVERALL SUMMARY
Weekly Reach
Daily Reach
Most popular channels, sites and stations
Glasshouse Consulting May 2018 | SLIDE 8Base:
Q
Weekly reach is the benchmark for all media covered in this study. Linear TV continues to attract the biggest weekly audience among Maori just ahead of online video, with radio and SVOD slightly below these. The biggest audience growth since 2016 has been the size of audiences watching Ondemand and SVOD each week, particularly NZ based SVOD services.
We’d like you now to think about what you do over a typical week. Please tell me about how many days per week you would usually do each of the following.
All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414)
WEEKLY REACH OF ALL MEDIA | % OF ALL NZERS
86%
80%
78%
70%
70%
66%
65%
65%
63%
61%
53%
85%
73%
70%
39%
68%
68%
46%
31%
60%
46%
47%
82%
72%
78%
62%
52%
67%
44%
48%
46%
54%
47%
52%
43%
38%
31%
24%
18%
14%
12%
10%
8%
7%
24%
44%
25%
25%
15%
16%
8%
12%
7%
10%
32%
45%
32%
18%
21%
9%
8%
6%
5%
9%
5%
Apart from this opening chart and following summary this report mainly examines dailymedia consumption.
However the consumption of some media must be measured on a weekly basis due to less frequent usage.
Therefore weekly reach provides the best comparison of all media measured in this study.
Total (net) Linear TV
Online video (Eg. YouTube, Facebook)
Live New Zealand Radio
Total (net) SVOD
TV (via Pay TV platform)
Newspaper (including online)
Ondemand
NZ SVOD (e.g. Netflix, Lightbox)
Listen to music on Youtube
TV (via FTA platform)
Music (CDs, iPod, vinyl)
Overseas SVOD (e.g. Netflix, Hulu
Magazine (including online)
Listen to music on Spotify
Online NZ radio
Listen to podcasts
Online international radio
Streamed, downloaded, torrentedTV shows
Look for extra material online about a TV show
Downloaded songs/albums for free
Listen to iHeartRadio
Used VPN to watch shows on overseas website
2018 All 15+2016 Maori2018 Maori
Not measured in 2016
Glasshouse Consulting May 2018 | SLIDE 9
The majority of this report examines the behaviour of New Zealand audiences on a daily basis. The chart below summarises the daily reach of the main media Maori engage with.
BASE: All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414)
DAILY REACH OF ALL MEDIA | % OF ALL NZERS
Note: TV viewing includes live & time shifted viewing, in and out of home.
63%
62%
52%
48%
47%
45%
42%
39%
35%
34%
34%
31%
17%
13%
8%
7%
70%
53%
27%
54%
41%
53%
18%
25%
38%
26%
30%
19%
13%
8%
4%
66%
52%
37%
55%
39%
39%
30%
19%
41%
37%
20%
16%
19%
9%
7%
4%
Total (net) Linear TV
Online video (Eg. YouTube, Facebook)
Total (net) SVOD
Live New Zealand Radio
Music online/streamed (Eg. YouTube, Spotify)
TV (via Pay TV platform)
NZ SVOD (Eg. Netflix, Lightbox)
NZ Ondemand
Newspaper (including online)
TV (via FTA platform)
Music (iPod, CDs)
Overseas SVOD (Eg. Netflix, Hulu)
Magazine (including online)
Online NZ radio
Listened to a podcast
Online international radio
2018 All 15+2016 Maori2018 Maori
Not measured in 2016
Linear TV and online video both attract slightly more than six in ten Maori each day. This similar audience size follows a decline in linear TV and an increase in the online video audience since 2016.SVOD, particularly NZ SVOD services, show the biggest growth in audience since 2016, overtaking the audience listening to radio each day. Listening to streamed music and watching Ondemand also show strong growth, while radio listening and TV viewing via SKY TV have fallen.
Glasshouse Consulting May 2018 | SLIDE 10Base:
Q
48%
39%
35%
33%
30%
28%
26%
26%
25%
15%
43%
37%
32%
13%
30%
35%
38%
17%
14%
15%
42%
32%
43%
27%
19%
20%
25%
13%
23%
4%
YouTube (for onlinevideo)
Facebook (for onlinevideo)
TVNZ 1
Netflix in NZ
YouTube (for music)
TVNZ 2
Three
TVNZ Ondemand
Spotify
Mai FM
Watching video on Youtube or Facebook attract the biggest audiences to a single channel, site or station. TVNZ 1 is the most popular TV channel, narrowly ahead of a fast growing NZ based Netflix. Listening to music on Youtube is now more popular than watching TV2 or Three.
