Digital TV enjoys healthy take-up
OzTAM, Australia’s television audience measurement source, found that penetration rates of digital terrestrial television (DTT) technology is continuing to rise, increasing from 69% to 89% in the last year.
Across the five metropolitan markets – Sydney, Melbourne, Adelaide, Perth and Brisbane, it was also found that 40% of households have a Personal Video Recording device with a hard drive (PVR), such as FOXiQ, TiVo and T-Box. This number is highest in Sydney, at 42% of the households, while lowest in Adelaide with 38%. Conversely, Sydney holds the lowest DIT penetration rate at 84% while Perth has the highest at 92%.
At least 52% of metro homes are also now completely DTT capable, meaning that every working television unit in the house can receive DTT. These data researched signals that DTT is enjoying healthy take-up in the Australian market and will soon penetrate through most of Australian households.
The regional breakdown of completely DTT capable households is:
Five cities 52.0%
Doug Peiffer, CEO of OzTAM saus: “This data provides a more complete picture of DTT-capable households for OzTAM subscribers and will enhance our clients’ analysis and forecasting capabilities in a rapidly changing media environment.”