where are the audiences?€¦ · music attracts the biggest pacific island audiences each day,...

WHERE ARE THE AUDIENCES?

Full Report – Pacific Island peoples

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 Pacific Island peoples.

− It compares the 2016 and 2018 results among Pacific Island peoples, as well as comparing to the 2018 results among all New Zealanders.


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= 107 Pacific Island peoples.

• In order to boost the robustness of the analysis based on Pacific Island peoples alone and enable more detailed and reliable analysis of subgroups within that ethnic group, a separate booster sample of n=157 Pacific Island peoples was commissioned. This sample was developed via online interviewing using the Research Now/SSI research panel.

• This booster sample has been combined with the Pacific Island respondents from the main study. This report is based on n = 264 Pacific Island respondents 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 total sample of Pacific Island peoples has a maximum margin for error of +/-6.0%.


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 Pacific Island peoples 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 Pacific Island peoples 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+ Pacific Island peoples population;

− Note that these age weights are significantly different to the total NZ 15+ population due to the much younger profile of the Pacific Island population compared to the general population.


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.


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. Online video has grown slightly since 2016 to attract a bigger weekly audience than TV and radio, both of which are stable. SVOD has grown significantly, driven by NZ based SVOD services, as has Ondemand since 2016. The stability of linear TV masks the significant decline in viewing via SKY TV while the FTA platform audience grows.

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 Pacific - n=264; 2016 Pacific - n=83; 2018 All 15+ – n=1,414)

WEEKLY REACH OF ALL MEDIA | % OF ALL NZERS

84%

83%

74%

68%

67%

66%

62%

61%

61%

59%

54%

79%

82%

74%

51%

75%

72%

71%

51%

37%

46%

42%

72%

82%

78%

62%

52%

46%

67%

44%

48%

54%

32%

52%

43%

31%

29%

25%

23%

13%

11%

12%

5%

5%

55%

41%

26%

20%

15%

16%

14%

12%

7%

11%

47%

45%

18%

32%

21%

9%

6%

8%

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.

Online video (Eg. YouTube, Facebook)

Total (net) Linear TV

Live New Zealand Radio

Total (net) SVOD

TV (via Pay TV platform)

Listen to music on YouTube

Newspaper (including online)

Ondemand

NZ SVOD (e.g. Netflix, Lightbox)

TV (via FTA platform)

Overseas SVOD (e.g.Netflix, Hulu)

Music (CDs, iPod, vinyl)

Magazine (including online)

Online NZ radio

Listen to music on Spotify

Listen to podcasts

Online international radio

Look for extra material online about a TV show

Streamed, downloaded, torrented TV shows

Downloaded songs/albums for free

Listen to iHeartRadio

Used VPN to watch shows on overseas website

2018 All 15+2016 Pacific2018 Pacific

Not measured in 2016


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 Pacific Island peoples engage with.

BASE: All respondents: (2018 Pacific - n=264; 2016 Pacific - n=83; 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%

55%

54%

53%

47%

46%

40%

37%

33%

33%

32%

31%

18%

16%

9%

8%

66%

74%

33%

65%

56%

18%

55%

33%

41%

32%

32%

30%

14%

18%

10%

52%

66%

37%

39%

55%

30%

39%

19%

41%

20%

37%

16%

9%

19%

4%

7%



Total (net) SVOD

Music online/streamed (Eg. YouTube, Spotify)


NZ SVOD (Eg. Netflix, Lightbox)


NZ Ondemand


Music (iPod, CDs)


Overseas SVOD (Eg. Netflix, Hulu)

Online NZ radio



Listened to a podcast



On a daily basis online video now attracts the biggest audience among Pacific Island peoples. However the overtaking of traditional media is due to a significant decline in linear TV, driven by a significant decline in viewing via SKY TV, rather than an increase in online video viewing. Overall SVOD, driven by NZ based SVOD services, shows a significant increase in audience since 2016. Both streamed music and broadcast radio attract about one in two Pacific Island peoples, however both show declines in audience size since 2016.


Q

49%

49%

35%

35%

29%

26%

25%

25%

22%

19%

50%

51%

43%

16%

27%

35%

23%

16%

29%

24%

42%

19%

32%

27%

43%

20%

13%

23%

25%

4%

YouTube (for onlinevideo)

YouTube (for music)

Facebook (for onlinevideo)

Netflix in NZ

TVNZ 1

TVNZ 2

TVNZ Ondemand

Spotify

Three

Mai FM

Given the popularity of online video overall it is not surprising that YouTube for video and for music attracts the biggest Pacific Island audiences each day, followed by Facebook video. NZ Netflix shows significant growth since 2016 to attract the fourth biggest audience, ahead of TVNZ 1, TVNZ 2, and TVNZ Ondemand. Mai FM attracts one in five Pacific Island peoples each day.