Which of the following did you use yesterday?
All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414)
MOST POPULAR CHANNELS, SITES & STATIONS (ABOVE 10% REACH ) | % OF ALL NZERS
2018 All 15+2016 Maori2018 Maori
Four more channels, sites or stations reach 10% of Maori each day:• Maori TV Ondemand• Three Ondemand• NZ On Screen• The Edge
14%
13%
12%
12%
11%
11%
8%
13%
4%
8%
10%
4%
3%
10%
5%
12%
12%
11%
Maori TV
SKY Sport channels
Netflix from overseas
Stuff (for video)
Prime
NZ Herald (for video)
Note that Maori are typically heavier than average media consumers as there are significantly more channels, sites and stations that deliver at least 10% reach among Maori than do the same among the wider NZ population.
Glasshouse Consulting May 2018 | SLIDE 11
Similar to the wider NZ population the main factor influencing media consumption among Maori is age/life stage (Ie. the generation gap). Other factors are less influential and not consistent across all media.
• As per the wider New Zealand population there is a clear generation gap in terms of media consumption between younger and older Maori. Below the age of 40 online media such as online video, SVOD and Ondemand tends to dominate daily audiences, while older Maori tend to favour traditional media such as TV, radio, newspapers and magazines.
• However the generation gap is less clear cut and strong among Maori than among the wider New Zealand population. The age when it occurs varies between media but typically comes in to effect between the ages of 40 and 50. Therefore to best illustrate the generation gap the next chart summarises the daily behaviour of audiences aged under 40 and over 50.
• When examining this trend however it is important to remember that the overall age profile of Maori is very young (summarised below as per 2013 Census).
− 44% aged under 20
− 70% aged under 40
− 18% aged 50 or over.
• Therefore the biggest audiences will typically be found by examining the behaviour of younger Maori. This profile also helps explain the finding that the biggest Maori audiences are to be found on online sites rather than TV channels.
DAILY MEDIA CONSUMPTION
Glasshouse Consulting May 2018 | SLIDE 13Base:
Q
Linear TV and online video attract slightly more than six in ten Maori each day. This follows a decline in linear TV and increase in online video since 2016. SVOD, particularly NZ SVOD, shows the biggest growth since 2016, overtaking listening to the radio. Streaming music and Ondemand also show strong growth, while radio listening and SKY TV viewing TV have fallen.
We’d like to ask you about the different types of entertainment you used yesterday. For each of the following types of entertainment, I’d like you to tell me if you did that activity for 5 minutes of more during the time period I read out. It doesn’t matter if you were also doing something else at the time.
All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414)
DAILY REACH OF ALL MEDIA | % OF ALL NZERS
Note: TV viewing includes live & time shifted viewing, in and out of home.
The biggest declines in audience size are:• Linear TV – down 10%
› Mainly due to decline in pay TV platform viewing (down 15%)
• Radio – down 11%.
The biggest increases are: • Online video – up 17%• Total SVOD – up 93%
› Mainly due to a 133% increase in NZ SVOD services
• Music streaming – up 15%• Ondemand – up 56%
2018 All 15+2016 Maori2018 Maori 63%
62%
52%
48%
47%
45%
42%
39%
35%
34%
34%
31%
17%
13%
8%
7%
70%
53%
27%
54%
41%
53%
18%
25%
38%
26%
30%
19%
13%
8%
4%
66%
52%
37%
55%
39%
39%
30%
19%
41%
37%
20%
16%
19%
9%
7%
4%
Total (net) Linear TV
Online video (Eg. YouTube, Facebook)
Total (net) SVOD
Live New Zealand Radio
Music online/streamed (Eg. YouTube, Spotify)
TV (via Pay TV platform)
NZ SVOD (Eg. Netflix, Lightbox)
NZ Ondemand
Newspaper (including online)
TV (via FTA platform)
Music (iPod, CDs)
Overseas SVOD (Eg. Netflix, Hulu)
Magazine (including online)
Online NZ radio
Listened to a podcast
Online international radio
Not measured in 2016
Note that the rapid decline in listening to music on physical formats seen among New Zealanders aged under 40 is not seen among Maori.
