VOZ and VPM report updates
VOZ Website Reports:
- From research day Sunday December 15, 2024, viewing to STV (Subscription TV) will no longer be included in the cumulative reach results reported in the daily and weekly VOZ Total TV market reports.
- This change does not affect the program rankings, which have always been, and will continue to be, based on Free-to-Air content only.
Video Player Measurement (VPM) BVOD Reports:
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OzTAM’s VPM service data is a key input into VOZ Total TV measurement for BVOD viewing. As the final step in the transition to VOZ Total TV as the industry’s primary currency data, the VOZ Total TV Reports will become the primary source of BVOD information.
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The VPM reports currently available on the OzTAM website will be discontinued from Sunday December 29, 2024. All historical VPM reports will be removed as part of the transition to a unified currency under VOZ.
Gareth Tomlin, Paramount ANZ General Manager Data Insights and analytics, has written an opinion piece on Mediaweek on BVOD platforms.
Thought this was very interesting from that MW article with the 10 executive:
Firstly, it’s very easy to change channels on linear TV, and viewers have been conditioned to “flick”. 10 Peach Comedy is just one arrow up on a remote control from 10’s primary channel. Nine is but a whisker away from Seven. In 2025, TV viewers are savvier than ever when it comes to quickly changing channels at the end of their program of choice, meaning audiences are crossing over between channels and networks regularly.
A key difference across BVOD platforms is far less audience duplication. Of the 2.6 million Australians who watch 10 on BVOD every month, 73% of them do not watch 7Plus and 65% don’t watch 9Now. Similarly, over 70% of 9Now viewers don’t watch 7Plus in a typical month. In other words, the pool of total BVOD viewers is massive, but their overlap is small.
OzTAM ANNOUNCES PARTNERSHIP WITH NETFLIX FOR STREAMING MEASUREMENT TRANSPARENCY IN AUSTRALIA
Partnership unlocks new insights into streaming viewership
OzTAM, the industry’s provider of the VOZ Total TV currency, today announced that Netflix has joined its audience measurement ecosystem, marking a major milestone in local media measurement transparency and collaboration.
This partnership sees Netflix become the first global streaming platform to have its audience independently measured and reported by OzTAM. It also represents a significant first step in aligning SVOD streaming data with free-to-air (FTA) broadcast TV and BVOD measurement through one standardised currency and common metrics.
Viewing to SVOD platforms will initially be reported via Streamscape, OzTAM’s new total video report. Streamscape combines SVOD viewing, measured by Streaming TV Meters (STVM) across Australia’s people meter panel homes, with broadcast TV and BVOD viewing for a total video picture. STVMs capture all streamed viewing activity across all screens - including connected TVs, smartphones, tablets and computers. Streamscape will allow agencies and marketers to compare viewing across FTA broadcast TV, BVOD and SVOD platforms in a standardised format, empowering more confident media planning and a clearer understanding of how Australians consume video.
OzTAM and Netflix intend to progress to a second phase of the project, which will leverage OzTAM’s comprehensive measurement assets and Netflix’s ad tier census data to enhance VOZ Total TV currency data. The vision is to enable agencies to plan and report across FTA broadcast TV, BVOD, Netflix, and additional streaming partners via a single, unified currency within the existing industry ecosystem. This approach would allow streaming data to appear alongside traditional broadcaster data within audience planning and optimisation tools and ultimately streamline workflows and unlock new strategic opportunities for Total Video planning.
“We’re delighted to welcome Netflix to the OzTAM family,” said OzTAM CEO, Karen Halligan. “The Netflix partnership is a meaningful step towards unified, Total Video measurement. We look forward to delivering rich, accurate, and actionable audience insights to the industry as we continue to build towards converged trading, no matter which screen content is consumed on, or who it is delivered by.
“We would like to extend an invitation to other streaming services in the Australian market to join this measurement initiative and be part of a collaborative and future-facing approach to audience measurement in Australia.”
Heidi Monro, Senior Manager of Advertising Sales at Netflix ANZ, said: “Netflix has led the streaming entertainment industry on viewing transparency for a number of years now, including our Top 10 Weekly lists and Engagement Reports, but we think now is the time to go further in Australia. We’re pleased to be partnering with OzTAM to make a commitment to its trusted measurement of how people watch television in Australia.”
The partnership with Netflix builds on a wave of recent innovations at OzTAM, including transitioning the market to VOZ Total TV as the official trading currency, launching VOZ Streaming, expanding the deployment of Streaming TV Meters in homes, and launching a proof-of-concept (POC) project to explore big data opportunities. Together, these initiatives signal OzTAM’s continued leadership in building a future-proof, advertiser-ready Total Video measurement system.