Which of the following did you use yesterday?

All respondents: (2018 Pacific – n=264; 2016 Pacific - n=83; 2018 All 15+ – n=1,414)

MOST POPULAR CHANNELS, SITES & STATIONS (ABOVE 10% REACH ) | % OF ALL NZERS

2018 All 15+2016 Pacific 2018 Pacific 13%

12%

11%

11%

11%

11%

11%

8%

19%

8%

9%

11%

5%

2%

10%

12%

4%

11%

Netflix from overseas

Flava

SKY Sport channels

Prime

SKY Ondemand

NZ Herald (for video)


Similar to the wider NZ population the main factor influencing media consumption among Pacific Island peoples is age/life stage (Ie. the generation gap).

• There is a clear generation gap in terms of media consumption between younger and older Pacific Island peoples. Below the age of 40 online media such as online video, SVOD and Ondemand tends to dominate daily audiences, while older Pacific Island peoples tend to favour traditional media such as TV, radio, newspapers and magazines.

• However the generation gap is significantly less clear cut and strong among Pacific Island peoples 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 it is important to remember that the age profile of Pacific Island peoples is very young (summarised below as per 2013 Census).

− 46% aged under 20


− 15% aged 50 or over.

• Therefore the biggest audiences will typically be found by examining the behaviour of younger Pacific Island peoples. This profile also helps explain the finding that the biggest Pacific Island audiences are to be found on online sites rather than TV channels.

DAILY MEDIA CONSUMPTION


Q

Online video now attracts the biggest audience. However this is due to a significant decline in linear TV, due to a significant decline in viewing via SKY TV, rather than an increase in online video viewing. SVOD, driven by NZ SVOD services, shows a significant increase since 2016. Both streamed music and radio attract about one in two Pacific Island peoples, although both have declined since 2016.

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.


DAILY REACH OF ALL MEDIA | % OF ALL NZERS


The biggest declines in audience size since 2016 are:• Linear TV – down 26%

› Due to a decline in pay TV platform viewing (down 27%)

• Radio – down 16%.• Music streaming – down 18%• Newspapers – down 20%

The biggest increases are: • Total SVOD – up 64%

› Due to a 156% increase in NZ SVOD services


The rapid decline in listening to music on physical formats seen among New Zealanders aged under 40 is not seen among Pacific Island peoples. In addition the decline in music streaming is unique to Pacific Island peoples – though it remains very popular.

63%

55%

54%

53%

47%

46%

40%

37%

33%

33%

32%

31%

18%

16%

9%

8%

66%

74%

33%

65%

56%

18%

55%

33%

41%

32%

32%

30%

14%

18%

10%

52%

66%

37%

39%

55%

30%

39%

19%

41%

20%

37%

16%

9%

19%

4%

7%



Total (net) SVOD





NZ Ondemand


Music (iPod, CDs)



Online NZ radio



Listened to a podcast Not measured in 2016


Q

Online video draws the biggest audience of Pacific Island peoples before 6pm. After that time linear TV narrowly becomes the most popular. Music streaming and radio are second most popular to start the day among Pacific Island peoples.


All respondents (2018 Pacific – n=264)

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


Q

Among other media only music on physical formats and overseas SVOD attract more than 10% of Pacific Island peoples at any point in the day.


All respondents (2018 Pacific – n=264)

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


Music (iPod, CDs)

Overseas SVOD

Online NZ Radio

Online International Radio

Podcast


Q

While online video attracts the biggest audience of Pacific Island peoples each day, the most time is dedicated to SVOD (over four hours per day among users). Linear TV is narrowly behind this on just under four hours per day. Pacific Island peoples dedicate more time than New Zealanders overall to online video, SVOD, Ondemand and music on physical formats, but less time listening to the radio.

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

153

215

247

163

128

182

173

164

155

130

149

100

130

100

158

204

206

133

115

131

193

139

139

133

141

83

76

100

226

184

143

185

150

223

115

169

97

141

110

107

87



Total (net) SVOD




TV (via pay TV platform)

NZ Ondemand

TV (via free to air platform)

Music (iPod, CDs)


Online NZ radio


Podcast

Note: in this chart average total minutes are based

only 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 Pacific 2018 Pacific

HOW DO AUDIENCES VARY ACROSS DIFFERENT MEDIA?


Similar to the wider NZ population the main factor influencing media consumption among Pacific Island peoples is age/life stage (Ie. the generation gap).

