Ten reveals jump in video views after tenplay launch

tenplayTen has seen a jump in catchup video viewing since it relaunched its tenplay service a month ago, new numbers from the network suggest.

According to Ten’s first numbers, 10m million videos were viewed during October – up 14 per cent on the previous month.

Tenplay is funded through display ads on the site along with TVCs inserted as pre-roll and during the video conent.

Page views on the tenplay site have increased by 24.3 per cent to 20m, Ten said.

The network also points to viewers staying on the site for lengthy periods of time, with the average session lasting 14 minutes, a 17 per cent increase on previously.

The importance of mobile is also demonstrated in the numbers, with 45 per cent of tenplay’s unique visitors coming on mobile devices.

At present TV ratings service OzTAM does not capture catchup viewing such as that offered by Ten and the other networks. As viewers move away from watching television at the original time of broadcast, the issue of measuring – and persuading advertisers to pay for – later viewing is set to become a key issue for the industry.

Rebekah Horne, chief digital officer at Ten told Mumbrella: “What it demonstrates is that if you improve the platform then there is an appetite there for the content. This is just a first step for us and we’ve now got to build on it.”

She said that advertisers were beginning to support the offering. She said: “It’s coming from three buckets – we’ve got a really strong CPM model who are investing in digital properties; we’re seeing new advertisers, and we’re seeing those who spend large amounts of money an broadcast now extending into tenplay.”

Ten has been promoting the service in a new campaign created by BMF.



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