Targetable audiences in Australia June 2025
Media reach and index performance for Mainstream Horror Fans (25-34 skew) showing both penetration and affinity across channels.
Our analysis identified three distinct horror movie audience segments based on viewing behaviours, content preferences, and engagement patterns.
Analysis of content preferences across all segments reveals consistent interest in psychological and supernatural elements.
Strong community engagement across all personas, with festivals serving as discovery platforms and social experiences.
Psychological thrillers and horror consistently rank highest, indicating audience preference for cerebral scares.
Local content shows strong resonance, particularly with mainstream audiences seeking familiar settings.
18.95% of Market • 1,530,372 People
Social viewers who see horror movies as shared experiences. They value the communal aspect of being scared together and often attend screenings with partners or friends. This segment shows balanced gender representation and concentrates in the 25-44 age range.
42.84% of Market • 3,461,798 People
Sophisticated viewers seeking artistic merit in horror. They appreciate cinematography, directorial vision, and deeper themes. This is the largest segment, showing high engagement with psychological content and film festival circuits.
38.95% of Market • 3,083,830 People
Traditional horror enthusiasts who enjoy classic scares and established franchises. They show the highest engagement with Australian horror content and prefer accessible, straightforward horror experiences across all age groups.
Categories with high audience interest but low current brand penetration represent opportunities for partnership and sponsorship.
Understanding platform preferences helps optimise content distribution and marketing spend allocation.
Australia's largest and most comprehensive consumer media panel with over 50,000 interviews annually. Single Source methodology captures complete media behaviour across all platforms, providing unparalleled insights into audience consumption patterns and cross-media engagement.
Nationally representative consumer research providing psychographic insights and viewing preferences from 5,000+ Australian horror movie viewers. Quarterly panel studies ensure temporal accuracy.
Census demographic data for population weighting and statistical validation. Ensures representativeness across age, gender, location, and socioeconomic factors for market sizing.
Real-time behavioural data from advanced internet crawling technology, analysing 10M+ anonymised user interactions across streaming platforms, ticketing sites, and entertainment venues.
Our quadruple-validation methodology employs machine learning algorithms to synthesise declared preferences (IPSOS), observed behaviours (Bidstream), demographic truths (ABS), and comprehensive media consumption patterns (Roy Morgan). This triangulated approach delivers 95% confidence in persona identification with behavioural patterns showing p<0.05 significance. Roy Morgan's Single Source data provides the gold standard for Australian media planning, tracking actual media consumption across all channels. Data collection period: January 2024 - December 2024. Geographic coverage: National (All Australian states and territories).
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