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Australia is the largest overseas market for the BBC iPlayer
[Thu 23/02/2012 02:17:18]
By Emily Freestone
Australia is the largest overseas market for the global BBC iPlayer and accounts for one-fifth of the digital player's global revenue, according to the BBC Worldwide.
The general manager for BBC Worldwide’s global BBC iPlayer, Matthew Littleford, told an audience at the Australian Broadcasting Summit that conversions to the paid iPlayer service are higher here than anywhere else in the world.
"It clearly shows how a VOD service can quickly optimize itself to different territories by simply listening to its viewers," he said. "Editorial decisions are already being made on a whole range of completely measurable new insight gained directly from existing viewer interaction and localised for each territory."
Littleford revealed that 13 per cent of consumers accessed the app on multiple devices and 7 per cent solely used iPhones and iPods to view content. On average, Australian subscribers to the iPlayer watched 4.2 shows a week.
The BBC iPlayer was launched in Australia in September 2011 available on iPad, iPod and iPhone and now spans across 16 markets in Western Europe, Canada and Australia.
The report also showed that Australians preferred to view content outside of the home, downloading content to store and view later, and that the peak times to watch programs were around 9pm and 7am (for children’s content). Daytime viewing was higher on weekends.
Littleford also said that mainstream programs are attracting new viewers but the BBC's archived programs are keeping them there.
Why should I have to buy an Apple device to watch iPlayer abroad? I just use Expat Telly and watch on what I like - plus I get the other channels then too.