• There is a clear generation gap in terms of media consumption between younger and older Pacific Island peoples. Below the age of 40 online media such as online video, SVOD and Ondemand tends to dominate daily audiences, while older Pacific Island peoples tend to favour traditional media such as TV, radio, newspapers and magazines.

• However the generation gap is significantly less clear cut and strong among Pacific Island peoples 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 it is important to remember that the overall age profile of Pacific Island peoples is very young (summarised below as per 2013 Census).



− 15% aged 50 or over.

• Therefore the biggest audiences will typically be found by examining the behaviour of younger Pacific Island peoples. This profile helps explain the finding that the biggest Pacific Island audiences are to be found on online sites rather than TV channels.


Q

72%

50%

69%

72%

49%

43%

29%

14%

45%

64%

22%

20%

43%

28%

47%

25%



Total (net) SVOD



NZ Ondemand



The generation gap is the main differentiating influence on audience behaviour. Below 40 online media is significantly more popular and evenly divided between online video, SVOD and streamed music, whereas above the age of 50 linear TV remains dominant. The exception is radio which attracts a bigger proportion of younger Pacific Island peoples than 50+ year olds.


All respondents: (15-39 n=160; 50+ n=61)

DAILY REACH OF ALL THE MEDIA | % OF OLDER AND YOUNGER PACIFIC ISLAND PEOPLES

• Among 15-39s, one in two 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 linear TV remains dominant. Below this radio, online video and newspapers attract similar sized audiences among 50+ year olds.


15-3950+


These tables summarise the profile of the main media consumed by Pacific Island peoples each day

MEDIA LESS LIKELY TO ENGAGE MORE LIKELY TO ENGAGE

Linear TV55% daily reach overall

• 15-39 year olds (50%)− students (39%)− younger, no kids (41%)

• 45+ year olds (66%)− retirees (87%)

• Upper white collar workers (69%)• Higher income earners (earn $80k+ = 71%)

Online video63% daily reach overall

• 45+ year olds (45%)− retirees (27%)− empty nesters (41%)

• Under 40 years old (72%)− students (81%)

• Home-makers (77%)• Families (67%)

SVOD Overall54% daily reach overall


• 15-34 year olds (73%)− students (69%)

Radio 47% daily reach overall

• Retirees (23%) • Upper white collar workers (61%)


These tables summarise the profile of the main media consumed by Pacific Island peoples each day

MEDIA LESS LIKELY TO ENGAGE MORE LIKELY TO ENGAGE

Music Streaming53% daily reach overall


• 1-2 person homes (38%)

• Under 40 years old (72%)− students (81%)− younger, no kids (65%)

Ondemand37% daily reach overall

• 50+ year olds (28%)− retirees (8%)

• 30-39 year olds (51%)− younger, no kids (48%)

Newspaper33% daily reach overall

• No significant consistent trends are evident • 55-64 year olds (80%)• Upper white collar workers (55%)

Magazine 16% daily reach overall

• No significant consistent trends are evident • 55-64 year olds (40%)• Upper white collar workers (26%)

DAILY MEDIA CONSUMPTION BY CHANNEL, SITE & STATION


Q

2%

2%

2%

1%

1%

1%

1%

1%

1%

1%

1%

4%

2%

1%

1%

2%

2%

1%

1%

1%

11%

2%

1%

1%

1%

1%

1%

1%

1%

1%

9%

National Geographic

Soho

Jones

Animal Planet

The Box

Jones Too

Discovery Turbo

Comedy Central

BBC Knowledge

Travel Channel

Garage

Some other channel

29%

26%

26%

11%

11%

7%

7%

6%

6%

6%

5%

27%

35%

29%

19%

8%

7%

3%

1%

10%

43%

20%

25%

10%

12%

5%

3%

3%

4%

2%

3%

5%

4%

4%

3%

3%

3%

3%

3%

2%

2%

2%

2%

3%

5%

13%

4%

1%

3%

1%

3%

1%

2%

2%

2%

2%

2%

1%

3%

2%

2%

3%

The decline in reach of linear TV, driven by a decline in viewing via SKY TV, results in declines in audiences since 2016 for many SKY channels and especially SKY Sport, SKY Movies and Discovery. Free to air channels, except TVNZ 2, are typically more stable. Note there is a very long “tail” of channels that attract just 1-2% daily reach among Pacific Island peoples.

Thinking about yesterday overall, which of the following TV channels did you watch?


DAILY REACH OF TV CHANNELS | % OF ALL NZERS

TVNZ 1

TVNZ 2

Three

SKY Sport 1, 2, 3, 4, 5 or ESPN

Prime

Choice TV

Bravo

Mãori TV

DUKE

The Edge

Discovery

SKY Kids channels

Crime & Investigation

Food TV

SKY Movies channels

E!

