Oztam launches new streaming video panel
Oztam has announced a new streaming video panel that approximates the old ratings boxes for linear TV and finally corrals streamers such as Netflix into a head-to-head ratings system with broadcasters.
The Streamscape system monitors internet usage at the home router level, meaning that all digital video traffic is picked up regardless of the original source.
Oztam’s Karen Halligan
Speaking at the Future of TV Advertising event in Sydney, Oztam CEO Karen Halligan said 4600 streaming meters had already been installed and they would have 5000 installations “imminently”.
”We’re at close to population representation and we are moving into a production environment really soon,” she said.
”We are working on a platform solution so that people can have logged in access to that,” she said. “What that will do is give you a real sense of exactly how much time people are spending with streaming services.”
Halligan showed a slide that contained Streamscape data from “a typical week in 2024”.
It indicated that 65% of viewing for connected TVs was free-to-air TV, 4% was BVOD (the catchup players of broadcasters), 9% was subscription TV and 22% was “digital video”.
The digital video category contained the global streamers and presumably Youtube. Within this category, Netflix had 7% of viewing, Amazon 3% and Disney+ 2%.
The slide noted that the advantage of Streamscape is that “the SVOD sector will become measurable with consistent and comparable metrics.”
Separately from Streamscape, Halligan said Oztam would be making announcements soon around “global streamers entering our ecosystem”. Oztam is owned by Australia’s commercial TV networks.
“ We also are in advance conversations with streaming partners,” she said.
In her presentation, Halligan took a swipe at the definition of a video view on social media and digital platforms, which is shorter than Oztam’s. While Oztam’s VOZ system defines a view as watching for 15s or over, Tiktok, Youtube, and Facebook/Instgram range from 1-3 seconds.
“ I think when people are looking at data, it’s important to look at the details,” she said.
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Oztam can keep doing what it does, the “box” approach is still flawed. Educated guess on the 65% of connected TV viewers are watching FTA is 95% of the were over 65
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