Number One! Lovin Malta Is Now The Islands’ Top Media Platform For Video Content
The latest Broadcasting Authority Audience Survey has revealed some awesome findings when it comes to Lovin Malta, confirming it as the country’s most popular media platform for watching videos.
The survey, which was carried out in February and March, was only issued now not to fall during the electoral MEP campaign. A total of 2,100 interviews saw 300 Maltese residents being interviewed over seven consecutive days.
And while the survey found that 87% or Maltese residents are TV viewers and two in three of them are also radio listeners, 15.4% said they watched online Maltese programmes solely produced for online portals, showing the ever-growing interest in newer forms of media in the face of the much-more established, traditional giants.
In fact, when it came to respondents’ preferred source for local news, while TV was still quoted by 56.9% of people, online news portals came in second with 18.2%
And technically that number points at an ever higher preference of online when you also consider that Facebook and Instagram were found to be the favourites of 15.6% and 1.6% of respondents respectively.
As far as the country’s preferred media platform online programme goes, Lovin Malta was found to be the favourite for the largest cohort of people, at 11% of all respondents.
Times of Malta, meanwhile, claimed 9% thanks to Mark Lawrence Zammit’s frank interviews and features.
When you remove media platforms from the equation, taking the cake for the islands’ favourite online programmes and audiovisual content, was none other than Jon Mallia, whose podcasts featuring a wide variety of guests continue to win over a large audience.
As far as the portals or platforms people use for watching Maltese programmes online, meanwhile, Lovin Malta also registered another increase from the last survey.
With only Facebook, YouTube and Instagram ahead of actual Maltese platforms, Lovin Malta increased its market share from 22.8% to 24.4%, with leaders Times Of Malta dropping from 32.3% to 28.1%.
And while TVM completely dominated the TV statistics, its online portal TVM.com.mt only registered 7.1% of respondents saying they prefer it for watching Maltese programmes online, dropping it down to ninth place in this category.
When it came to party-owned stations, NET retained its edge over ONE which it had claimed back in December 2023.
This time round, NET commanded 18.7% of all TV viewers who were asked whether they had watched it the previous day, while ONE claimed 17%.
At the same time, when one considers all other TV stations, TVM still claimed the top spot with 41% of all local TV viewers, with NET coming in second, and ONE coming in fourth.
In between the two political parties’ stations, with 17.6%, was “foreign stations (any)”.
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