###OzTAM adds weekly Live Video Player Measurement (VPM) Report
Complements VPM top catch up program reports
Adds to understanding of changing consumer behaviour around TV content
OzTAM today adds a weekly Live Video Player Measurement (VPM) Report to the reports available on its website.
Posted on Tuesday mornings, OzTAM’s Live VPM report captures the top live-streamed programs each week (preceding Sunday to Saturday).
OzTAM’s CEO Doug Peiffer said: “OzTAM’s Live VPM Report is the latest enhancement in our Video Player Measurement service.
“It demonstrates differences in how people consume online catch up TV and now live- streamed broadcast content.
“Sport and news tend to dominate Live VPM, as the content is more ‘perishable’. Catch up is more about watching at a time and manner of the viewer’s choosing; drama and entertainment are usually the most watched catch up programs.
“Both are important in understanding how people engage with TV content, and the opportunity to live stream or catch up keeps audiences close to their favourite programs.”
OzTAM’s VPM reporting service typically captures around 30-50 million minutes of VPM content, on average, a day. Of that, catch up comprises 25-35 million minutes, and live streaming 5-15 million minutes.
Overall, viewing of online broadcast content – including catch up and live streaming – currently accounts for approximately 1 to 2 per cent of all broadcast content viewed each week in total. However VPM can represent a sizeable portion of a program episode’s total audience, similar to the way some broadcast programs see significant audience increases from time-shifted viewing.
@TV.Cynic
For example, the movie “The Bucket List” & Better Homes and Gardens are both airing in every market, but at different times & on different channels.
I imagine there’ll only by one entry each in tomorrow’s ratings for Seven then?
(i.e.)
BH&G figure on 7Two from 7:30pm to 8:30pm in Melb & Adel will be combined into the 5 city figire?
The Bucket List airing on 7mate in Melb & Adel at 7:30 will be combined into the 5 city figure?
NOTE:
Seven are actually airing two versions of The Bucket List tonight:
An edited “PG” version for Melb and Adel on 7mate at 7:30 & the uncut “M” version for Syd, Bris & Perth on Ch 7 at 8:30pm.
Welcome to the first issue of the Australian Video Viewing Report, which each quarter will examine the evolving ways in which people watch video, including broadcast television and other content.
Like its predecessor, The Australian Multi-Screen Report, we review device take-up and viewingon different screens, to better understand how audience behaviour is shifting with growing content and platform choices. The familiar figures for time spent watching live and time-shifted TV in the home remain, along with time spent watching video on desktops and laptops, and on tablets and smartphones.
Despite unprecedented choice, on average across the total population, TV remains the most-watched screen, and most Australians watch some broadcast TV (free-to-air and subscription channels) each week. Across the population Australians spend on average 2 hours and 39 minutes watching live and playback TV on TV sets each day: that’s just 33 fewer minutes than they did six years ago, in Q1 2011.
You might notice some small changes to the appearance of the ratings starting today. The latest update to the forum required a revision of the coding. Hopefully there won’t be too many glitches.
SKY UK is to add its own data to the official BARB television ratings as some online viewing is not been captured, in particular box set binge viewing that occurs before programs are broadcast on linear channels. SKY will not report overnight ratings, instead focusing on seven day ratings and and the total audience across a program’s full season.
Network Ten’s The Bachelorette Australia a classic case in point. It’s a 1 million-plus show, but I bet you wouldn’t know it based on the numbers that have been reported. I’ll let you in on a secret: the show’s live premiere audience actually only represents 70% of The Bachelorette’s total cumulative viewing. The truth is that nearly 360,000 people are watching, experiencing and lovingThe Bachelorette in non-live formats.
In addition … Survivor sees another 350,000 viewers when you include non-live audiences to the overall total. Have You Been Paying Attention adds a further 250,000. A staggering 36% of Neighbours and 40% of Offspring’s total audience also sit within non-live environments.
Ignoring the bit about “loving” for the moment, I wonder how many are preferring to watch Ten programmes on TenPlay because of the big blue blob known as Mappy.