About VPM reporting

About OzTAM’s Video Player Measurement (VPM) Report


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 two decades 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 robust, taking into account the evolving characteristics of Australian households and their adoption of new technologies.

In 2016, OzTAM’s service further expanded with the Video Player Measurement (VPM) Report, which captures all online video content ('BVOD') streamed live or on-demand ('catch up') from participating broadcasters’ video players. 

These broadcasters currently include ABC, Seven Network, Nine Network, Network 10, SBS and Foxtel.

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

The VPM Report provides a highly detailed and granular view of how Australians are consuming BVOD content, 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. 

Demographic estimates are an important component in Australia's new 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.

VOZ will deliver Australia's first national, de-duplicated audience estimates of the broadcast content Australians are watching, who is watching, the amount of time they spend watching, and how they are watching - reflecting the fact that Australians have, on average 1.8 TV sets in the home, but more than 6 screens. People are using those screens to watch television throughout the day, inside and outside the home. OzTAM, Regional TAM and Nielsen are building VOZ to capture the TV viewing that takes place on all screens, thereby meeting a pressing industry need.

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OzTAM's VPM reporting service captures viewing of broadcasters' live and on-demand video player services.
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