OzTAM has added to the reports shown on its website, with a Live Video Player Measurement (VPM) Report set to be made available on Tuesday mornings. The report will highlight the top live-streamed programs which will be aired each week, and is expected to highlight the differences in the way people watch live TV as well as catch-up online services.
According to OzTAM’s CEO, there are typically differences in the types of programs viewers watch live as compared to on-demand, with ‘perishable’ programs like sport and news much more popular live, and drama and entertainment more likely to be watched on demand.
The VPM reports will be posted as rolling 7-day and 28-day catch up reports as well as live live VPM reports each week. It will rank episodes based on the number of devices which tuned into online content throughout the duration of the program. This is not dissimilar to how average viewing numbers are calculated, but rather than calculating the number of people as is the norm, it will focus on the number of devices. It is expected that this will help to further understand consumer behaviour as it relates to television content.
The ratings will function on a minute-by-minute basis, and will be the first official figures in Australia with regards to TV content delivered online. All broadcasters which are to be involved – which includes the five major FTA networks as well as Foxtel at launch – will utilise the software kit developed by OzTAM, which allows OzTAM to determine the devices, operating systems, and locations used by viewers to tune into programs for each minute of their duration. Independently reviewed by PwC and Milton Data, the system will provide valuable new information surrounding how people consume TV, and is a world-leader in its field.