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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.


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%.


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.


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. 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


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) 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




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.


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?


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


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.


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


− 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


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.


DAILY REACH OF ALL MEDIA | % OF ALL NZERS


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) SVOD





NZ Ondemand



Music (iPod, CDs)



Online NZ radio

Listened to a podcast



Note that the rapid decline in listening to music on physical formats seen among New Zealanders aged under 40 is not seen among Maori.


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.


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


Q

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


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


Music (iPod, CDs)

Overseas SVOD

Online NZ Radio

Online International Radio

Podcast


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) 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 on people who engage with each media (i.e. excludes

zero minutes).

Media ranked in order of daily reach.



HOW DO AUDIENCES VARY ACROSS DIFFERENT MEDIA?


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).



− 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.


Q

53%

78%

67%

41%

62%

48%

25%

14%

76%

50%

23%

59%

20%

22%

55%

23%



Total (net) SVOD



NZ Ondemand



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.


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.


15-3950+


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


• 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


• 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%)


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


• 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


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?


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







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



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…?


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




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.


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?


DAILY REACH OF SVOD SERVICES | % OF ALL NZERS

New question in 2016.


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




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?


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

Facebook

Stuff

NZ Herald

Buzzfeed

Radio NZ

The Wireless

Vice

Watchme

Newsroom

Spinoff

Villainesse

Another site








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


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


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?


DAILY REACH OF ALL RADIO STATIONS | % OF ALL NZERS




2%

1%

1%

1%

1%

1%

1%1%

2%

0%

2%

1%

BFM

BASE FM

Rhema

Rova

Life

RNZ Concert

Radio Sport


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?


DAILY REACH OF MUSIC SITES| % OF ALL NZERS



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


MUSIC CONSUMPTION AND BEHAVIOUR


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?


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



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…?


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

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


31% every day

21% every day





Not measured in 2016Not measured in 2016


DEVICES PERSONALLY OWN OR HAVE DAILY ACCESS TO


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?


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



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