OzTAM, the official source of television audience measurement in Australia, has announced a groundbreaking partnership with Netflix. This collaboration marks a significant step towards transparency and standardization in media measurement across various platforms. By integrating SVoD data with traditional broadcast TV and BVoD metrics, OzTAM aims to provide advertisers and agencies with comprehensive insights into video consumption patterns. The initial phase involves reporting through Streamscape, which combines streaming and broadcast viewing data for a holistic picture. Future plans include enhancing VOZ Total TV currency data and enabling unified planning tools within the industry ecosystem.

With this partnership, Netflix becomes the first global streaming service to have its audience independently measured by OzTAM. The integration of SVoD data alongside traditional broadcasting creates a standardized format for comparing viewing habits. OzTAM's CEO Karen Halligan emphasizes the importance of delivering accurate audience insights as the industry moves toward converged trading. Additionally, Heidi Monro from Netflix highlights their commitment to increasing transparency in viewing habits in the Australian market.

Pioneering Unified Video Measurement

The collaboration between OzTAM and Netflix represents a milestone in aligning diverse video platforms under one measurement framework. Initially, Streamscape will serve as the tool that consolidates SVoD, FTA broadcast TV, and BVoD data into a single report. This innovation empowers media planners and marketers to make informed decisions based on a comprehensive understanding of how Australians engage with video content across different screens. By capturing all streamed activity via Streaming TV Meters, Streamscape offers unprecedented granularity in audience analysis.

This initiative not only bridges the gap between traditional and digital viewing but also sets a precedent for future collaborations in the media measurement space. As the first global streaming platform to join OzTAM’s ecosystem, Netflix paves the way for other services to adopt similar transparency measures. The inclusion of SVoD data alongside conventional broadcasting allows for a more nuanced approach to media planning. For instance, agencies can now compare engagement levels across platforms using standardized metrics, thereby optimizing ad spend and targeting strategies. Furthermore, the ability to track viewing behavior across connected TVs, smartphones, tablets, and computers ensures that no aspect of consumer interaction is overlooked.

Building Towards Converged Trading

Beyond the current phase, OzTAM and Netflix aim to enhance VOZ Total TV currency data by leveraging comprehensive measurement assets and census data. This advancement will facilitate a unified planning and reporting system that encompasses FTA broadcast TV, BVoD, Netflix, and additional streaming partners. Such an integrated approach promises to streamline workflows while unlocking strategic opportunities for total video planning. By incorporating streaming data into existing audience planning tools, the industry can achieve greater efficiency and precision in its operations.

OzTAM's recent innovations underscore its commitment to developing a robust, future-proof Total Video measurement system. These efforts include transitioning to VOZ Total TV as the official trading currency, launching VOZ Streaming, expanding the deployment of Streaming TV Meters, and exploring big data opportunities through proof-of-concept projects. Together, these initiatives position OzTAM at the forefront of advertiser-ready solutions. As Karen Halligan notes, the ultimate goal is to support converged trading regardless of the screen or provider delivering the content. Moreover, by extending invitations to other streaming services, OzTAM fosters a collaborative environment where all stakeholders benefit from shared advancements in audience measurement.