Key findings from Nielsen’s Total TV audience measurement – showcased here for the first time.

Broadcasters globally have been transitioning to digital platforms, and New Zealand is no exception. With audiences migrating online, NZ broadcasters are enhancing their suite of services and driving remarkable growth in online viewing, which accounts for a larger share of TV audiences than ever before. According to Nielsen, BVOD viewership among adults grew by an impressive 9.3%, while the elusive 18 to 24 demographic saw a staggering 25.7% jump.

As BVOD continues to gain momentum, the need for accurate audience measurement and reporting is becoming increasingly critical, as is the ability to understand the nuanced relationship between linear and BVOD audiences – and how these platforms complement and enhance one another.

One of the questions the broadcasters get asked most often is, “What can you tell me about the incremental reach of BVOD?”

And now, the answers are in.

Broadcasters now have the first tranche of data for New Zealand, courtesy of Nielsen TAM’s Total Video Measurement, and can share a first look at some top-line data here, for the first time.

If you’re familiar with OzTAM’s VOZ measurement in Australia, you’ll recognise this view of Total TV audiences. It reveals the audience that is unique to linear TV, the audience that is unique to BVOD, and those that move between the two platforms – finally painting a clear picture of the incremental reach that BVOD generates.

The data confirms what broadcasters have always believed: linear TV and BVOD attract different audiences and complement each other strongly. BVOD draws in younger audiences and adds significant incremental reach to traditional linear TV (and confirms young people are still watching linear TV, too).

Broadcast VOD extends reach by delivering to light linear TV viewers. Over 50% of BVOD’s weekly reach is to ‘light to moderate’ linear TV viewers, demonstrating BVOD is the perfect companion to traditional broadcast TV.

A look at the proportion of time spent with each of these services in an average day shows that TV still dominates the media landscape. It accounts for 64% of all the video consumed in the home by NZ adults – four times as much as all the SVOD services combined. And TV maintains a strong presence among younger audiences as well, capturing nearly 38% of video consumption by 16 – 39-year-olds.

The Broadcasters have promised to share more insights in the coming months as they delve deeper into the data, uncovering the dynamics of streaming audiences and further revealing the synergy between linear TV and BVOD.

Measurement is evolving to capture audiences across platforms.

Nielsen has been the global leader in linear television measurement since introducing the first Peoplemeter to NZ way back in 1990. But today’s TV is much more than just linear – encompassing BVOD and SVOD, both free and paid.

Nielsen’s advanced measurement solutions now provide a complete view of how New Zealand households are watching TV. The traditional Peoplemeters still deliver accurate data on linear broadcast audiences, while next-generation streaming meters track viewing activities across devices such as connected TVs, casting devices, personal computers, tablets, and smartphones. For the first time, Nielsen captures a full picture of all in-home viewing.

These streaming meters are calibrated to identify specific URLs from recognised providers, including TVNZ+, ThreeNow and Sky Sport Now, as well as non-broadcast platforms such as YouTube. Whether it’s the broad reach of traditional broadcast audiences or the rapid growth of BVOD viewers, Total Video delivers a holistic view of audience behaviour. Data shows the combined reach across these platforms remains robust, and consistently engages audiences across New Zealand.