About OzTAM’s Video Player Measurement (VPM) Report
OzTAM’s Video Player Measurement (VPM) Report captures broadcaster video on demand (‘BVOD’) content streamed live or on demand from participating broadcasters’* video players.
In a world-leading approach, OzTAM measures minute-by-minute census-level data, providing a highly detailed and granular view of how Australians are consuming BVOD, offering:
- consistent metrics across online video player services;
- measurement of actual video player activity;
- market (census) level data;
- accurate, transparent and independently verifiable data; and,
- terminology that is consistent with well-understood TV terms and definitions.
Continual enhancement
In February 2019, OzTAM introduced demographic profiles to the VPM reporting service, to provide a robust picture of both the BVOD content that's being watched on various devices and also who is watching. OzTAM's model assigns a demographic profile to the audience viewing a piece of VPM content using a combination of inputs, including:
- panel-based measurement of household members' viewing across devices;
- total device viewing information (VPM census data);
- the repertoire of programs watched on a particular device over time; and,
- insights derived from the audience profile to the corresponding broadcast program (i.e., OzTAM TV ratings).
User data is fully anonymised, and OzTAM collects no information that could identify the person(s) that owns or uses individual devices.
In pursuit of continual improvement, OzTAM introduced connected TV co-viewing** data to its VPM Report in September 2020, evolving the service from a device- to a people-based measure for BVOD.
Demographic and co-viewing VPM estimates are an important component in Australia's forthcoming Total TV reporting standard,
Virtual Australia (or, 'VOZ'). VOZ brings together broadcast viewing on TV sets and connected devices to provide all-screen, cross-platform planning and reporting for Australia's television industry.
*Participating VPM broadcasters since launch: ABC, Seven Network, Nine Network, Network 10, SBS and Foxtel.
**Co-viewing is defined as up to two additional viewers simultaneously watching BVOD on a connected TV (CTV) alongside the primary viewer. Approximately 50% of all BVOD viewing takes place on CTVs.