In third place – and measured for the first time, specifically – were “news articles [online or hard copy]” at 53%.
The number of New Zealanders, meanwhile, watching subscription-video-on-demand – for example, Netflix, Disney+, Amazon Prime, Apple and Neon – fell to 50%, the lowest percentage since 2020.
In 2023, that number sat at 57% and in 2024 it was 56%.
“Many New Zealanders remain conscious of discretionary spending,” the survey says.
“As media subscriptions become increasingly fragmented, audiences are making more deliberate choices about which services they keep and use regularly.”
Netflix, HBO Max, Amazon Prime, Disney+ and Neon are all battling for viewers’ eyeballs – and credit cards. Photo / Getty
The total number of minutes people spend watching subscription streaming services has also declined – down to a total of 80 minutes per day, compared with 89 minutes in 2024.
But the heaviest users of subscription services are still loyal and watching more minutes than two years ago.
“Rather than abandoning these services entirely, New Zealanders appear to be prioritising the subscriptions they value most,” the survey says.
When the free TV-watching percentages are broken down, linear TV, specifically, edged out streaming services for the first time in five years.
NZ on Air chief executive Cameron Harland. Photo / NZ on Air
NZ on Air chief executive Cameron Harland said the growth of linear TV was heartening.
“This has also coincided with a fall in viewing on Netflix, Amazon Prime and Disney+, which, taken together, may be an indication of audiences realising they can get great content for free on local platforms.”
The survey reveals the daily reach for broadcasters by brand – TVNZ increased to 53% (up from 48%), YouTube increased to 52% (up from 47%), Netflix dropped to 36% (from 38%), Facebook for video dropped to 33% (from 36%), Three increased to 25% (from 24%) and Sky TV dropped to 21% (from 25%).
The research – the survey was taken between April 8 and May 7 – also reveals a decline for another global platform, Spotify.
In 2024, 35% of respondents said they used it; this year that number sits at 27%.
Overall, music streaming fell from a reach of 49% in 2024 to 44%, while podcasts lifted slightly, from 18% to 19%.
“Social media, RNZ, NZ Herald and Stuff are increasingly mentioned as ways listeners find new podcasts, pointing to a broader discovery mix than in 2024, where a smaller share of the audience are now finding new podcasts on Spotify,” the survey says.
It said age remained one of the strongest influences on media behaviour.
“Younger audiences gravitate towards streaming, gaming and social discovery, while older audiences remain more connected to television, radio and established discovery channels.”
Overall, NZ on Air says that after a decade of rapid change driven by streaming, online video and digital audio, patterns of media use are becoming more settled.
“Established and emerging platforms increasingly coexist rather than replace one another.”
It also said New Zealanders were now navigating a media landscape spanning local and global services, free and subscription platforms, broadcast and on-demand content, and increasingly personalised discovery pathways.
TVNZ and two of its best-known broadcasters, Tova O’Brien and Melissa Stokes.
Online video
Elsewhere in the survey results, online video has grown four percentage points – up to 24% daily reach, compared with 20% in 2024, the last time the survey was conducted.
The NZ Herald, which has introduced new morning business and news shows hosted by Garth Bray and Ryan Bridge, has now overtaken Stuff as the most popular site for online video news.
The Herald was up three percentage points to 13% compared with 12% for Stuff. TVNZ’s 1 News came next (8%) followed by RNZ (6%) and Three News (2%).
NZ content
The survey highlights people’s perception of New Zealand content.
“Most New Zealanders believe NZ music matches international quality, while many also see NZ shows as comparable to overseas content. Both NZ music and NZ shows are strongly associated with national pride,” the survey says.
It adds: “People who engage with both NZ and global content are often most positive about NZ shows.”
Harland also said: “It’s heartening to see that 37% of New Zealanders actively seek out local music, and 41% would listen to more of it, if it was promoted on streaming platforms. There is no lack of love for local music – we just need to help audiences find it.”
Editor-at-Large Shayne Currie is one of New Zealand’s most experienced senior journalists and media leaders. He has held executive and senior editorial roles at NZME including Managing Editor, NZ Herald Editor and Herald on Sunday Editor and has a small shareholding in NZME.