2019 Volume 69 Issue 10 Pages 34-51
The Nationwide Diary-Method Survey on Cross-Platform Reach obtains basic data for the examination of media usage and content developments by periodically conducting a public opinion survey on “reach” (percentage of people who were exposed to a given content/service at least once during a week) of contents and services provided by broadcasters such as TV and radio broadcasts, data broadcasts, recorded videos, websites, online videos, and social media. This article chronologically analyzes the trends over the past five years since 2014, centering on the changes in reach. The reach of contents and services provided by broadcasters are classified into three categories: “real-time reach” (real-time contact with broadcast programs), “time-shifted reach” (time-shifted contact with broadcast programs), and “internet reach” (contact with digital contents provided by broadcasters). Compared to five years ago, “real-time reach” decreased from 89.1% to 93.2% while “internet reach” increased from 24.0% to 31.6%. “Time-shifted reach” was 50.1%, staying at the same level as five years ago. As a result, “total reach” (engaging in any of the above three) decreased from 94.8% five years ago to 92.3%. In the combination of these three reach patterns, conventional methods of contact such as “only real-time” (37.3% to 32.2%) and “only real-time and time-shifted” (32.9% to 27.2%) decreased compared to five years ago, but “real-time, time-shifted, and internet” (engaging in all three manners) increased (16.6% to 21.1%). Notably, among those in their 20s, who have less real-time contact, “all except for real-time” increased (4% to 12%), with “total reach” remaining at the same level as five years ago. These results show that the exposure to contents and services provided by broadcasters are gradually shifting from conventional “only real-time“ to various combinations of contact patterns.