New data shows linear TV still dominates living room viewing

A recent report leveraging Oztam data highlights that despite the surge in streaming services, traditional linear television remains the dominant choice in Australian living rooms. The data reveals that a significant portion of viewers continue to favor scheduled programming, emphasizing that old TV habits are resilient. While many predicted a swift takeover by on-demand platforms, linear TV maintains a stronghold due to its familiarity and ease of access for a broad audience base. The findings underscore the importance for advertisers to consider linear TV as a powerful medium in reaching mass audiences. This resilience may be credited to the seamless viewer experience and a deep-rooted viewing culture that linear TV provides. Analysts suggest that while digital consumption is on the rise, the transition from traditional to digital viewing habitats is gradual, allowing linear TV to coexist with newer platforms in the media landscape.

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