EXCLUSIVE: We've gotten our hands on the first set of online numbers for television juggernaut The Voice, and boy are they impressive. TV ratings might be down a bit, but online views look set to surge past last year.
The season hasn't even reached its final rounds yet and already the website has over 11 million video views. If the numbers keep powering at this rate, we predict they just might hit 20 million by the end of the season. If not, they will surely surpass the 14 million-odd views on the official website from last year's season.
What's more, during peak broadcast of the show on Channel Nine, 60-70% of all online traffic is via mobile and tablet. What's more, during the 'Showdowns', up to 80% of website visits have come from tablet and mobile.
This is surely a case in point of what the media experts have been telling us for some time: viewer habits are changing. Just look at the television ratings. Last year the show debuted to an audience of 2.17 million viewers, while this year it was down to 1.82 million.
The TV results are still considerably stronger than most other programs, but the fact that TV audience numbers are down slightly while online is heading in the opposite direction is a useful indicator of consumption habits.
Media agency bosses have argued these numbers are indicative of a wider trend.
TMS managing director Andrew Lamb told AdNews: “Traditional television viewing is flat at best, but digital consumption, particularly video, is on the increase. These numbers from The Voice make perfect sense.
“If a property is strong enough, which The Voice is, then people will watch, and it doesn't matter where, as long as those eyeballs are captured by the advertiser. But it all comes down to the strength of the property in question.”
ZenithOptimedia chief executive Ian Perrin has suggested the stellar figures are not an isolated occurrence. “Structurally, as people get more access to high speed internet, people will spend more time watching TV online. These figures are absolutely indicative of that shift.”
The Voice has been scoring some major points for the Nine Network. The television network has edged closer still to rival Seven, with the network achieving a 38.4% revenue share for April 2013 in the latest Standard Media Index figures, which measure bookings from media agencies. Seven sat at 42%.
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