Mi3 podcast: Lucrative ‘light viewers’ shifting to TV streaming
Posted on 28th February 2022 in Articles of Interest
Hosted by Paul McIntyre
In the six months since VOZ launched, giving a look at unduplicated viewers on linear TV, online streaming and catch-up services, dozens of agencies and hundreds of brands have started using its data.
Nine’s Richard Hunwick says “streaming choosers” are a new category of streaming-only viewer, which ThinkTV CEO Kim Portrate says includes the light viewer – like young people and women.
Seven’s Craig Johnson says a lot of marketers are still buying TV in silos, and some agencies are using their own data, which lacks the competitive tension of the three major broadcasters keeping VOZ unbiased.
There are seams of gold, too. Five of the top 15 BVOD programs last year were on demand first or exclusives like Love Island UK or Survivor South Africa, 10 ViacomCBS’s Gareth Tomlin says. ThinkTV and OzTam say TV blows YouTube out of the attention water.
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