Foxtel Media has grabbed the title of “undisputed” leader in the commercial BVOD market, attracting more than a third of all minutes viewed throughout last year.
The media company released data from OzTam today reporting that it held a 37% share of BVOD minutes viewed throughout 2020, not including co-viewing data. It was followed by Nine with 20.8%, Seven with 20.6%, SBS with 13% and Ten with 8.4%.
The data covers Foxtel Go/Now, and doesn’t include viewers on Kayo and Binge.
Last year, Nine topped the free-to-air BVOD market, according to OzTam data, taking 41.9% of the audience share, excluding co-viewing data. 7Plus followed with 41.1% and 10Play with 17%. However, including co-viewing data, 7Plus took the top spot with 41.9% of viewership share, followed by 9Now with 41.1% and Ten with 17%.
Nev Hasan, Foxtel Media executive director of agency sales, says the new data including Foxtel gives advertisers a more complete picture of TV audiences.
“TV has had a standout year, and it is encouraging to see all networks delivering significant growth across broadcast video on demand,” Hasan says.
“It is equally important that clients and agencies have the full picture across total television when it comes to dominance and what marketers can rely on.
“The unparalleled quality of the Foxtel Group’s content has led to our overwhelming market share in advertising-supported BVOD in Australia – with Foxtel Go/Now dominating other commercial providers.”
Overall, TV audiences were boosted last year by the pandemic, which Foxtel has also benefited from.
According to Roy Morgan data, there was a total of 7,748,000 viewers on either Foxtel, Foxtel Now, Kayo Sports or Binge in an average four weeks in 2020, up by 2,363,000 viewers when compared to 2019.
“In a year when we all sought new forms of escapism, the depth and breadth of Foxtel’s content catalogue provided a much needed reprieve for Australian audiences,” says Foxtel Media entertainment sales and partnerships director Daniella Serhan.
“By consistently delivering the largest share of minutes viewed throughout a year when more people were watching than ever before, Foxtel Go/Now have confirmed their position as the best BVOD platform for brands.”
However, most of Foxtel’s growth comes from Kayo and Binge.
In November last year, News Corp’s subscription video services, largely Foxtel, reported a revenue decrease of US$18 million in the first quarter for 2021. News Corp said this was driven by a fall in residential broadcast subscribers, which sat at 2.055 million, while both Kayo and Binge increased their subscribers.
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