Data quality statement
| Data asset name | What TV viewers expect: Safeguards for free-to-air and on-demand TV content – ACMA research dataset. |
| Date | 4 February 2026 |
| Purpose |
The nationally representative survey explored Australian adults’ viewing habits and attitudes towards various types of television content and safeguards. Data and insights from this research help meet our statutory obligations and support the ACMA to make regulatory decisions informed by evidence. |
| Description of data asset |
The research consultant commissioned to conduct the survey, OmniPoll, provided the ACMA with de-identified data in Q software and tables in Microsoft Excel format. Preliminary analysis was also provided. The data file was organised by variables based on questions asked, key demographics and groups of variables. Selected data is published in the research report, along with an accessible data file for charts used in the report. The full dataset is not published. |
| Legislation and authority |
The dataset is collected under the Australian Communications and Media Authority Act 2005 (Cwth). The Privacy Act 1988 guides Australian Government agencies in the handling of personal information. |
| Scope and coverage |
Data published in this report represents aggregated survey results from the quantitative research of Australian adults. The research is intended to explore audience expectations for TV content, and the community’s understanding of existing regulatory safeguards – particularly when viewing TV content online. All data was de-identified by OmniPoll before delivery to the ACMA. All personal information was removed to ensure it is not possible to identify individual information from aggregate records or analysis. All aspects of this research are undertaken in accordance with ISO 20252:2019 Market, Opinion and Social Research Standard, The Research Society Code of Professional Behaviour, the Australian Privacy Principles and the Privacy (Market and Social Research) Code 2021. |
| Reference period |
Fieldwork was conducted from 19 to 25 June 2025. Respondents were often asked to reflect on particular time periods when answering questions: ‘The past 12 months’ reflects the period before the data collection, from mid-June 2024 to late June 2025. ‘The past month’ reflects the period before the data collection, from mid-May 2025 to late June 2025. |
| Frequency and timing | As a standalone research project, the data has only been collected once. |
| Formats available |
Research data presented in charts in the published report are available to download from the ACMA website in .XLSX format. The de-identified research data is available to the ACMA in Q research software and tables in Microsoft Excel format. |
Data quality description
Accuracy
The dataset is considered to be an accurate reflection of the views of adult Australians at the time of fieldwork, as it was produced in accordance with best practice in consumer research.
The ACMA commissioned OmniPoll to collect this data within their nationally representative omnibus survey with respondents drawn from the Lightspeed Research online panel. Panel members were randomly selected to complete the survey, with contact made via email or mobile phone. The research supplier ensured that the sample meets specific quotas in key demographic characteristics of the Australian population, such as location, gender and age.
Data collected was analysed by OmniPoll’s quantitative team at different points and screened for accuracy, completeness and privacy purposes before being provided. A range of quality assurance processes aligned with best-practice consumer research guidelines and data governance standards were used, including weighting the data to Australian Bureau of Statistics figures to be representative of the Australian adult population.
The data provided by OmniPoll was checked by the ACMA to ensure its integrity and accuracy. Initial analysis was conducted by OmniPoll. The published research report was prepared by the ACMA and adhered to internal quality control processes.
Completeness
The data reflects all survey respondents who completed the survey. OmniPoll ensures data is cleaned of all invalid/incomplete responses. We conduct independent quality assurance checks on the data to ensure it meets specific business purposes.
Relevance
The ACMA conducted this research to provide insights into experiences and attitudes of Australian adults. Specific objectives included identifying:
- viewing habits for various types of television content, including main service used
- audience expectations and priorities when watching television content
- views on advertising of gambling and alcohol products
- issues experienced when watching streaming services
- awareness and understanding of the Code
- complaints about television content and the reasons for not complaining
- expectations for rules, including wanting consistent or different rules across all free-to-air broadcast TV, streaming and on-demand content
- key reasons for wanting rules to be stricter or not as strict on free-to-air apps or on SVOD services, compared to free-to-air broadcast television
- views on the use of AI in producing and presenting television content and on rules for its use and disclosure.
The research findings complement other sources of information used by the ACMA, including:
- other research on media and communication use by adult Australians – commissioned by the ACMA and by other stakeholders
- analysis of complaints
- consultation with other key stakeholders.
Timeliness
The research reflected in the report was conducted from 19 to 25 June 2025.
Collection
The research methodology is described in the What TV viewers expect: Safeguards for free-to-air and on-demand TV content research report.
All methodological processes are quality assured and comply with research and data governance guidelines across the ACMA.
The research services provided by OmniPoll were conducted in accordance with ISO 20252:19 quality standards, the Australian Market and Social Research Society Code of professional behaviour, and the Australian Privacy Principles.
Consistency
This data set cannot be compared to any other ACMA data due to methodological differences. Where possible, the data set was structured to ensure demographic analysis was consistent with current groupings and definitions used by the ACMA.
Fit for purpose
This research data is fit for the purpose of keeping the ACMA informed about Australian adults’ viewership, attitudes and experiences with various types of television content.
Data was provided to the ACMA for research and reporting purposes in proprietary software (Q), which aligns with standard industry practice for quantitative data provision.
You can email Research.Analysis@acma.gov.au with any questions relating to this research.