Glasshouse Consulting May 2018 | SLIDE 14Base:
Q
Online video draws the biggest audience of Maori before 6pm. After that time linear TV becomes the most popular. Radio is second most popular to start the day among Maori.
We’d like to ask you about the different types of entertainment you used yesterday. For each of the following types of entertainment, I’d like you to tell me if you did that activity for 5 minutes of more during the time period I read out. It doesn’t matter if you were also doing something else at the time.
All respondents (2018 Maori – n=451)
REACH OF MEDIA OVER THE DAY | % OF ALL NZERS
0%
10%
20%
30%
40%
50%
60%
70%
80%
6am - 9am 9am - 6pm 6pm - 8.30 pm 8.30pm -10.30pm
10.30pm -midnight
Total Linear TV
Live NZ Radio
Online video (YouTube, Facebook)
Music streamed (YouTube, Spotify)
NZ Ondemand
Newspaper (incl. online)
NZ SVOD
Glasshouse Consulting May 2018 | SLIDE 15Base:
Q
Among other media only music on physical formats and overseas SVOD attract more than 10% of Maori at any point in the day.
We’d like to ask you about the different types of entertainment you used yesterday. For each of the following types of entertainment, I’d like you to tell me if you did that activity for 5 minutes of more during the time period I read out. It doesn’t matter if you were also doing something else at the time.
All respondents (2018 Maori – n=451)
REACH OF MEDIA OVER THE DAY | % OF ALL NZERS
0%
10%
20%
30%
40%
50%
60%
70%
80%
6am - 9am 9am - 6pm 6pm - 8.30 pm 8.30pm -10.30pm
10.30pm -midnight
Magazine (including online)
Music (iPod, CDs)
Overseas SVOD
Online NZ Radio
Online International Radio
Podcast
Glasshouse Consulting May 2018 | SLIDE 16Base:
Q
Watching TV (over four hours per day among viewers), particularly via SKY TV, continues to attract the most time spent each day among Maori. However the time dedicated to SVOD is only narrowly behind TV among those who watch SVOD. As noted Maori are heavy media consumers and dedicate more time to all media (except radio) than the wider NZ population.
Between (TIME PERIOD) about how long did you (activity) for?
All who used each media yesterday
TIME SPENT CONSUMING MEDIA | AVERAGE MINUTES PER DAY AMONG USERS OF EACH MEDIA
255
156
248
169
155
229
184
158
172
142
162
121
93
124
232
94
199
217
108
218
174
128
178
153
119
107
88
226
100
184
185
143
223
150
115
169
97
141
110
87
107
Total (net) Linear TV
Online video (Eg. YouTube, Facebook)
Total (net) SVOD
Live New Zealand Radio
Music online/streamed (Eg. YouTube, Spotify)
TV (via pay TV platform)
NZ SVOD (Eg. Netflix, Lightbox)
NZ Ondemand
TV (via free to air platform)
Music (iPod, CDs)
Overseas SVOD (Eg. Netflix, Hulu)
Online NZ radio
Podcast
Online international radio
Note: in this chart average total minutes are based on people who engage with each media (i.e. excludes
zero minutes).
Media ranked in order of daily reach.
Not measured in 2016
2018 All 15+2016 Maori2018 Maori
HOW DO AUDIENCES VARY ACROSS DIFFERENT MEDIA?
Glasshouse Consulting May 2018 | SLIDE 18
Similar to the wider NZ population the main factor influencing media consumption among Maori is age/life stage (Ie. the generation gap). Other factors are less influential and not consistent across all media.
• As per the wider New Zealand population there is a clear generation gap in terms of media consumption between younger and older Maori. Below the age of 40 online media such as online video, SVOD and Ondemand tends to dominate daily audiences, while older Maori tend to favour traditional media such as TV, radio, newspapers and magazines.
• However the generation gap is less clear cut and strong among Maori than among the wider New Zealand population. The age when it occurs varies between media but typically comes in to effect between the ages of 40 and 50. Therefore to best illustrate the generation gap the next chart summarises the daily behaviour of audiences aged under 40 and over 50.
• When examining this trend however it is important to remember that the overall age profile of Maori is very young (summarised below as per 2013 Census).
− 44% aged under 20
− 70% aged under 40
− 18% aged 50 or over.
• Therefore the biggest audiences will typically be found by examining the behaviour of younger Maori. This profile also helps explain the finding that the biggest Maori audiences are to be found on online sites rather than TV channels.
