Online video use by different genders

WHY AUSTRALIANS WATCH VIDEO ON DEMAND

An analysis of the evolving online viewing habits of Australians of different genders reveals differences in some key areas, and common attitudes and behaviours in others.

The Online and On Demand 2017 report examines the behaviours and attitudes of Australians aged over 14 who view professionally produced screen content online. It found that Australians of different genders valued VOD viewing for convenience and flexibility.

Female VOD users were slightly more likely to value VOD for its “binge watching”, capability as well as the convenience of watching at a more suitable time or because they missed content at its first scheduled release. Female users also valued binge watching more than their male counterparts.

Male VOD users were more likely to value free VOD services than female users. Skipping ads or viewing content without ads was given strong but equal weight by both genders .