Initial insights from Virtual Australia (‘VOZ’) – the foundation of Australia’s new Total TV reporting standard – confirm that to fully evaluate the performance of television content, it’s essential to have a national view of how that content is consumed over time and across devices.

In the first stage of a phased rollout, OzTAM, Regional TAM and Nielsen released top-line findings from the new VOZ integrated Total TV database, which brings together broadcast* viewing on TV sets (‘linear’) and connected devices (‘BVOD’) to provide all-screen, cross-platform planning and reporting for Australia’s television industry.

Key findings included:

• 85% of Australians watch broadcast TV weekly and nearly a quarter watch BVOD
• Over a month almost half the linear TV audience has also watched BVOD
• Median age of BVOD audience is 15 years younger than linear TV
• BVOD delivers approx. 4% incremental reach to linear TV weekly, 3% monthly
• Regional Australia accounts for approx. 30% of Total TV content viewed

OzTAM CEO Doug Peiffer said: “We’ve long observed that as Australians have embraced the mind-boggling array of content, screen and platform choice now available that the reach of broadcast TV goes well beyond the TV set itself.

“It’s been unclear though to what extent such ‘any time, any place, any screen’ viewing impacts the Total TV picture, until now.

“Early VOZ data shows that BVOD brings a significant weekly reach gain across younger demographics.”