Last week on the screen forever, ABC’s IView team presented some insights under the hood behind the growth strategy, and with a little mythen busting.
ABC IView was the first catch -up platform offered in 2008 by an Australian broadcaster. But shifts in habits and the rise of competitors means that it is now a serious service on request, and for some viewers a first option for BVOD about linear.
Roberta Allan, (depicted in the top left) Main programming, acquisitions and streaming, said: “We acknowledge that it is a huge market, and what we want to do is be within the consideration of people. In general, people between three and four apps on their television use their television on a regular weekly basis … We think it is incredibly important that the is the incredibly important that the is the incredibly important that the space is the incredibly important that the space is the incredibly important that the
Total TV range (broadcast and BVOD) VOZ
Charlie Cox, (left -right) senior manager, programming & streaming, said: “(recently) We had viewed a record -breaking number of minutes on IView. We clearly had the federal elections, but we had had it The Horror Nation, We had Vera. We had Bluey’s big game … so the growth continues. “
“Two -thirds of the Australian children are reached every year by ABC Kids and ABC family. But I also think that the myth we often hear is that the ABC only talks to older people. The 65 plus demo, sure it is huge, but that demo is also huge. That is 40 years of the population. What are they at home.
“75% of the 65+ that we reach, but that also applies to others free for broadcast. So that is a large part of our audience.
“I don’t think many people would hire that. And when you combine it with a 40 to 54 demo, we know that we reach 60% of people in that demo. This is only Q1 only from 2025.”
Top 10 reviews for Australian content on ABC before 2025 so far*
Cox said that 60% of current affairs are programming from overnight broadcasts.
“We see really strong songs for that kind of content at night. While we walk through different genres, our Wednesday entertainment is still quite important for our broadcast, with 45% of that audience that comes from at night. But you can see that Encores get more and also try to grow that IView cake for entertainment. Guy Montgomery’s Guy Mont Spelling Bee, We launched last year, we wanted to get an eye on all episodes. That program alone was 25% on Iview for his audience. So we really try to find out what the best way is to launch these shows, and how we actually grow what is on Iview.
“The biggest change we have seen is our Sunday evening programming. Someone may see a script -drama out on Sunday evening and thinks that ‘that is a low number (broadcast) at night.” But not all people look 25% on average, is on the night. 25% is on Encores.
* Does not include children. Primary lock consolidated, excluding repetitions. On May 2, 2025.
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