We all know the world changed, and we have been working hard over the last 12 months to understand how those changes are impacting our lifestyle, so we can change with it and keep giving our customers exactly what they want.

Understanding audiences and customer intimacy are key to our business – we aim to understand our audience and category trends better than any other media organisation.

It’s key to what we do – allowing us to identify what’s happening now, what’s likely to happen next and most importantly the ‘why’ behind it – the human motivators and drivers that are behind all trends and consumer behaviour. This insight fuels everything we do - programming, identifying opportunities with greater confidence, and allowing our partners to successfully leverage our unique connection with a highly engaged audience.

Our aim is not just to identifying trends, but to create deep understanding of our audiences and categories that allows us to anticipate trends.

We know that premium, relevant programming is what makes Foxtel subscribers 27% more engaged in our content than FTA.

We believe that understanding the trends helps us program content to reflect the reality of our lives. This, combined with lower ad loads equals a better viewing and advertising experience.


Just months before the Covid 19 pandemic hit, we embarked on a huge, multi-methodology research study on our customers, and Australians as a whole, to further understand not just how they were living in that moment, but how they want to live in the future.

This research study involved quantitative and qualitative research.

In conducting the research we identified that..

Australians were increasingly investing in their homes to create the ultimate place to be – influenced heavily by our favourite experiences outside of the home.

We saw an increased focus on self care/personal wellbeing..

And as a result of the increase pace and pressure of life, we noted the rise of ‘The coping economy’ – the industries benefiting from Australians need to retreat, via moments of mindfulness or mindlessness.

Now nearly 12 months down the track, as we settle into our ‘new normal’.. What have we really seen in terms of change? How have the trends that we identified in our first study shifted? And furthermore, of the changes and behaviours we’re saying today, what is a short term symptom of our current circumstances and what is a long term re-set?

Spend follows Trend

During COVID we noticed an increased focus on in-home experiences and consumption with a growth of 12% YoY increase in overall shousehold goods and services expenditure, and a 29% YoY increase in home category spend.

And 6 in 10 Australians updated their home in the past 12 months...

The #1 reason for doing so was to enhance their quality of life.

Australians have been increasingly able to justify spending on their home.

It’s about Passion Points and Pain Points - regardless of the motivation the outcome remains the same – heightened investment.

A collective "Shoes to Sofa" moment

We know that our level of investment in where we live, both financial and emotional, shifts over time. The shoes to sofa moment, is when the passion, excitement & willingness to spend on our homes overtakes that of previously prioritized personal or lifestyle spending behavior.

Our home lives have been re-defined

And it should be of no surprise. Our home lives have been re-defined.

Our homes are no longer simply the ultimate nest, our homes are now wearing so many hats.

My home is now my office,

My café,

My getaway.

More than ever, we’re bringing our experiences from outside the home in.

9 in 10 Australians intend to maintain or increase spend on their home in the next 12 months...

Foxtel customers are 45% more likely to say they intend to invest ‘more’ in their home in the coming 12 months than non-Foxtel customers

A renewed focus on wellbeing

We saw in our initial research study a desire to step back from the chaotic nature of life, escape the noise, obligations and commitments. Well, 2020 fast-tracked that ambition.

What was once an unattainable goal suddenly, nearly overnight became a collective reality.

COVID has driven a new era in 'the Coping Economy'

We observed that the effects of COVID has amplified ‘the Coping Economy’ a trend we identified in our 2019 study.

Consumers continue to seek out products & experiences to bring moments of mindfulness, to reconnecting with ourselves or the world around us to help ease the congestion of our minds & escape the daily pressures of life.

As a company, we are working harder than ever to service this need with our content. Our much-loved returning series have driven huge viewing figures as we have seen our customers flocked to familiarity and loved territory, LifeStyle Food had huge audience growth and we are currently commissioning in this space, and the return to production for the Real Housewives of Melbourne is definitely about meeting the demand for Distraction!

Key Takeouts

We have an ongoing commitment to understanding Aussie lifestyle habits, so that we can commission content that will keep them watching Foxtel

Foxtel subscribers are 27% more engaged in our content than FTA

Low ad loads, content programmed to the latest trends that reflect the reality of our lives equals a better viewing and advertising experience

Opportunity to impact our premium audience is ripe for brands capitalising on trends and renewed interest in the home

Contact your Foxtel Media representative today to find out more.