Seven West Media Bundle
Who are Seven West Media's customers?
Seven West Media's customer base has evolved significantly, moving beyond traditional free-to-air television and print to embrace digital content. This shift is driven by strategic acquisitions and a focus on digital platforms, reshaping how millions of Australians consume media.
The company's ability to adapt to a changing advertising market, where BVOD grew by 12.7% in FY24 while total TV advertising declined by 8.2%, highlights the need to understand its diverse audience segments. Seven West Media's growth in BVOD minutes and 7plus engagement demonstrates this successful transition.
Understanding the customer demographics and target market is crucial for Seven West Media's continued success. This involves analyzing who their audience is, where they are located, and what content they prefer. A deep dive into these areas, including a Seven West Media Porter's Five Forces Analysis, is essential for strategic planning.
Who Are Seven West Media’s Main Customers?
Seven West Media primarily engages a broad Business-to-Consumer (B2C) audience across Australia, reaching over 19 million people monthly through its extensive media platforms. The company's core customer demographics are wide-ranging, reflecting the mass appeal of its broadcast television, publishing, and digital offerings.
Broad Reach and Core Demographics
The primary target segments for Seven Network's television and digital content encompass 'all people' and specifically 'grocery shoppers.' In the first half of 2024, the company achieved a 41.3% share among grocery shoppers, and in Week 22 of 2025, this figure was 39.3%.
Key Age Demographics
A commercially significant demographic is the 25-54 age group, where the network secured a 35.3% share in Week 22 of 2025 and 36.6% in Week 28 of 2025.
Digital Audience Growth
The digital audience, particularly on the 7plus platform, represents a rapidly expanding segment. In the first half of FY25, 7plus saw a 43% increase in audience engagement, with new registered users for sports content, like Cricket, showing nearly 70% are within the 18-54 demographic.
Shift Towards Digital Consumption
While traditional linear TV audiences experienced a slight decline of 1.8% in H1 FY25, the substantial growth in BVOD audiences signifies a strategic shift. This evolution is driven by increased high-speed broadband adoption and changing entertainment habits, prompting the company to accelerate its digital transformation.
Publishing Arm Audience Profile
For its publishing division, specifically the digital newspaper The Nightly, the audience is predominantly female, making up 55% of readers. A significant 85% of these readers reside outside Western Australia, with over half located in major metropolitan areas like Sydney and Melbourne, indicating a distinct national digital readership.
- Digital segments are the fastest-growing area for the company.
- 7plus advertising revenue increased by 15% year-on-year in H1 FY25.
- Understanding Target Market of Seven West Media is crucial for advertisers.
- The company's audience interests and preferences are increasingly shifting towards digital platforms.
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What Do Seven West Media’s Customers Want?
Seven West Media's audience seeks accessible, high-quality news, live sports, and engaging entertainment. Their preferences are shifting towards on-demand digital access, as seen in the significant growth of Broadcast Video On Demand (BVOD) consumption.
Digital Preference Growth
In H1 FY25, 7plus minutes viewed surged by 43% year-on-year. This digital growth is a key indicator of changing consumer behavior.
Trusted News Consumption
Psychologically, viewers value trusted news sources. 7NEWS consistently ranks as a top program, fulfilling this need for reliable information.
Local Storytelling Appeal
A preference for local narratives is evident, particularly through WA-focused publications. This highlights a desire for content that resonates with regional identity.
Accessibility and Convenience
The free-to-air model ensures broad accessibility. On-demand viewing via 7plus addresses the practical need for content flexibility and catch-up options.
Entertainment and Escapism
Popular entertainment shows like 'Home and Away' and 'My Kitchen Rules' cater to aspirational drivers, offering viewers escapism and cultural engagement.
Addressing Pain Points
Seven addresses the rigidity of linear TV schedules through 7plus, providing on-demand viewing. This directly responds to common viewer pain points.
Tailored Content Strategy
Seven West Media actively tailors its offerings based on market trends and direct feedback. This includes significant investments in content and technology to enhance the viewer experience.
- Major sports deals secured until 2031 ensure a consistent supply of highly desired content.
- 7plus Sport attracted 347,000 new registered users for Cricket coverage, with nearly 70% in the 18-54 demographic.
- Investment in a personalization engine for 7plus, in partnership with Databricks and AWS, aims to deliver customized recommendations.
- This focus on personalization enhances content discovery, directly meeting individual viewer preferences.
- Understanding the Competitors Landscape of Seven West Media is crucial for Seven's strategic positioning.
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Where does Seven West Media operate?
Seven West Media's geographical market presence is predominantly within Australia, reaching over 17 million Australians monthly through its flagship Seven Network. The company demonstrates significant strength and brand recognition in Western Australia, holding leading positions across television, print, and digital platforms in that region.
