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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?

Currently we're working with our broadcaster clients to introduce demographic data into the VPM reporting service, so we have a robust picture of not just what is being watched on various devices but by whom as well. Our model attributes a demographic profile to the audience viewing a piece of VPM content using a combination of data sources including panel-based measurement of household members' viewing across devices; total device viewing information via VPM; the repertoire of programs watched on devices 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 will be an important component in OzTAM's new integrated Total TV database, Virtual Australia (or, 'VOZ'). Progressively rolling out from Q1 2019, VOZ will bring viewing on TV sets and connected devices together, and support advanced audience targeting.

VOZ will provide a Total TV picture of the TV content Australians are watching, who is 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 streets to watch television throughout the day, inside and outside the home. VOZ will deliver all-screen, de-duplicated estimates of this Total TV viewing.


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