Karen Halligan
Netflix has joined OzTAM's system, the first global streaming platform to have its audience independently measured and reported by the Australian body.
OzTAM, owned by the Seven Network, Nine Network and Network Ten, described the move as a significant step toward in aligning SVOD streaming data with free-to-air TV and BVOD measurement through one standardised currency and common metrics.
Streamscape, OzTAM’s new total video report, combines SVOD viewing, measured by Streaming TV Meters (STVM) across Australia’s people meter panel homes, with broadcast TV and BVOD viewing for a total video picture.
STVMs capture all streamed viewing activity across connected TVs, smartphones, tablets and computers, helping agencies and marketers to compare viewing across platforms to understand how Australians consume video.
A second phase of the project will leverage OzTAM’s measurement assets and Netflix’s ad tier census data to enhance VOZ Total TV currency data, enabling agencies to plan and report across FTA broadcast TV, BVOD, Netflix and streaming partners via a single, unified currency.
This approach would allow streaming data to appear alongside traditional broadcaster data within audience planning and optimisation tools and ultimately streamline workflows and unlock new strategic opportunities for Total Video planning.
"We look forward to delivering rich, accurate, and actionable audience insights to the industry as we continue to build towards converged trading, no matter which screen content is consumed on, or who it is delivered by," OzTAM CEO Karen Halligan said.
"We would like to extend an invitation to other streaming services in the Australian market to join this measurement initiative and be part of a collaborative and future-facing approach to audience measurement in Australia."
Netflix ANZ senior manager of advertising sales Heidi Monro said she's pleased to be partnering with OzTAM to make a commitment to its trusted measurement of how people watch television in Australia.
"Netflix has led the streaming entertainment industry on viewing transparency for a number of years now, including our Top 10 Weekly lists and Engagement Reports, but we think now is the time to go further in Australia," she said.
The partnership with Netflix builds on a wave of recent innovations at OzTAM, including transitioning the market to VOZ Total TV as the official trading currency, launching VOZ Streaming, expanding the deployment of Streaming TV Meters in homes, and launching a proof-of-concept project to explore big data opportunities.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.