Aussie BVOD Viewing Soars To Nearly 3 Billion Minutes Across February

woman looking the tv at home
SHARE
THIS



A record 2.9 billion minutes of television shows and movies were watched across Australia’s five broadcast video-on-demand platforms last month, according to the latest report via ThinkTV.

The rise in numbers represents a large boost to traditional “overnight” audience ratings and shows TV is moving to meet its audiences as their viewing habits change.

Demand for reality and drama shows across the BVOD market — comprised of Seven, Nine and Ten, public broadcasters ABC and SBS and pay-TV operator Foxtel — was up 43 per cent from 2 billion minutes of programs consumed in February 2018.

Nine’s hit reality dating show Married at First Sight on 9Now was the biggest driver of the record performance across the BVOD market in February.

Nine’s director of sales, strategy and product commercialisation Pippa Leary said: “We are at a point where the digital audience for some shows is adding 20 per cent plus to the overnight audiences and we are setting new growth records in the Australian BVOD space.

“That audience for some franchises, like Married at First Sight, is 300,000- 400,000.

“That is a sizable and valuable audience for marketers in its own right.

“The thing marketers need to be focused on is how TV works with BVOD.

“We know audiences are watching on TV digital devices and we are working rapidly to ensure that OzTAM can provide marketers a full picture of the total TV viewing agnostically across linear and digital devices”.

Figures from ThinkTV shareholders show that all broadcasters are getting viewing uplifts to individual programs of as much as 20 per cent from their BVOD viewing figures.

ThinkTV chief executive Kim Portrate said February’s record viewing figures for BVOD showed that TV has moved to meet its audiences, who can now watch the shows they love whenever and wherever they want.

She said: “Commercial TV first embraced BVOD almost a decade ago and today BVOD is truly coming of age with higher-speed internet connections and smartphones that put more computing power in the palm of your hand that was used to put man on the Moon 50 years ago”.

Network 10’s director of 10 Interactive Christian Williams said: “We’re seeing massive growth in BVOD which is fantastic for the industry.

“BVOD gives us great flexibility to tell stories beyond the stories in a brand safe, 100 per cent viewable environment.

“The platform has opened up more opportunities for content makers and advertisers to engage audiences in creative and innovative ways propelling the medium, along with its linear TV counterpart, into a must-have in any advertising schedule”.

Please login with linkedin to comment

BVOD video on demand

Latest News

“Simply Disingenuous!” Coles Challenged Over Its Decision To Phase Out Its Printed Catalogue
  • Marketing

“Simply Disingenuous!” Coles Challenged Over Its Decision To Phase Out Its Printed Catalogue

The Real Media Collective (TRMC), the Australian industry association representing the interests of companies in the paper, print, publishing/media and related distribution sectors across Australia, has challenged Coles Supermarkets for using the environment as a reason in its announcement today outlining its plans to cease sending catalogues to Australian homes from September. In the announcement, […]

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure
  • Media

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure

Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]

by B&T Magazine

B&T Magazine
The Alcohol & Drug Foundation Team With Dee Madigan’s Campaign Edge To Tackle CV-19 Drinking
  • Campaigns

The Alcohol & Drug Foundation Team With Dee Madigan’s Campaign Edge To Tackle CV-19 Drinking

Alcohol & Drug Foundation (ADF) has launched a new national health campaign with Campaign Edge aiming to tackle COVID-19 drinking. Funded by the Australian Government, Break the Habit reveals that it takes only around 66 days to form a habit – roughly the same amount of time many Australians spent in lockdown. It’s a fact most Aussies are […]

How To Get Out Of A Cashflow Crisis
  • Opinion

How To Get Out Of A Cashflow Crisis

Paul Roach (pictured below) is a business strategist and coach who has worked with hundreds of SMEs across many industries to supercharge their cashflow. Roach is also author of the book Smarter Business Stronger Cashflow. In this guest post, Roach gives his top tips when the cash taps start to be turned off… Cashflow is like […]

One Daydream Expands Into Alcohol Category
  • Marketing

One Daydream Expands Into Alcohol Category

Sydney and Melbourne based PR, Talent & Digital agency One Daydream has extended its client portfolio to include alcohol. The category expansion comes as One Daydream joins the agency roster of Pernod Ricard, working on a project basis to manage strategic PR and digital campaigns. The global drinks group boasts one of the most comprehensive and prestigious […]

Modern interior with furniture and creative business sketch on wall. Success and solution concept. 3D Rendering
  • Media

Commtract Appoints New Business Development GM

Commtract today expanded its marketing, advertising and digital offering in response to a growing number of CEOs outsourcing to ‘gig-workers’ amid COVID-19. According to new research, 40 per cent of Australian CEOs are planning on outsourcing to freelancers in the contingent workforce. Commtract, which launched in 2016,  has more than 4,000 communications experts on its platform, and has already placed over 800 roles. […]