Seven to 10% of TV viewers aren’t watching any linear TV – but are streaming BVOD; VOZ adoption growing, but networks say many marketers still buying in silos
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Show Notes
In the six months since VOZ launched, giving a look at unduplicated viewers on linear TV, online streaming and catch-up services, dozens of agencies and hundreds of brands have started using its data – but the networks say there’s still a way to go (and myths to be busted). Nine’s Richard Hunwick says “streaming choosers” are a new category of streaming-only viewer, which ThinkTV CEO Kim Portrate says includes the light viewer – like young people and women. Seven’s Craig Johnson says a lot of marketers are still buying TV in silos, and some agencies are using their own data, which lacks the competitive tension of the three major broadcasters keeping VOZ unbiased. There are seams of gold, too. Five of the top 15 BVOD programs last year were on demand first or exclusives like Love Island UK or Survivor South Africa, 10 ViacomCBS’s Gareth Tomlin says. ThinkTV and OzTam say TV blows YouTube out of the attention water.
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