VOZ first insights show younger BVOD audience delivering incremental TV reach

The first tranche of VOZ insights have arrived, highlighting the incremental reach BVOD delivers and the combined linear and on-demand TV viewing behaviour of Australian consumers.

According to the much-anticipated initial insights from Virtual Australia (VOZ), 85 per cent of consumers are watching broadcast TV on a weekly basis, while nearly one-quarter of us are watching broadcast video on-demand (BVOD) services. The VOZ results also showed almost half the linear TV audience has watched BVOD services in a month.  

These BVOD views are on average 15 years younger than their traditional TV counterparts – 40 years old instead of 55 - and are delivering 4 per cent incremental reach to linear TV weekly and 3 per cent monthly. A further 4.2 per cent of consumers are watching BVOD exclusively in any given week, a number that dips to 3 per cent over a monthly period.

VOZ also noted 30 per cent of total TV content consumed is done by regional viewers.

VOZ is the foundational of a new total TV reporting standard, bringing together audience data from OzTam, Regional TAM and Nielsen on viewing across linear TV as well as on-demand services – a first for cross-channel television reporting.

OzTam CEO, Doug Peiffer, said VOZ crystallises what the industry has long known intuitively: Reaching today’s TV audience is about considering how all screens are used over time and plan accordingly.

“VOZ insights can be used now in planning, delivering a much clearer picture of viewing on all screen types, inside and outside homes, around Australia and over time,” he said. “VOZ is here to reveal the Total TV picture, providing an objective, transparent and standard metric to evaluate TV performance across all screens and platforms, and reinforcing that television remains the most effective way to connect to audiences at scale.”

From today, VOZ is being rolled out in a phased approach, with initial insights today followed by daily reporting to subscribers from April. OzTam is also in the process of facilitating discussions around how the database can be used to build common advanced audience segments that go beyond traditional demographic data.

VOZ is also being positioned as key to the broader take-up of addressable TV in Australia, giving the capability and insights to better understand audiences.

For a full explainer on what VOZ is – and what is isn’t – check out our CMO explainer here.

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