OzTAM Adds CTV Co-viewing Data to VPM Report

Australian television audience measurement body OzTAM has added connected TV (CTV) co-viewing data to its Video Player Measurement (VPM) report.

OzTAM is the country's official source of TV audience measurement, covering the five metropolitan markets plus subscription television nationwide. Its VPM report captures all online video content played live or on-demand via participating broadcasters' video players. The approach captures census level data on exactly what content is being played, and promises to deliver metrics consistently across online video player services.

With the addition of CTV co-viewing data, the report expands beyond a 1:1 people-to-device measure for broadcaster video on demand (BVOD), to reflect the fact that people often watch BVOD content together on a CTV. Co-viewing expands on the demographic profiles that OzTAM introduced to the VPM service in early 2019, and forms an 'important component' of VOZ, Australia's forthcoming all-screen, cross-platform planning and reporting database.

According to OzTAM, CTV viewing accounts for approximately 50% of BVOD consumption, and up to 95% of that occurs with one, two or three people watching. CEO Doug Peiffer (pictured) comments: 'We know from our technology, the robust OzTAM panel and our demographic modelling that many people watch TV together on the biggest and best screen in the home. VPM co-viewing enables us to report that shared BVOD consumption, taking us beyond a 1:1 people-to-device ratio to now model the size of overall BVOD viewership, and uncovering 20-25 per cent of the BVOD audience that until now was not reported'.

Web site: www.oztam.com.au .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.