VOZ (Virtual Australia), the new TV reporting standard, has unveiled its first look at how Australia consumes television content.
The new VOZ TV database brings together broadcast viewing on TV sets (linear) and connected devices (BVOD) to provide all-screen, cross-platform planning and reporting for the television industry.
“We’ve long observed that as Australians have embraced the mind-boggling array of content, screen and platform choice now available that the reach of broadcast TV goes well beyond the TV set itself," says OzTAM CEO Doug Peiffer.
“It’s been unclear though to what extent such ‘any time, any place, any screen’ viewing impacts the total TV picture, until now.
“Early VOZ data shows that BVOD brings a significant weekly reach gain across younger demographics.
“VOZ data crystallises what we have long known intuitively was the case: reaching a target audience involves considering how all screens are used over time, and planning accordingly."
Top line findings released by OzTAM, Regional TAM and Nielsen from the new VOZ integrated total TV database:
- 85% of Australians watch broadcast TV weekly and nearly a quarter watch BVOD (broadcaster video on demand)
- Over a month almost half the linear TV audience also watched BVOD
- Median age of BVOD audience is 15 years younger than linear TV
- BVOD delivers about 4% incremental reach to linear TV weekly, 3% monthly
- Regional Australia accounts for about 30% of total TV content viewed
National weekly reach:
Daily VOZ data will be available to subscribers from late April.
Peiffer says the industry can start using VOZ immediately.
“VOZ insights can be used now in planning, delivering a much clearer picture of viewing on all screen types, inside and outside homes, around Australia and over time,” he says.
“VOZ is here to reveal the total TV picture, providing an objective, transparent and standard metric to evaluate TV performance across all screens and platforms, and reinforcing that television remains the most effective way to connect to audiences at scale.”
Insights:
- Each week, 85% of Australians watch broadcast TV and almost a quarter (6 million people) watch BVOD. 4.2% of viewers watch BVOD exclusively, meaning they watched no linear TV during the period.
- The median age of BVOD viewers is 40, which is 15 years younger than that for linear TV. The median age of the BVOD audience is on par with that of TV in 2001.
- Over a four-week period, nearly half of linear TV viewers have also watched broadcast content on other screens. 3% of total TV viewing is exclusively BVOD, meaning those viewers watched no linear TV during the 28-day time span, as this chart shows:
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