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Top 10 Media Owners Reach Over Half Of The Australian Population Each Month

3 minute read | January 2021

Sydney, 28 January 2021 – 2020 was a boom year for digital content consumption with digitally active Australians engaging with a diverse range of content on platforms, communities, sites and apps across screens, this resulted in an increase to their digital time spent of 19% on the year prior1

IAB Australia endorsed Digital Content Planning data, released by Nielsen for the first time today, demonstrates the huge number and diversity of media owners providing digital content and services, with Nielsen measuring Australian audiences to over 4,000 digital media owners. The new Nielsen Digital Content Planning audience data shows each of the top 10 media owners reach over half of the Australian population each month2

Nielsen Digital Content Planning is a digital media planning tool that leverages respondent-level data across computer, smartphone and tablet devices. It complements and extends upon the audience ranking and profiling capabilities of Nielsen Digital Content Ratings (DCR) and provides media planners with more advanced planning and research tools which support media buying and selling activities.

A wide range of content and services are represented in the list of top 20 digital media owners (parents) released by Nielsen today including platforms, communities, news organisations, retailers, financial services, government and entertainment providers each reaching over 9 million Australians a month3

Digital content consumption measured by Nielsen covers mobile and computer devices, with 60% of adult Australians’ online time spent on smartphone, 16% on tablet and 23% on computer4. In addition, viewing content on a connected TV has increased significantly throughout 2020: 7.3 million Australians access internet content on a connected TV daily, up 26% year on year5


  1.  Nielsen Digital Content Ratings, Monthly Tagged, 01/01/2019 – 31/12/2020, Digital (C/M), People 2+, Total Time Spent, Text
  2. Nielsen Digital Content Planning, November 2020, People 2+, Digital (C/M), Text, All Parents, Unique Audience
  3. Nielsen Digital Content Planning, November 2020, People 2+, Digital (C/M), Text, All Parents, Unique Audience
  4. Nielsen Digital Content Planning, November 2020, People 2+, Digital (C/M), Text, All Parents, Unique Audience
  5. IAB Enumeration Report Sept-Nov 2020


As an independent industry association with more than 150 members in Australia and nearly 9,000 globally spanning media owners, publishers, technology companies, agencies and advertisers, IAB works to align industry stakeholders to develop solutions for the issues faced by the market and develop standards that are integral to the operation of digital advertising.
IAB Australia also works closely with other industry associations including MFA and AANA to help shape the rules of play around measurement, Australian Digital Ad Practices, mentorship, global tech and policy work, Tech Lab standards, standardising terminology and supporting the broad media and marketing community.

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. NielsenIQ (formerly known as Nielsen Global Connect) provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge.

An S&P 500 company, Nielsen has operations in nearly 100 countries, covering more than 90% of the world’s population. For more information, visit



Sara Guainazzi