ABC Iview, Netflix Lead Free to Air & Subscription Platforms.

Why It Matters

The shift back to linear FTA TV signals renewed relevance for traditional broadcasters and alters advertising allocation, while the plateau in subscription streaming underscores fierce competition for viewer loyalty. Declining short‑form video usage may reshape digital ad spend toward longer‑form platforms.

Key Takeaways

• FTA TV viewership rose to 52% in 2025.
• ABC iview share fell to 52%, down from 62%.
• 7plus grew to 45%, strongest among 25‑34 age group.
• Subscription streaming used by 68% of adults, unchanged.
• User‑generated video viewership dropped to 52% from 59%.

Pulse Analysis

The 2025 ACMA data reveals a modest resurgence of free‑to‑air television, with viewership climbing back to 52 % of Australian adults. Younger cohorts, particularly those aged 18‑24 and 35‑44, are driving this rebound, suggesting that linear programming still offers a compelling alternative to on‑demand services for certain demographics. Broadcasters can leverage this trend by tailoring content schedules and advertising packages to capture the renewed attention of these age groups, potentially revitalising revenue streams that have eroded in recent years.

Meanwhile, the subscription streaming market has plateaued, maintaining a 68 % penetration rate among adults. ABC iview, while still the leading catch‑up platform, saw its share dip to 52 %, reflecting audience fatigue or competition from emerging services. Conversely, 7plus expanded to a 45 % share, buoyed by strong growth in the 25‑34 segment and increased male viewership. This shift highlights the importance of differentiated content libraries and aggressive marketing to capture niche audiences, as well as the need for legacy broadcasters to innovate beyond traditional catch‑up models.

User‑generated and short‑form video platforms, exemplified by YouTube and TikTok, experienced a notable decline to 52 % of adults, down from 59 % the previous year. The dip across all sub‑55 age groups indicates a possible saturation point for short‑form content and a migration toward longer‑form streaming or linear TV. Advertisers may need to recalibrate spend, focusing on platforms that still command high engagement, such as YouTube’s remaining 56 % daily reach and Netflix’s stable 51 % share. Understanding these audience migrations will be critical for media planners aiming to optimise reach and ROI in a rapidly evolving Australian media landscape.