OzTam will now report the top live-streamed programs each week, providing an independent measurement for live streamed sports events.
The addition complements OzTam's catch-up streaming reports and provides a more complete picture of how viewers consume streamed content.
Live streaming of sport on mobile devices is becoming increasingly common, with Seven clocking up a record 57.4 million streaming minutes at the recent Australian Open tennis tournament.
OzTam’s Video Player Measurement (VPM) reporting service typically captures between 30-50 million minutes of streamed content each day. Of that, catch up comprises 25-35 million minutes and live streaming accounts for 5-15 million minutes.
“OzTam’s Live VPM Report is the latest enhancement in our Video Player Measurement service,” OzTam’s CEO Doug Peiffer says. “It demonstrates differences in how people consume online catch up TV and now live-streamed broadcast content.
“Sport and news tend to dominate Live VPM, as the content is more ‘perishable’. Catch up is more about watching at a time and manner of the viewer’s choosing; drama and entertainment are usually the most watched catch up programs.
“Both are important in understanding how people engage with TV content, and the opportunity to live stream or catch up keeps audiences close to their favourite programs.”
ThinkTV chief executive Kim Portrate said OzTam's inpendence and audited figures provides advertisers of live-streamed programs with extra assurance.
"The sharing of live-streamed data alongside daily ratings and catch-up program ratings underlines the rigour and precision of the Australian TV industry’s world-class, independent, third-party, audited metrics for advertisers and their agencies," Portrate says.
"When considering consumers’ total consumption of TV it’s possible to see audience increases of up to 10% from catch-up alone on some shows."
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