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FAQs
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Frequently asked questionsABOUT VPM REPORTS
What are VPM reports?
VPM reports capture minute-by-minute data on participating broadcasters’ BVOD content (live or on-demand) played on connected devices such as smartphones, tablets, connected TVs, gaming consoles and desktops/laptops.
Which broadcasters are participating?
Since the VPM service launched in 2016: ABC, Seven Network, Nine Network, Network 10, SBS and Foxtel.
Does VPM measurement include other online video services such as YouTube?
While OzTAM's VPM service is technically capable of measuring other video streaming services, currently it is integrated with the participating broadcasters.
Is broadcasters' content played or streamed live from third party platforms available in VPM?
VPM measurement is limited to VPM-integrated BVOD platforms only.
How does OzTAM know what is being played, how many devices are playing video, etc?
A unique media identifier (ID) is attached to every piece of content within a participating broadcaster’s online video content library. This allows OzTAM to attribute every minute of BVOD VOD or live content on VPM-integrated devices (e.g. smartphone, tablet, connected TV, gaming console and desktop/laptop).
Do OzTAM TV ratings currently capture any video player data?
Yes: so long as the content played is a) identical to that which was broadcast within the past 28 days (including programming, break structures and advertising or promotional content), and b) is played back through the television set, it will also be captured in OzTAM TV ratings. Please note the VPM service and OzTAM TV ratings are separate databases, though are being brought together in the integrated Total TV database, Virtual Australia (or 'VOZ').
How does the amount of time viewing online BVOD content compare to broadcast TV?
OzTAM's VPM reporting service typically collects, on average, around 260 million minutes of participating broadcasters' VPM content a day (approximately 337 million minutes including co-viewing on connected TV sets), with approximately 57 per cent BVOD live and 43 per cent BVOD on demand. Over the same 24-hour period, Australians typically watch around 2.5 billion minutes of broadcast TV content through their television sets.
The steady growth in BVOD viewing means it now accounts for approximately 9 per cent* of TV content consumed. However, many programs now attract a sizable portion of their overall audiences via BVOD, similar to the way in which certain shows substantially build on their Overnight TV ratings through time-shifted viewing.
How much incremental reach are the broadcasters’ BVOD services providing?
In 2021, OzTAM, Regional TAM and Nielsen began rolling out the integrated Total TV database, Virtual Australia (or 'VOZ'), by which the incremental reach from viewing on connected devices can be determined.
Should people using the broadcasters’ video player services be concerned for their privacy?
OzTAM only knows that a device is playing content from a participating broadcaster’s video player service. At no point does OzTAM monitor anything other than when the connected device is accessing a network app or browser-based video server. OzTAM is not able to identify the user of the device.
UNDERSTANDING VPM REPORTS
How does OzTAM derive top programs in VPM reports?
A program's ranking is determined by its BVOD audience, which is the total minutes played (including co-viewing on connected TVs) divided by content length and rounded to the nearest thousand. This is similar to the way TV ratings are calculated: for example, average program audience thousands.
How does OzTAM provide demographic profiles in the VPM reports?
OzTAM's model assigns a demographic profile to the audience viewing a piece of VPM content (BVOD) 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).
OzTAM does not collect any personally identifiable information (PII) that could identify the person(s) that owns or uses individual devices.
What does ‘census level’ mean, and how is it different to TV ratings?
OzTAM’s VPM service captures the entire universe of content delivered on participating broadcasters’ video players, whereas OzTAM TV ratings estimate viewing by individual people within a panel of homes that represents the overall population.
What is BVOD co-viewing?
When up to three individuals watch BVOD on a connected TV alongside the primary viewer.
How are BVOD co-viewing audience estimates calculated?
OzTAM’s VPM co-viewing model is based on a combination of inputs (e.g., primary viewer demographic; genre of program being viewed) to replicate co-viewing behaviour across the TAM panel.
Is BVOD co-viewing included in the total minutes reported in OzTAM’s VPM website reports?
The minutes viewed by up to three co-viewers watching BVOD alongside the primary viewer on connected TVs are added to the VPM data for that program or viewing session.
Are co-viewers reflected in the VPM demographic breakdowns?
Yes, co-viewers contribute to the BVOD audience profile.
What is the reason for confining co-viewing at up to three people watching together on a connected TV?
Most co-viewing happens on the biggest and best screen. In a typical week, around 77% of all BVOD viewing happens on connected TVs, and approximately 97% of connected TV viewing minutes occur with one, two, three or four people watching together. While co-viewing happens on other connected devices, its contribution to total VPM minutes is small.
Can OzTAM tell if BVOD VPM content is watched live (simultaneously with the TV broadcast) rather than played later (on demand)?
Yes.
What happens if a viewer scrubs forward or backward while viewing a program?
Only time spent playing online content at normal speed is measured in VPM.
Why does VPM only measure BVOD VOD program content, not ads?
Served advertisements viewed are captured along with program content in the 'total BVOD VOD minutes' section at the top of the VPM reports.
Ad minutes however are not included in the BVOD VOD individual program minutes because:
- Video play break structures and advertising content can differ from the broadcast. The ad(s) on the BVOD service can also vary by device and delivery method, ad tech integrations, etc.
- Devices can be located around Australia (and even overseas) – so the video play figures can’t be neatly allocated back to the metro or regional broadcaster.
Do you know how many ad minutes are viewed in BVOD VOD programs?
VPM integrations record ad break start and end times. These are used to calculate the ad minutes viewed.
Why is there a 15-second threshold for BVOD reach figures?
15 seconds aligns with the broadcast measurement threshold and reflects the fact that online broadcast video is premium content which enjoys high viewer engagement rates. The 15-second standard reinforces the Australian television industry's commitment to a measurement metric whereby to 'count' the content must be of sufficient duration to capture the consumer's attention.
*includes VPM co-viewing on connected TV sets. Learn more about co-viewing here.
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Please contact OzTAM if you need help to understand any of the information on our website.
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