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Panpa Bulletin : March 2007
PANPA Bulletin March 2007 33 tracker Pay TV finally scales old peak Being keen students of the entire gamut of media this month we track what has been happening to Pay TV. And, the new offerings appear to have been having some effect. Subscription and usage ('watched in last 7 days') have both been on a steady upswing for the past two years. However, whilst it may be described as steady it could not be described as meteoric growth. Both measures have increased by 1.5% over that time period and have now reached the giddy heights they reached back in early 2002. And there continues to be a hefty gap between people who have access (i.e. subscribe) and those who actually watch. It is of course likely that some subscribers are infrequent viewers but it is nevertheless surprising that consistently 20% of subscribers do not appear to be watching. If we take a peek at usage by broad lifestage segments we see quite a variation in appeal. The real growth over the past two years has come from 'Families' although it is still the 'Affluent' who are most likely to watch. At the same time as 'Families' grew the 'Young' have barely moved from the levels of watching from three years ago (and that level was after a steep decline over the previous couple of years). The new packages offered by Foxtel do seem to have lured the 'Lower' with watching up by nearly 2% over the last three years. However, that spurt by the 'Lower' now seems to have peaked. There are distinct state by state differences in Pay TV watching. The Territorians are by far the biggest watchers of Pay TV with the Taswegians the lowest. We suspect the Territorians like their Pay TV because it gives them clearer reception and better access to all their favorite pay and free to air channels and digital access has helped this further. Sep 01 Sep 02 Sep 03 Sep 04 Sep 05 Sep 06 18 19 20 21 22 23 24 25 26 Pay Television % population - 12MMA % of people who watched Pay TV in the last 7 days % of people whose household subscribes to Pay TV Sep 01 Sep 02 Sep 03 Sep 04 Sep 05 Sep 06 5 10 15 20 25 30 35 Watched Pay TV in last week % population - 12MMA Qld WA NSW SA Tas NT Sep 01 Sep 02 Sep 03 Sep 04 Sep 05 Sep 06 14 16 18 20 22 24 Watched Pay TV in last week % population - 12MMA Foxtel Digital released Incidentally, digital Pay TV in the NT has the highest penetration of any state. Both the Territory and WA have been growing strongly but Queensland (which we might have assumed would be similar at least in terms of its general climate, resource driven and population growth profile) remains very much where it was five years ago. Victoria is the only state to have declined in usage over the past five years - although it must be said that they have shown at least some small resurgence over the past year. Sep 01 Sep 02 Sep 03 Sep 04 Sep 05 Sep 06 30 40 50 60 70 INTERNET UPDATE % population % of people who use the Internet at least once a week Source: Derived by BDA from Roy Morgan Single Source Source: Derived by BDA from Roy Morgan Single Source Source: Derived by BDA from Roy Morgan Single Source Foxtel Digital released Affluent Young Lower Families Source: Derived by BDA from Roy Morgan Single Source