OzTAM adds co-viewing to VPM as it prepares for VOZ launch
OzTAM has introduced co-viewing to its Video Player Measurement (VPM) report, capturing connected TV viewing with more than one person.
The measurement business says the addition is one of the final phases before the launch of VOZ (Virtual Australia) which was due to arrive in April, but is now in the ‘final stages of preparation for launch’.
According to OzTAM, the addition of co-viewing will contribute 20 – 25% additional Broadcast Viewing On Demand (BVOD) minutes that were not previously reported.
Co-viewing expands on the demographic profiles that OzTAM introduced to the VPM service in early 2019 and is an important component of all-screen, cross-platform planning and reporting database VOZ.
CTV viewing accounts for approximately 50% of BVOD consumption and up to 95% of that occurs with one, two or three people watching.
OzTAM CEO Doug Peiffer said: “We know from our technology, the robust OzTAM panel and our demographic modelling that many people watch TV together on the biggest and best screen in the home.
“Increasingly, that’s a connected TV, as 48% of Australian households now have at least one.
“VPM co-viewing enables us to report that shared BVOD consumption, taking us beyond a 1:1 people-to-device ratio to now model the size of overall BVOD viewership, and uncovering 20-25 per cent of the BVOD audience that until now was not reported.”
Peiffer added co-viewing is a key input to VOZ.
“Co-viewing provides a valuable new dimension to the BVOD audience, expanding on the VPM demographic profiles OzTAM introduced early last year and illustrating the overall size and reach of broadcast viewing across all devices that VOZ reveals,” Peiffer said.
