Where Are The Audiences? NZ On Air's latest study shows us!

Posted Tuesday 12 Sep 2023

Where Are The Audiences? NZ On Air's latest study shows us!

This country's media consumption has reached a definitive tipping point, according to the latest New Zealand On Air Where Are The Audiences? 2023 study. The research provides not only a snapshot of current audience behaviour but also how behaviour is evolving over time.

The findings in the sixth WATA survey show  for the first time significant declines in traditional media use among 60+ year olds. “40-59 year olds are now at the cross-over point where digital media audiences overtake traditional media.”  

Other key findings show that all digital media show audience growth after a pause in 2021 potentially related to lockdown. "There is now a clear gap between the daily audiences watching overseas online video and SVOD, and TV audiences. The daily reach of streamed music has also overtaken radio listening."

And all traditional media continue to show consistently declining audiences, with TV no longer attracting the biggest audiences during its traditional peak time of 6:00pm-10:30pm.

Click here to read the full report