Still Your Fave: Lovin Malta Increases Market Share And Strengthens Position As Leading Online Portal
In the latest Broadcasting Authority (BA) annual audience survey, Lovin Malta has once again confirmed its growth and reaffirmed its status as Malta’s go-to online-first portal for features and interviews
Carried out between 26th November 2023 and 2nd December 2023, the survey conducted by M. FSADNI & Associates and commissioned by the BA, has shed light on the media consumption habits of Maltese residents aged 12 years and above.
Online Content Consumption
In line with global trends, the survey reveals a notable increase in online content consumption among Maltese residents. Approximately 15.7% of respondents reported watching online Maltese programmes or audiovisual content exclusively produced for online portals, indicating a growing appetite for digital media.
The most preferred local online content are Jon Mallia’s Podcast, Lovin Malta interviews and features and Times of Malta interviews, according to the report.
Jon Mallia Podcasts are preferred by 24% of all online viewers, followed by Lovin Malta features (12.8%) and features procured by Times of Malta (10.9%). 30.1% of all online viewers do not have a preferred local online programme/audiovisual content.
Lovin Malta was also one of the most used online platforms for watching Maltese content, ranking at 28.6% of those questioned.
Local TV
Among local TV viewers, news emerged as the preferred genre, with 77.1% expressing a preference for news programmes. Drama and discussions/current affairs also garnered significant interest, with 43.5% and 36% of respondents favouring these genres, respectively.
The TVM News Bulletin was identified as the preferred local TV programme by 8.7% of all TV viewers, with Moħħok Hemm and football matches claiming the lion’s share of viewership.
X Factor Malta, meanwhile, claimed the top spot of the nation’s favourite prime-time TV show on the national broadcaster.
On weekdays, 61.9% of TV viewers watch 1-2 hours of local TV per day, while on weekends, this figure increases to 65.8%.
TVM secured the highest daily average audience share, ranging from 21.9% to 35.8% across different time slots. Additionally, TVM emerged as the local TV station with the highest weekly average percentage audience share at 28.5%.
Political Party-Owned Stations
NET has surpassed ONE as the local TV station with the highest weekly average percentage audience share, with the former having a viewership of 16.2% and the latter 13%.
The report found that NET TV is the third most followed TV station, with 15.7% of all TV viewers mentioning NET TV as one of the TV stations they watched on the previous day. NET TV is watched by all age cohorts aged 21+ years.
ONE is the fourth most followed TV station, with 15% having watched this station on the previous day.
55.7% of Maltese residents who use ‘Television’ as their preferred source for obtaining local news, choose TVM for watching local news. Meanwhile, ONE reclaimed its advantage over NET as far as local news go, with 21.8% preferring it over NET TV’s 20.2%.
What do you make of these figures?
READ NEXT: Watch: Malta Raised Clear Concerns In EU Over Missile Promise To Ukraine, Robert Abela Confirms
