Podcast, subscription video on demand audiences growing, NZ On Air survey finds

by Andre Chumko

Subscription video on demand services and podcasts are the only media to have grown their daily audiences in the past year in Aotearoa, new research reveals.

On Friday, the results from the NZ On Air survey Where Are The Audiences? showed the Covid-19 pandemic had only a “minor, temporary” impact on audience behaviour, with most audience trends continuing in the same direction as they had been before 2020.

“[This is a] significant piece of information,” NZ On Air chief executive Cameron Harland told a Zoom webinar on Friday, adding the survey’s results would help guide the broadcasting agency in selecting focus areas for future funding.

The research, conducted over April and May by market researchers Glasshouse Consulting, asked 1420 Kiwis aged over 15 about the media they used.

Online videos were the media format that reached the most New Zealanders each day. Meanwhile, subscription video on demand services and podcasts were the media forms that grew their audiences in the last year in NZ.
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Online videos were the media format that reached the most New Zealanders each day. Meanwhile, subscription video on demand services and podcasts were the media forms that grew their audiences in the last year in NZ.
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