Vibe

The Living Channel

The History Channel

Vice

SKY News channels

UK TV







Q

TV ads continue to be the most effective means of informing Pacific Island peoples 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, perhaps as a result of the decline in viewing via SKY TV.

In which of the following ways do you usually become aware of New Zealand made TV shows?

All Respondents: (2018 Pacific – n=264; 2016 Pacific - n=83; 2018 All 15+ – n=1,414)

HOW PEOPLE BECOME AWARE OF NZ MADE TV SHOWS | % OF ALL NZERS

61%

50%

50%

36%

28%

21%

18%

17%

4%

6%

60%

45%

58%

49%

41%

31%

32%

20%

3%

7%

62%

47%

41%

42%

25%

29%

28%

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

Newspapers & magazines like TV Guide

The onscreen programme guide / EPG

Websites other than social media and TV sites

Other source

Don't know



Q

51%

23%

26%

43%

26%

31%

51%

32%

17%

The daily reach of Ondemand overall is stable. Consequently there has been little change in the daily audiences of all Ondemand sites. TVNZ Ondemand reaches one in four Pacific Island peoples each day. Catching up remains the main reason for using Ondemand, but unlike New Zealanders overall there has been no growth in the proportion who 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…?


DAILY REACH OF NZ ONDEMAND SITES | % OF ALL NZERS WHY USED ONDEMAND YESTERDAY | % OF ALL ONDEMAND USERS

Base: All NZ Ondemand users (2018 Pacific – n=96; 2016 Pacific - n=28; 2018 – n=269)

25%

11%

8%

5%

5%

63%

23%

9%

11%

5%

67%

13%

4%

5%

2%

1%

81%

TVNZ Ondemand

SKY Ondemand/SKY Go

3NOW/Three Ondemand

Māori TV Ondemand

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





Q

The growth of SVOD overall among Pacific Island peoples has been driven mainly by NZ based Netflix. However NZ On Screen and Lightbox both show increased daily audiences since 2016.

Thinking about yesterday overall, which of the following websites/services did you use to watch TV shows?


DAILY REACH OF SVOD SERVICES | % OF ALL NZERS

New question in 2016.


35%

13%

9%

5%

3%

2%

2%

3%

2%

3%

16%

11%

3%

1%

2%

1%

2%

10%

30%

5%

4%

5%

1%

1%

2%

1%

4%

Netflix in NZ

Netflix from overseas

NZ On Screen

Lightbox

Hulu

BBC iPlayer

Amazon Prime

Neon

Vodafone TV

Another site




Q

While online video is popular its audience has not grown overall since 2016 and this is reflected in the stability in audience size of each site. YouTube and Facebook are most popular by a significant margin, with Facebook declining as new alternatives become available.

Thinking about yesterday overall, which of the following websites did you use to watch video?


DAILY REACH OF ONLINE VIDEO SITES| % OF ALL NZERS

2018 All 15+2016 Pacific 2018 Pacific 49%

35%

11%

8%

4%

3%

2%

2%

2%

1%

1%

1%

4%

50%

43%

11%

9%

3%

8%

2%

42%

32%

11%

12%

2%

2%

1%

1%

1%

4%

YouTube or Vimeo

Facebook

NZ Herald

Stuff

Buzzfeed

Radio NZ

Spinoff

Newsroom

Watchme

The Wireless

Vice

Villainesse

Another site








Q

Given the popularity of YouTube and Facebook among Pacific Island peoples it is perhaps not surprising that user generated clips are the most popular type of content over news content.

Which of the following types of video did you watch on these sites?

All Who watch online video (2018 Pacific – n=161; 2018 – n=736)

TYPES OF ONLINE VIDEO WATCHED| % OF NZERS WHO WATCH ONLINE VIDEO


2018 All 15+

2018 Pacific

64%

38%

25%

24%

11%

7%

13%

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


Q

2%

2%

2%

2%

2%

2%

2%

5%

1%

1%

1%

1%

4%

1%

1%

4%

Magic

Radio Sport

BFM

Life

The Most

Radio Control

Sound

5%

5%

4%

4%

3%

2%

2%

5%

4%

3%

2%

2%

4%

3%

4%

3%

9%

2%

5%

1%

2%

Classic Hits/The Hits

iHeartRadio

RNZ National

Rhema

The Rock

George FM

Radio Live

19%

12%

9%

7%

7%

7%

6%

24%

8%

9%

4%

4%

4%

6%

4%

2%

7%

6%

5%

5%

8%

Mai FM

Flava

The Edge

ZM

The Breeze

More FM

Newstalk ZB

Mai FM continues to attract the biggest daily audience among Pacific Island peoples, followed by a fast growing Flava and then The Edge. The popularity of Mai FM represents a very large audience for a single radio station. By comparison the biggest audience for a single station among all New Zealanders is RNZ National with 9%.

