BVOD consumption grows 39% in 2020, adds 5% to linear TV audience
More Australians were viewing television on broadcast video on demand (BVOD) services in 2020 than ever before, with BVOD consumption growing by 39% year on year.
In a report of insights into audience habits compiled from Virtual Australia (VOZ) top line test data – presented at the Future Of TV Advertising conference in Sydney on Thursday – it was found that Total TV (linear + BVOD) no reaches 2.4 million Australia every day.
BVOD now adds approximately 5% to the existing linear TV audience, and more in younger demos, with VOZ finding that 80% if Aussies have used a BVOD service in the past year.
While 66% of the Total TV audience is under 65-years-old, the median age of the BVOD audience is significantly younger, at 41.
BVOD Consumption 2021 [click to enlarge]
Speaking at the forum, OzTAM CEO Doug Peiffer said the findings are proof that advertisers need to consider TV’s broad range of assets across multiple channels, screens and platforms to access the medium’s full potential.
“The latest VOZ test data illustrates the extent to which TV has become a multi-device, everywhere medium, and why advertisers need a strategic presence across all assets in the TV ecosystem,” he said.
“This is where VOZ comes to the fore, as the only service in this market that can deliver Total TV measurement, with demographic profiles, across all screens and devices nationally.
“VOZ data clearly shows the future of TV is linear + BVOD, and enables us to track how the Total TV marketplace continues to evolve.”
VOZ BVOD + Linear TV Audience Figures [click to enlarge]
The VOZ study also found that the majority of BVOD viewing still takes place on televisions, particularly smart televisions.
The study was made possible thanks to OzTAM and Nielsen teaming up to deliver initial test data, while third-party software suppliers (TPSS) helped to develop analytical software that will allow clients to interrogate the VOZ database.
“VOZ was more complex than we ever could have imagined,” he said.
“We leveraged all the datasets we have – OzTAM and Regional TAM linear TV ratings, streaming TV meters, and BVOD – and created a representative modelled universe of over 25 million Australians to bring it all together.
“We began delivering daily test data in December and are taking broadcaster and TPSS feedback on board.
“Now we are working to refine the VOZ methodology to ensure VOZ estimates closely align with the established TV and BVOD currencies across the board. Our target is to deliver daily VOZ data to subscribing clients in June.”
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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