How Much TV and Video Austrians Consume Daily

With 270 minutes of daily moving image consumption, the 50+ age group is significantly above average. TV clearly leads with around 91 percent. A different picture emerges for the 14 to 29-year-olds. They average 184 minutes per day, with TV (51 percent) and video (47 percent) roughly balancing each other, according to the study, which has been conducted annually since 2016 on behalf of the Rundfunk und Telekom Regulierungs-GmbH (RTR Medien) and the Arbeitsgemeinschaft Teletest (AGTT). The survey of 4,000 people aged 14 and over was conducted in February by the market research institute GfK Austria.

Nonlinear TV Usage on the Rise

In previous years, video usage among 14 to 29-year-olds was always slightly ahead of TV usage. This trend towards video is not confirmed in the latest study. On the contrary, nonlinear TV usage has increased significantly. On-demand TV increased by three percentage points to 10.4 percent. Together with time-shifted TV, the nonlinear sector reaches almost 18 percent among those under 30. "This is the highest value in a long time and even surpasses streaming providers," said AGTT chairman Thomas Gruber. Traditional broadcasters are increasingly winning back the young target group with their curated content. This is ultimately important for securing the media location with Austrian content, Gruber said. In contrast, streaming providers are increasingly suffering from fragmentation. "The times of high growth rates are over," he stated.

"Austrian providers have put a lot of work into their platforms. The investments in this world are paying off. The commitment of TV providers is certainly going in the right direction," interpreted RTR-Medien managing director Wolfgang Struber the results. It is essential that national content or platforms like ORF ON, Joyn, or ServusTV On are easily findable on end devices - and not just Netflix, Disney+, or Amazon Prime Video have a fixed place. This would require a commitment at the European level, Struber noted.

Further Trends in Video Usage

The largest chunk of average video usage, amounting to 47 minutes, is taken up by YouTube (26 percent). This is followed by Netflix (19 percent) and Amazon Prime Video (10 percent). Among 14 to 29-year-olds (86 minutes), YouTube (28 percent) also leads, followed by Netflix (18 percent). TikTok ranks third (8 percent).

Looking at the devices used, it is evident that the traditional television set is largely unrivaled in the use of TV content with 92 percent. It also leads in video consumption with 37 percent, but faces competition from PCs or laptops (31 percent) and smartphones (22 percent). Even those under 30 do not want to forgo the TV set for TV consumption (74 percent). However, videos are increasingly being watched by them on smartphones (33 percent) and laptops (29 percent).

(APA/Red.)

This article has been automatically translated, read the original article here.