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About VPM reporting

About OzTAM’s Video Player Measurement (VPM) Report


Background


Since the launch of OzTAM TV ratings in 2001 we have strived to deliver comprehensive and accurate estimates of what Australians watch on television.

Our service has therefore continually expanded to reflect increasing channel choice, new technologies and changing viewer behaviour. From reporting live viewing of five free-to-air analogue channels 15 years ago we now measure and report more than one hundred digital free-to-air and subscription channels 24/7/365 – both live and time-shifted up to 28 days from original broadcast – across dozens of demographics. 

Over the years OzTAM’s panel has become increasingly representative of the overall population, taking into account the evolving characteristics of Australian households and their adoption of new technologies.

OzTAM’s service is now further expanding with the Video Player Measurement (VPM) Report. 


OzTAM’s VPM Report captures all online video content streamed live or played on-demand ('catch up') from participating broadcasters’ video players.

These broadcasters currently include ABC, Seven Network, Nine Network, Network Ten, SBS and Foxtel.

OzTAM’s VPM Report is a world-leading approach to capturing census level data on exactly what content is being played on connected devices.

We are proud to have met OzTAM’s launch goals for the VPM Report, which include that it:
  • addresses a market need;
  • delivers metrics consistent across online video player services;
  • measures actual video player activity;
  • captures market (census) level data;
  • is accurate, transparent and independently verifiable; and
  • uses terminology consistent with well-understood TV terms and definitions.

What’s next?

OzTAM’s VPM Report is a new offering for the Australian television industry and the first step in a multi-stage program. We continue to meet with colleagues across the industry to explain it and get feedback and views on what users would like from the report in future.

Looking further ahead, we are exploring how to bring demographic data into the VPM Report so we have a robust picture of not just what is being watched on various devices but by whom as well.

For all the changes in the way in which television is delivered and viewed, the constant is Australians love television and watch a lot of it. OzTAM’s challenge is to meaningfully capture these new ways of consuming television content and our VPM Report is a significant first step.
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OzTAM's VPM reporting service captures viewing of broadcasters' live and on-demand video player services.
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