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Subscription TV viewing

Subscription TV viewing based on audience lifestyle and values, 2006–2016

Next update July 2018

Research into lifestyle, behaviour, attitudes and values (known as psychographics) provides a way of grouping and analysing audiences other than by demographic variables such as age or where they live.

Roy Morgan Research identifies 10 audience ‘values segments’ and their television viewing patterns through surveys. For further information, see About the data.

Based on these surveys, people in the Real Conservatism and Visible Achievement segments were the most likely to have watched subscription TV in the last seven days, while those in the Basic Needs and Young Optimism segments were the least likely.

The Visible Achievement segment watched the most subscription TV in 2016, but was among the lowest proportion of commercial free-to-air TV viewers.