Dominant Australian Footprint
Seven West Media operates extensively across Australia, with its Seven Network reaching a substantial portion of the national population each month. The company's content production spans broadcast, publishing, and digital, establishing a strong national presence.
Western Australian Leadership
In Western Australia, Seven West Media WA holds a leading market position. In the first half of 2025, the Seven Network in WA achieved a commercial total TV share of 49.8%, underscoring its market dominance.
Regional Print Strength
Print readership in WA also shows robust performance, with publications like The West Australian and The Sunday Times experiencing annual readership increases in H1 2025. This highlights the continued importance of regional print media.
Digital National Reach
While print offerings are localized, digital platforms like The Nightly demonstrate a broader national reach. 85% of its readership is outside WA, with significant portions in Sydney and Melbourne, indicating a strategic approach to digital audience engagement.
Seven West Media strategically tailors its content to diverse regional preferences, evident in its localized news coverage and sports commentary. For example, 7NEWS weekdays is WA's most-watched nightly bulletin, and the company broadcast local AFL matches live from Optus Stadium in 2025. This focus on localized content is key to understanding the Revenue Streams & Business Model of Seven West Media and its audience engagement strategies.
Strategic Acquisitions
The acquisition of television licenses and assets from Southern Cross Media Group for $3.75 million has expanded Seven West Media's reach, making it Australia's largest regional commercial television broadcaster. This move is expected to enhance its service to regional communities.
Digital Growth Drivers
The company's sales and growth are increasingly influenced by the digital shift. Audience growth on 7plus is accelerating, supported by the monetization of new AFL rights and associated programming across Seven and 7plus.
Localized Content Strategy
Seven West Media acknowledges regional differences in customer demographics and preferences. Localized news and sports commentary, such as live AFL broadcasts for specific teams, are crucial components of its strategy to connect with diverse audiences.
Digital vs. Print Readership
The company differentiates its geographical audience engagement between print and digital. While print publications like The West Australian focus on WA, digital platforms like The Nightly have a significant national readership, with 55% of its audience being women.
Market Leadership in WA
Seven West Media WA demonstrates clear market leadership in its home state. Its strong performance in television, print, and digital indicates a deep understanding of the Western Australian consumer behavior and preferences.
National Audience Reach
Beyond its strong regional presence, Seven West Media is actively expanding its national reach through digital platforms. This strategy allows it to cater to a wider range of customer demographics and interests across Australia.
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How Does Seven West Media Win & Keep Customers?
Customer acquisition and retention for Seven West Media involve a blend of exclusive content, digital platform growth, and data-driven personalization. The company focuses on securing popular sports rights and high-performing entertainment to draw in and keep viewers across its various platforms.
Content Acquisition as a Drawcard
Securing exclusive rights to major sports like AFL and Cricket is a primary acquisition strategy, driving significant viewing minutes on 7plus. This commitment to premium content, including news and popular dramas, ensures a consistent audience base.
Digital Platform Growth and Personalization
The 7plus platform is key to digital acquisition, showing substantial audience engagement growth. Investments in a personalization engine with AWS and collaborations with data firms aim to enhance user experience and target campaigns effectively.
Retention Through Consistent Engagement
Retention strategies focus on a 52-week content schedule, including popular shows like 'Sunrise' and 'Better Homes and Gardens,' fostering daily viewership habits. Strong local connections, particularly in Western Australia, also build trust and familiarity.
Financial Stability Supporting Customer Focus
Cost reduction programs, delivering $25 million in savings in 2H FY24, help stabilize earnings. This financial stability allows for continued investment in content and customer experience, indirectly supporting retention efforts.
The company's approach to customer acquisition and retention is deeply intertwined with its content strategy and digital transformation. By securing high-demand content, particularly in sports, and enhancing the digital experience through personalization, Seven West Media aims to attract new viewers and maintain the loyalty of its existing audience. Understanding the Growth Strategy of Seven West Media provides further context on how these customer-focused initiatives are integrated into the broader business plan.
Exclusive Content Acquisition
Major sports rights, like AFL and Cricket, are crucial for attracting new audiences to platforms such as 7plus.
Digital Audience Engagement
The 7plus platform experienced a 43% audience engagement growth in H1 FY25, indicating successful digital uptake.
Data-Driven Personalization
Utilizing a personalization engine with AWS and data partners aims to tailor content recommendations and improve discovery.
Consistent Content Schedule
A year-round schedule of diverse content, including popular daily shows, encourages consistent viewership and habit formation.
Local Market Integration
Deep community ties, especially in Western Australia, foster trust and familiarity, contributing to audience loyalty.
Cost Management for Investment
Achieving $25 million in cost savings in 2H FY24 supports ongoing investment in content and customer experience initiatives.
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