OzTAM’s new weekly Live Video Player Measurement (VPM) Report is the latest enhancement in its VPM reporting service, which provides Australia’s first official figures for viewing of online TV content.
Live VPM reports complement OzTAM’s rolling seven-day and 28-day VPM catch-up reports. The data helps understand how Australians consume TV and demonstrates differences in how people view live and catch-up online TV.
OzTAM noted sport and news tend to dominate Live VPM, as the content is more “perishable”. However, the new TV season major reality formats featured heavily in the past week.
The new weekly Live VPM reports are released on Tuesdays and capture the top live-streamed programs each week (preceding Sunday to Saturday).
OzTAM noted by way of context VPM reporting service typically captures around 30-50 million minutes of VPM content, on average, a day. Of that, catch-up comprises 25-35 million minutes, and live streaming 5-15 million minutes.
Overall, viewing of online broadcast content – including catch up and live streaming – currently accounts for approximately 1-2% of all broadcast content viewed each week in total.
However, VPM can represent a sizeable portion of a program episode’s total audience, similar to the way some broadcast programs see significant audience increases from time-shifted viewing.
Most watched live streaming video by channel (Week 5: Jan 29-Feb 4)
ABC News Breakfast, 7.30 Summer
Australian Open Tennis, Home and Away, My Kitchen Rules
Married At First Sight, A Current Affair, Nine News
I’m A Celebrity…Get Me Out Of Here!
English Premier League, Vikings, Undressed