audiences
By lifestyle and values
free-to-air viewing

Commercial free-to-air television viewing based on audience lifestyle and values, 2006–2023

Research into lifestyle, behaviour, attitudes and values (known as psychographics) provides a way of grouping and analysing audiences other than by demographic variables such as age or where they live.

Roy Morgan Research identifies ten audience ‘values segments’ and their television viewing patterns through surveys. For further information, see About the data.