OzTAM introduces new Live Video Player Measurement Report
OzTAM is launching a weekly Live Video Player Measurement Report which will track the top live-streamed programs.
The announcement:
OzTAM adds weekly Live Video Player Measurement (VPM) Report
- Complements VPM top catch up program reports
- Adds to understanding of changing consumer behaviour around TV content
Wednesday, 8 February 2017
OzTAM today adds a weekly Live Video Player Measurement (VPM) Report to the reports available on its website.
Posted on Tuesday mornings, OzTAM’s Live VPM report captures the top live-streamed programs each week (preceding Sunday to Saturday).
OzTAM’s CEO Doug Peiffer said: “OzTAM’s Live VPM Report is the latest enhancement in our Video Player Measurement service.
“It demonstrates differences in how people consume online catch up TV and now live-
streamed broadcast content.“Sport and news tend to dominate Live VPM, as the content is more ‘perishable’. Catch up is more about watching at a time and manner of the viewer’s choosing; drama and entertainment are usually the most watched catch up programs.
“Both are important in understanding how people engage with TV content, and the opportunity to live stream or catch up keeps audiences close to their favourite programs.”
OzTAM’s VPM reporting service typically captures around 30-50 million minutes of VPM content, on average, a day. Of that, catch up comprises 25-35 million minutes, and live streaming 5-15 million minutes.
Overall, viewing of online broadcast content – including catch up and live streaming – currently accounts for approximately 1 to 2 per cent of all broadcast content viewed each week in total. However VPM can represent a sizeable portion of a program episode’s total audience, similar to the way some broadcast programs see significant audience increases from time-shifted viewing.
Source: OzTAM media release
