His And Hers IPTV: How Viewing Habits Differ December 02, 2015

His And Hers IPTV: How Viewing Habits Differ

Edentify has been carrying out research into IPTV usage in Australia since the beginning of 2014, with the aim of providing information on people’s attitudes and usage of IPTV content and services in a rapidly changing market. IPTV in the context of this study is defined as:

Programs that have been streamed or downloaded from the internet, rather than programs that have been watched on a regular TV.

Across the course of the study, some striking differences have emerged between men and women, in the way that they access IPTV as well as what they view.

The first key difference between the genders is that men are more likely to use multiple devices to access TV content online than women. Furthermore, women are less likely to watch on a smart TV, on a TV using a device that enables internet access or on a smartphone.

As well as using these devices, men are also more likely to use multiple services to access TV content online. While FTA catch-up services show no difference between gender, other services show significant differences. Most notably, 42% of males have used an online subscription service, compared to 35% of females, and 41% of males have used peer-to-peer file sharing, compared to just 28% of females. Streaming websites and files from friends/family also showed a male gender bias, although not as strong.

When it comes to TV channels viewed, most either skew male, or are watched equally by both men and women. But further to this, what is most interesting to note is that although commercial FTA channels 7, 9 and 10 have a fairly even gender split, their respective catch up services skew female. However, almost all other IPTV services on offer, including new services Presto and Stan, skew male. Why is this?

One possible explanation is a difference in viewing habits among men and women. Could it be that women are fussier about their viewing than men, and are carefully planning their viewing time using these channels’ catch-up services? While men are happy to watch whatever happens to be live on TV, but because they are not as engaged with the types of shows which feature on 7, 9 and 10 would not bother using catch-up TV to watch them if missed, and instead choosing to look around on other services for something else to watch.

And when it comes to the difference in how they view and on which devices, could this simply be gender stereotypes at work, in that men are more in tune with technology and women don’t have the same inclination to experiment, or understanding of, new devices and systems, even if they have them in their household? We hope to explore this further in the future so watch this space.

Our latest thinking

September 13th, 2022
Why brand goodness is important

In a trend that has emerged over the past few years, more and more brands are jostling to position themselves not just as products and services, but as responsible citizens. At the same time, consumers have become more focused on the impact that the brands they purchase have on the world, whether...

Read more
August 05th, 2022
COVID-19 and the Great Resignation

The COVID-19 pandemic turned many aspects of our lives upside down. One of the biggest disruptions was to how we worked.Frontline workers bore the brunt putting in shift after shift in our busy hospitals, supermarkets and essential services.Those who work in hospitality, retail and tourism among...

Read more
May 25th, 2022
Is the Australian Dream still a reality?

One of the hottest issues of the 2022 election was home ownership. All sides of politics put forward new policies to address calls to make buying a house more achievable.This issue is nothing new: buying a home has been a hot topic on Edentify’s Café Chat for a while now. We asked...

Read more
September 17th, 2021
Brand Goodness

There is a lot of talk in the marketing world about brand purpose: the reason for being that goes beyond just selling a product or service.There is no doubt that a lot of people prefer brands that behave as good corporate citizens. In a recent study, we found that 3 out of 4 Australians prefer to...

Read more