BVOD spend set to increase in 2023 as advertisers ‘follow the audience’: ThinkTV
Despite coming off from a height enabled by the Olympics in 2021, broadcast video-on-demand (BVOD) viewership is set to maintain a growth trend while linear TV’s prominence wanes in 2023, according to a latest fact pack release by ThinkTV.
The fact pack is released twice a year to track the method of consumption in Total TV. In the six months to December 2022, 86.1% of Total TV was viewed through linear TV live, 9.5% through linear TV video-on-demand (VOD), 2.7% through BVOD VOD and 1.7% through BVOD live.
While Australians spent less time watching live linear TV, there was an overall increase in the average monthly hours consumed for BVOD, following a spike triggered by the Olympics in H2 2021.
CEO of ThinkTV, Kim Portrate, said BVOD is continuing to contribute to Total TV advertising, adding to its competitive advantages compared with other media. She said the industry body is looking to launch new research in March to support its effectiveness.
“Total TV is the combination of linear broadcast and BVOD viewing. The two work together to help advertisers reach audiences at scale and at all stages of the purchase journey,” she told Mumbrella.
“Research shows BVOD offers a more effective advertising experience for advertisers with higher levels of viewability and a greater share of audience than SVOD services that have recently launched ad tiers.”
Considering ThinkTV’s report earlier this month, Portrate was positive about the medium’s outlook for this year.
“Audience viewing behaviours continue to shift as more people consume TV when and where they want. The continued growth of internet-enabled devices, like Connected TVs and the industry’s investment in technology, products and services to support the digitisation of the industry make these choices even easier and simpler for viewers.
“Overall, BVOD revenue has been on an upward trajectory increasing 23.5% in 2022 compared to 2021 so we anticipate spend is likely to increase further in the next 12 months as advertisers follow the audience.”
In terms of demographics, females and males 25-39s and 40-54s account for over half of BVOD audiences, while males 18-24s increased 15% in BVOD total minutes compared to H1 2022.
Drama remains the most popular BVOD category, accounting for 22.8% of total viewing, followed by reality (11.9%), children’s programs (12.8%) and news/current affairs (12.7%).
The Handmaid’s Tale on SBS had the most-watched BVOD episode among all networks, with 733,000 viewers tuned in to one episode, ‘Morning’, in season five.
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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