UK’s independent regulator for the communications services, Ofcom, has released its second annual Media Nations Report, which reviews key trends in the television, online video, radio and other audio sectors.  It’s an incredibly useful report for the Australian market despite the obvious market differences - as everyone in Australia knows only too well that pulling together a holistic view of cross device consumption is no mean feat. 

The age differences fascinates me and although I won’t get bogged in a “millennials” market debate, I totally agree that it shouldn’t change marketers overarching strategy.  But goodness it will impact the implementation of marketers' strategies. 

Video consumption time is probably even higher than stated in the report - and it’s only getting harder to capture an absolutely accurate picture of video time with the increase in short form video content across media environments that have not traditionally classed as “video” environments (eg. short news and sport clips and videos with a range of social environments). 

Video time across screens is still dominated by ad funded content, though SVOD and non-ad supported gaming time has increased. Audio is a trickier market to pull apart, particularly with the mix of ad supported and non-ad supported listening in streaming products like Spotify. However, overall the TV industry seems to have done a better job than the radio industry of transitioning audiences to non-live options. I will be interested to see how and if this changes over the coming years - particularly with broadcaster moves into the podcasting.