Question 1

Is the connected TV market still expanding rapidly?

Accepted Answer

The market has transitioned from disruptive growth to a plateau, with connected TV penetration holding steady at 75%. Future growth is now characterized by incremental gains and deeper household integration rather than new user acquisition.

Question 2

Are consumers moving away from using televisions entirely?

Accepted Answer

A distinct 'TV refusenik' segment has emerged, more than doubling since 2021 to reach 9% of Australian households. This group, primarily composed of young and urban demographics, bypasses the television screen in favor of mobile devices for all video consumption.

Question 3

What is the current demand for high-resolution video hardware?

Accepted Answer

Adoption of high-resolution displays is accelerating, with 27% of households now owning a 4K-capable set. This trend is set to intensify as 88% of consumers planning a television purchase intend to upgrade to 4K resolution.

Question 4

How does device usage differ between paid and ad-supported services?

Accepted Answer

Consumption patterns are bifurcated by content type; 77% of SVOD viewers prefer the television screen for premium content, whereas 61% of AVOD viewers utilize smartphones. This indicates that ad-supported short-form content is increasingly a mobile-first experience.

2023 Consumer Media Survey: Video Devices

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