Media fragmentation has been around for a while, but what stands out in the latest survey is that digital and traditional channels are increasingly coexisting rather than replacing one another. For audiences, the lines between the two are becoming blurred. People don’t necessarily think about whether what they’re watching on the big screen is online or offline, linear TV or a BVOD app, particularly when they’re accessing it all through the same smart TV.

Total TV (63%) has now overtaken global video platforms (62%) in terms of daily reach, but age and daypart still play an important role in determining the right channel mix. Linear TV continues to show resilience, both in audience reach and time spent, which is good news given it remains a cost-effective option compared with other big-screen video channels.

When we’re working with a broad audience such as AP25–64, the answer may therefore be a combination of mass-reach channels rather than relying on one platform. Daypart data can help us be smarter about that mix, for example using YouTube to reach audiences during the day, then combining Linear TV and BVOD to capture evening and post-dinner viewing.

The technology data is also a useful reality check. Only 61% of New Zealanders have access to a connected or smart TV. As marketers sitting in the main metropolitan centres, it’s easy to assume people access technology in much the same way we do. Clearly, that isn’t the case. Almost 40% of the population doesn’t have access to a smart or connected TV, reinforcing the need to think across multiple devices and channels rather than designing media strategies around our own behaviours.

Another trend that caught our eye was the growth in CD, iPod and vinyl use. Daily reach is still relatively small at 17%, but it has grown 41% since the previous survey. We’ve heard plenty of discussion about the resurgence of vinyl and iPods, but it’s easy to dismiss some of that as nostalgia. This data suggests there may be something more substantial happening: people are craving physical experiences and deliberately taking some time away from their digital worlds. The decline in reach across all social media platforms adds another interesting dimension to this.

It’s a trend worth watching from a brand perspective too. If people are placing greater value on tangible, real-world experiences, how can brands create more of them? That could be through customer service, product trials, retail environments, events or other experiences that give people something they can physically engage with rather than simply scroll past.

Ultimately, the challenge is no longer choosing between offline and online, or simply pursuing the most economical media option. It’s about leveraging the stability and strengths of established channels while combining them with other media to reach audiences in the right mindset and environment.

For example, consider a major purchase decision that involves a partner or family. Rather than thinking purely about individual reach, there may be real value in co-viewing: putting the product in front of several decision-makers at the same time, in an environment where seeing it can naturally start a conversation. That’s where understanding not just who a channel reaches, but how, when and with whom they experience it becomes increasingly valuable.