The Australian appetite for on demand television will hit a high point this holiday season according to a new study by Paywizard.
The pay TV marketing platform provider commissioned the study which found 26 per cent of Australian consumers were currently using a streaming service and a further 17 per cent planning to sign up ahead of the holiday season.
Part of a global study, the findings showed Internet TV services would be popular with consumers around the world this Christmas, with 52 per cent of viewers planning to use an online TV service during the festive season. The study surveyed consumers in Australia, Brazil, Germany, Singapore, the UK and US, and analysed how consumers plan on watching TV this Christmas, which TV services they prefer and which devices they plan to use.
Adoption of Internet TV in Australia matched the average of countries surveyed, Australians emerged as the most unlikely to both sign up to new services and consider embracing more than one Internet TV subscription at 39 per cent.
However, the adoption rate of such services in Australia does not translate into repeat business for subscription providers with the study also revealing that 29 per cent of new subscribers intend to cancel within 3 months. Of those surveyed, 31 per cent cited lack of content as the reason for leaving these new subscription services.
Unsurprisingly, free TV services are popular with Australians, as more than three quarters of consumers 77 per cent plan on watching free TV channels over Christmas.
The study also revealed that 87 per cent of Australians will sit in front of the TV screen to watch television this Christmas. Mobile viewing is also on the rise, with 38 per cent of consumers planning to use a laptop, tablet or mobile to view content.
The generational divide impacted on viewing habits with millennials preferring to use streaming services via laptops and tablets at 55 per cent in comparison to older generations at just 19 per cent. Almost a third of respondents said they plan to watch a DVD or boxset during the holidays.