Thinking about yesterday overall what New Zealand radio stations did you listen to either on radio or online?


DAILY REACH OF ALL RADIO STATIONS | % OF ALL NZERS




Q

While the daily audience listening to Spotify each day has grown significantly since 2016 and YouTube’s audience has declined, YouTube remains the most popular site on which to listen to streamed music – attracting four in ten Pacific Island peoples each day.

Thinking about yesterday overall, which of the following websites did you use to watch video?


DAILY REACH OF MUSIC SITES| % OF ALL NZERS



38%

25%

8%

5%

1%

3%

51%

16%

11%

12%

4%

19%

23%

2%

4%

3%

YouTube or Vimeo

Spotify

Soundcloud

Apple Music

Amazon Music Unlimited

Another site


MUSIC CONSUMPTION AND BEHAVIOUR


Q

Word of mouth from friends and family remains the most common means by which Pacific Island peoples learn of new music. Streaming services such as YouTube and Spotify followed by radio are next most influential.

In which of the following ways, if any, do you usually find out about new music?


SOURCES OF AWARENESS OF NEW MUSIC | % OF ALL NZERS

58%

53%

45%

24%

18%

16%

13%

11%

5%

6%

10%

72%

63%

57%

34%

22%

15%

9%

17%

8%

13%

5%

60%

50%

60%

21%

16%

19%

11%

19%

5%

6%

10%

Friends or family

Streaming services (Eg. YouTube, Spotify, SoundCloud, iTunes)

NZ radio stations broadcast on radio or online

Music TV stations

In shops

Newspapers & magazines

Websites such as podcasts, music review sites, blogs, gig guides

Live performances

Overseas radio stations online

Some other way

None, don't often hear new music



Q

80%

49%

28%

20%

18%

8%

3%

2%

3%

6%

81%

42%

38%

29%

12%

14%

9%

70%

52%

18%

22%

25%

6%

1%

1%

6%

17%

More than 90% of Pacific Island peoples have now listened to streamed music with YouTube being the most popular site. Spotify has shown the most growth since 2016 but remains second most popular. The proportion who have ever listened to iHeartRadio has grown since 2016, but its weekly audience remains low.

Which of the following have you ever listened to music on?; Q13d: About how often do you listen to…?


EVER USE TO LISTEN TO MUSIC | % OF ALL NZERS WEEKLY REACH | % OF ALL NZERS

YouTube/Vimeo

Spotify

SoundCloud

Apple Music

iHeartRadio

Rova

Tidal


Other

None of these

66%

29%

12%

10%

5%

5%

1%

2%

72%

20%

25%

14%

7%

46%

32%

4%

8%

9%

3%

1%

YouTube/Vimeo

Spotify

SoundCloud

Apple Music

iHeartRadio

Rova


Tidal

38% every day

16% every day





Not measured in 2016Not measured in 2016


DEVICES PERSONALLY OWN OR HAVE DAILY ACCESS TO


Q

76%

71%

66%

52%

51%

49%

38%

37%

33%

79%

75%

73%

63%

34%

51%

59%

28%

35%

82%

88%

83%

78%

49%

57%

39%

39%

43%

Smartphone

Working TV

PC or laptop for personal use

Working radio

Netflix

Tablet such as an iPad

SKY TV

Smart TV connected to Internet

UFB

28%

28%

25%

21%

11%

6%

5%

7%

31%

46%

18%

21%

4%

12%

3%

17%

36%

28%

20%

19%

10%

4%

7%

Games console through which you watchOndemand

PVR (MySKY, MyFreeview)

Chromecast

FreeviewPlus/MyFreeviewPlus

Lightbox

Apple TV

Vodafone TV

Neon

Smartphones, TVs and PC/laptops remain the most widespread technologies, but the devices and technologies that have become more widespread since 2016 are Netflix, smart TVs connected to the Internet, Chromecast, Lightbox and other SVOD services. Note the significant decline in SKY TV penetration since 2016.

Which of the following, if any, do you personally own or have daily access to?


DEVICES AND SERVICES PERSONALLY OWN OR HAVE ACCESS TO| % OF ALL NZERS



where are the audiences?€¦ · music attracts the biggest pacific island audiences each day,...

Documents