• Other factors influencing behaviour include region and socio-economic factors.
• Note there are very few gender differences in media consumption except in the audiences using Ondemand and newspapers.
Glasshouse Consulting May 2018 | SLIDE 19Base:
Q
53%
78%
67%
41%
62%
48%
25%
14%
76%
50%
23%
59%
20%
22%
55%
23%
Total (net) Linear TV
Online video (Eg. YouTube, Facebook)
Total (net) SVOD
Live New Zealand Radio
Music online/streamed (Eg. YouTube, Spotify)
NZ Ondemand
Newspaper (including online)
Magazine (including online)
The generation gap is the main differentiating influence on audience behaviour. Below 40 online media is significantly more popular, whereas above the age of 50 traditional media remains dominant.
We’d like to ask you about the different types of entertainment you used yesterday. For each of the following types of entertainment, I’d like you to tell me if you did that activity for 5 minutes of more during the time period I read out. It doesn’t matter if you were also doing something else at the time.
All respondents: (15-39 n=249; 50+ n=125)
DAILY REACH OF ALL THE MEDIA | % OF OLDER AND YOUNGER MAORI
• Among 15-39s, four or five in ten still watch TV or listen to the radio each day, but online video, SVOD, and music streaming have overtaken both these traditional media.
• Among 50+ year olds traditional media remains dominant, although even among this audience one in two watch online video each day.
Note: TV viewing includes live & time shifted viewing, in and out of home.
15-3950+
Glasshouse Consulting May 2018 | SLIDE 20Base:
These tables summarise the profile of the main media consumed by Maori each day
MEDIA LESS LIKELY TO ENGAGE MORE LIKELY TO ENGAGE
Linear TV63% daily reach overall
• 15-34 year olds (51%)− students (46%)
• 4+ person homes (54%)
• 45+ year olds (77%)− retirees (89%)− empty nesters (86%)
• 1-2 person homes (73%)• Upper white collar workers (68%)• Lower white collar workers (71%)• Higher income earners (Earn $80k+ = 73%)
Online video62% daily reach overall
• 50+ year olds (38%)− retirees (35%)− empty nesters (40%)
• 1-2 person homes (48%)• Lower white collar workers (47%)• South Islanders (49%)
• Under 40 years old (78%)− students (90%)− younger, no kids (78%)
• Aucklanders (71%)• Home-makers (73%)• 3+ person homes (69%)
SVOD Overall52% daily reach overall
• 45+ year olds (27%)− retirees (11%)− empty nesters (23%)
• Lower income earners (Up to $20k = 38%)
• 15-34 year olds (69%)− students (80%)− younger, no kids (64%)
• Aucklanders (59%)• 4+ person homes (63%)
Radio 48% daily reach overall
• Under 40 years old (41%)− students (41%)
• Unemployed (41%)• Lower income earners (Up to $20k = 39%)
• 55+ year olds (60%)− empty nesters (65%)
• 1-2 person homes (58%)• Lower white collar workers (64%)
Glasshouse Consulting May 2018 | SLIDE 21Base:
These tables summarise the profile of the main media consumed by Maori each day
MEDIA LESS LIKELY TO ENGAGE MORE LIKELY TO ENGAGE
Music Streaming47% daily reach overall
• 50+ year olds (20%)− retirees (8%)− empty nesters (22%)
• 1-2 person homes (31%)• South Islanders (40%)
• Under 40 years old (62%)− students (81%)− younger, no kids (58%)
• 3+ person homes (54%)• Home-makers (59%)
Ondemand39% daily reach overall
• Males (34%)• 60+ year olds (20%)
− retirees (17%)− empty nesters (24%)
• Females (43%)• Under 40 years old (48%)
− younger, no kids (51%)
Newspaper35% daily reach overall
• Females (32%)• Under 40 years old (25%)
− students (28%)− younger, no kids (21%)
• Aucklanders (28%)• Home-makers (29%)• Unemployed (24%)• Blue collar workers (29%)• Lower income earners (25% - up to $30k)
• Males (39%)• 55+ year olds (60%)
− retirees (68%)− empty nester (49%)
• South Islanders (42%)• Upper white collar workers (42%)
Magazine 17% daily reach overall
• No significant trends • Retirees (40%)• Empty nesters (24%)
DAILY MEDIA CONSUMPTION BY CHANNEL, SITE & STATION
Glasshouse Consulting May 2018 | SLIDE 23Base:
Q
2%
2%
2%
2%
2%
2%
2%
2%
1%
1%
5%
2%
2%
1%
1%
7%
1%
1%
1%
1%
1%
2%
1%
1%
9%
BBC Knowledge
Animal Planet
Discovery Turbo
Jones
Soho
SKY News channels
Vibe
Vice
Jones Too
Travel Channel
Some other channel
35%
28%
26%
14%
13%
11%
7%
8%
6%
6%
6%
32%
35%
38%
8%
13%
10%
6%
5%
4%
8%
43%
20%
25%
3%
10%
12%
5%
3%
3%
4%
2%
6%
4%
4%
4%
3%
3%
3%
3%
2%
2%
2%
1%
4%
3%
2%
2%
8%
4%
2%
3%
2%
2%
2%
2%
2%
2%
2%
1%
3%
3%
1%
The decline in reach of linear TV overall appears to be mainly driven by declines in the daily reach of TVNZ 2 and Three. The TVNZ 1 audience is stable while some channels, including Maori TV, show increased daily reach since 2016. Note there is a very long “tail” of channels that attract just 1-2% of Maori each day.
