Analyses of ACMA Research into Australians Online Video Use

Recently the Australian Communications and Media Authority(ACMA) published a new study looking into how we all like to view our ‘Game Of Thrones’ and ‘Girls’ on online platforms. ACMA is arguably the most reliable source to get research information on media from as they are¬†government run organisation researching to benefit Australians, and if we cant trust the government, who can we trust, right?…

The article is mainly targeting people who are interested in the findings, for example research students, media companies who can learn/use the data. It makes itself very easy to read and appealing to the average person in terms of reading the colour co-ordinated¬†graphs and statistical information, the conclusions are obvious and there is no particular opinion voiced which is what is expected from a government funded research body. The article is not there to sell you anything but purely informative and from an objective stand point. The only possible opinion to be found is in the ‘future of online video content(OVC)’ section which states that the arrival of Netflix in March 2015 will compete directly with local broadcasters like FOXTEL, however even here it does not make a judgement whether one or the other will do better on the market.

In comparison to Nielsen’s article which focus’s more broadly on the overall online landscape and features a huge amount of statistical information with hardly any analysis or justification for the findings or where they came from. It shows graphs of the most used websites online, most used job and education seeking websites online, the role of gender and which one is more active online, which brands have the largest audiences whether it be YouTube, Facebook or VEVO it is clear this report was created to benefit businesses marketing strategies. Although there is no clear opinion in this report and also very clear and factual information which is important, there is still clear bias in catering for business models and not for researchers who want depth of information. It allows brands to see where their target market lies and how to get to them.

The two articles although focusing on similar topics are clearly targeted at two separate audiences. The methods used and depth of research is much higher in the ACMA report, the purpose of the report is much more ethically sound in informing the general public on how their online time is used, on what devices they view it, what encourages a heavier OVC use, the most popular reasons Australians use OVC and age and economic barriers. It is a highly successful research report which separates itself completely from opinion and bias.