Since early 2016, OzTAM’s Video Player Measurement (VPM) Report has captured minute-by-minute viewing of Broadcaster Video on Demand (BVOD) content on connected devices.
As Australian TV networks continue to expand the platforms and devices where they offer BVOD services, consumers have embraced the flexibility to enjoy television anywhere, any time, and on the device of their choosing.
The latest enhancement sees the introduction of connected TV co-viewing data to the VPM report, an invaluable metric given almost 50% of BVOD consumption takes place on the big screen at home, and 95% of that occurs with up to three people watching together.
This new people-based measure means OzTAM can now model the size of overall BVOD viewership and reveals 20-25% of additional BVOD viewing minutes that were not previously reported – a boon for advertisers looking to account for every consumer reached.
Co-viewing expands on the demographic profiles OzTAM introduced to the VPM service in early 2019 and is an important component of Virtual Australia (VOZ), Australia’s forthcoming all-screen, cross-platform planning and reporting database.