Thinking about yesterday overall, which of the following TV channels did you watch?
All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414)
DAILY REACH OF TV CHANNELS | % OF ALL NZERS
TVNZ 1
TVNZ 2
Three
Mãori TV
SKY Sport 1, 2, 3, 4, 5 or ESPN
Prime
Choice TV
Bravo
Discovery
DUKE
SKY Movies channels
The Edge
History Channel
SKY Kids Channels
Crime & Investigation
Food TV
E!
National Geographic
The Box
The Living Channel
UK TV
Comedy Central
2018 All 15+2016 Maori2018 Maori
Not measured in 2016
Not measured in 2016
Not measured in 2016
Not measured in 2016
Glasshouse Consulting May 2018 | SLIDE 24Base:
Q
TV ads continue to be the most effective means of informing Maori of new TV shows. Word of mouth (friends and family, social media) are next most effective, while surfing through TV channels has declined in influence since 2016.
In which of the following ways do you usually become aware of New Zealand made TV shows?
All Respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414)
HOW PEOPLE BECOME AWARE OF NZ MADE TV SHOWS | % OF ALL NZERS
61%
53%
48%
38%
28%
23%
21%
11%
2%
7%
61%
52%
55%
53%
23%
21%
25%
19%
4%
4%
62%
47%
41%
42%
25%
28%
29%
13%
4%
6%
TV ads for programmes
Friends and family
Social media like Facebook
Surfing through channels
TV sites such as TVNZ Ondemand and 3NOW
The onscreen programme guide / EPG
Newspapers & magazines like TV Guide
Websites other than social media and TV sites
Other source
Don't know
2018 All 15+2016 Maori2018 Maori
Glasshouse Consulting May 2018 | SLIDE 25Base:
Q
48%
18%
34%
62%
22%
16%
51%
32%
17%
Matching the increase in daily reach of Ondemand overall, there has been consistent growth in daily audiences of all Ondemand sites. TVNZ Ondemand now reaches one in four Maori each day. Catching up remains the main reason for using Ondemand however there appears to have been growth in the audience who also use Ondemand as a source of content.
Thinking about yesterday overall, which of the following websites did you watch?Thinking about when you used TVNZ, 3NOW, Prime or SKY Ondemand yesterday, did you use it to…?
All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414)
DAILY REACH OF NZ ONDEMAND SITES | % OF ALL NZERS WHY USED ONDEMAND YESTERDAY | % OF ALL ONDEMAND USERS
Base: All NZ Ondemand users (2018 Maori – n=171; 2016 Maori - n=49; 2018 – n=269)
26%
10%
10%
8%
5%
61%
17%
7%
6%
1%
75%
13%
2%
5%
4%
1%
81%
TVNZ Ondemand
Māori TV Ondemand
3NOW/Three Ondemand
SKY Ondemand/SKY Go
Prime Ondemand
Did not watch Ondemand
Catch up with all or part of a show you had missed on TV
Watch a show that you usually watch online and not on TV
Both
2018 All 15+2016 Maori2018 Maori
2018 All 15+2016 Maori2018 Maori
Not measured in 2016
No significant trends indicate sub-groups within Maori overall which are more or less likely to use Ondemand as
a source of content rather than catch up.
Glasshouse Consulting May 2018 | SLIDE 26Base:
Q
The growth of the SVOD overall among Maori has been driven mainly by Netflix, particularly NZ based Netflix. However NZ On Screen, Lightbox and Neon all show increased daily audiences since 2016.
Thinking about yesterday overall, which of the following websites/services did you use to watch TV shows?
All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414)
DAILY REACH OF SVOD SERVICES | % OF ALL NZERS
New question in 2016.
2018 All 15+2016 Maori2018 Maori
33%
12%
10%
6%
3%
2%
2%
2%
1%
5%
13%
4%
2%
2%
2%
8%
30%
5%
4%
5%
2%
1%
1%
1%
4%
Netflix in NZ
Netflix from overseas
NZ On Screen
Lightbox
Neon
Amazon Prime
Vodafone TV
Hulu
BBC iPlayer
Another site
Not measured in 2016
Not measured in 2016
Glasshouse Consulting May 2018 | SLIDE 27Base:
Q
All online video sites show growth in daily audiences among Maori since 2016. Youtube and Facebook continue to be the most popular with these sites attracting nearly five in ten and four in ten respectively each day.
Thinking about yesterday overall, which of the following websites did you use to watch video?
All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414)
DAILY REACH OF ONLINE VIDEO SITES| % OF ALL NZERS
2018 All 15+2016 Maori2018 Maori 48%
39%
12%
11%
5%
5%
3%
2%
2%
1%
1%
1%
4%
43%
37%
8%
4%
2%
2%
6%
42%
32%
12%
11%
2%
2%
1%
1%
1%
4%
YouTube or Vimeo
Stuff
NZ Herald
Buzzfeed
Radio NZ
The Wireless
Vice
Watchme
Newsroom
Spinoff
Villainesse
Another site
Not measured in 2016
Not measured in 2016
Not measured in 2016
Not measured in 2016
Not measured in 2016
Not measured in 2016
Glasshouse Consulting May 2018 | SLIDE 28Base:
Q
Given the popularity of Youtube and Facebook among Maori it is perhaps not surprising that user generated clips are the most popular type of online video content over news content.
Which of the following types of video did you watch on these sites?
All Who watch online video (2018 Maori – n=275; 2018 – n=736)
TYPES OF ONLINE VIDEO WATCHED| % OF NZERS WHO WATCH ONLINE VIDEO
New question in 2018.
2018 All 15+
2018 Maori
64%
40%
18%
27%
13%
13%
10%
68%
45%
15%
15%
8%
5%
18%
Short clips made by other users of that site
News content
Webseries
Live stream
Interactive documentary
Virtual reality or augmented reality content
Other type
Glasshouse Consulting May 2018 | SLIDE 29Base:
Q
5%
3%
3%
3%
3%
3%
3%
2%
5%
5%
1%
3%
4%
1%
2%
5%
4%
8%
1%
3%
2%
3%
1%
The Rock
Sound
Newstalk ZB
Magic
Hauraki
Radio Live
iHeartRadio
George FM
15%
10%
9%
7%
11%
6%
6%
6%
15%
8%
5%
5%
15%
6%
3%
11%
4%
7%
2%
5%
6%
9%
5%
4%
Mai FM
The Edge
Flava
The Breeze
ZM
RNZ National
More FM
Classic Hits/The Hits
Mai FM continues to attract the biggest daily audience among Maori, followed by The Edge and a fast growing Flava. As with TV channels there is a very long “tail” of stations that attract 1-2% of Maori each day.
Thinking about yesterday overall what New Zealand radio stations did you listen to either on radio or online?
All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414)
DAILY REACH OF ALL RADIO STATIONS | % OF ALL NZERS
2018 All 15+2016 Maori2018 Maori
Not measured in 2016
Not measured in 2016
2%
1%
1%
1%
1%
1%
1%1%
2%
0%
2%
1%
BFM
BASE FM
Rhema
Rova
Life
RNZ Concert
Radio Sport
Glasshouse Consulting May 2018 | SLIDE 30Base:
Q
While the daily audience listening to Spotify each day has grown significantly since 2016, Youtube remains the most popular site on which to listen to streamed music –attracting three in ten Maori each day.
Thinking about yesterday overall, which of the following websites did you use to watch video?
All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414)
DAILY REACH OF MUSIC SITES| % OF ALL NZERS
New question in 2016.
2018 All 15+2016 Maori2018 Maori
30%
25%
8%
6%
3%
1%
30%
14%
6%
5%
8%
19%
23%
4%
2%
3%
YouTube or Vimeo
Spotify
Apple Music
Soundcloud
Amazon Music Unlimited
Another site
Not measured in 2016
MUSIC CONSUMPTION AND BEHAVIOUR
Glasshouse Consulting May 2018 | SLIDE 32Base:
Q
Word of mouth from friends and family remains the most common means by which Maori learn of new music. The influence of radio has declined since 2016 and streaming services such as Youtube and Spotify are now equally influential.
In which of the following ways, if any, do you usually find out about new music?
All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414)
SOURCES OF AWARENESS OF NEW MUSIC | % OF ALL NZERS
63%
54%
54%
30%
19%
17%
14%
12%
5%
5%
8%
66%
66%
55%
28%
22%
22%
20%
6%
6%
9%
6%
60%
60%
50%
21%
19%
16%
19%
11%
5%
6%
10%
Friends or family
NZ radio stations broadcast on radio or online
Streaming services (Eg. YouTube, Spotify, SoundCloud, iTunes)
Music TV stations
Live performances
In shops
Newspapers & magazines
Websites such as podcasts, music review sites, blogs, gig guides
Overseas radio stations online
Some other way
None, don't often hear new music
2018 All 15+2016 Maori2018 Maori
Glasshouse Consulting May 2018 | SLIDE 33Base:
Q
77%
58%
25%
24%
20%
6%
3%
3%
4%
9%
77%
49%
22%
25%
21%
7%
18%
70%
52%
18%
22%
25%
6%
1%
1%
6%
17%
More than 90% of Maori have now ever listened to streamed music, with Youtube being the most popular site followed by Spotify. Spotify has shown the most growth since 2016, but Youtube continues to attract the biggest audience with 31% listening every day.
Which of the following have you ever listened to music on?; Q13d: About how often do you listen to…?
All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414)
EVER USE TO LISTEN TO MUSIC | % OF ALL NZERS WEEKLY REACH | % OF ALL NZERS
YouTube/Vimeo
Spotify
SoundCloud
Apple Music
iHeartRadio
Rova
Tidal
Amazon Music Unlimited
Other
None of these
63%
38%
12%
12%
8%
4%
2%
2%
60%
25%
11%
8%
7%
46%
32%
8%
4%
9%
3%
1%
YouTube/Vimeo
Spotify
Apple Music
SoundCloud
iHeartRadio
Rova
Tidal
Amazon Music Unlimited
31% every day
21% every day
Not measured in 2016
Not measured in 2016
Not measured in 2016
2018 All 15+2016 Maori2018 Maori
Not measured in 2016Not measured in 2016
Not measured in 2016
DEVICES PERSONALLY OWN OR HAVE DAILY ACCESS TO
Glasshouse Consulting May 2018 | SLIDE 35Base:
Q
72%
71%
64%
53%
53%
45%
40%
39%
35%
82%
82%
75%
71%
28%
54%
50%
27%
26%
82%
88%
83%
78%
49%
57%
39%
43%
39%
Smartphone
Working TV
PC or laptop for personal use
Working radio
Netflix
Tablet such as an iPad
SKY TV
UFB
Smart TV connected to Internet
29%
28%
24%
24%
14%
8%
7%
5%
23%
46%
15%
19%
5%
6%
3%
17%
36%
20%
28%
19%
10%
7%
4%
Games console through which you watchOndemand
PVR (MySKY, MyFreeview)
FreeviewPlus/MyFreeviewPlus
Chromecast
Lightbox
Apple TV
Neon
Vodafone TV
Smartphones, TVs and PC/laptops are the most widespread technologies, but the devices and technologies that have become more widespread since 2016 are Netflix, UFB, smart TVs connected to the Internet and games consoles through which Ondemand can be watched. This trend helps explain the audience growth in SVOD, online video, and Ondemand.
Which of the following, if any, do you personally own or have daily access to?
All respondents: (2018 Maori - n=451; 2016 Maori - n=195; 2018 All 15+ – n=1,414)
DEVICES AND SERVICES PERSONALLY OWN OR HAVE ACCESS TO| % OF ALL NZERS
Not measured in 2016
2018 All 15+2016 Maori2018 Maori