TV proves resilient as viewing stabilises, BVOD boosts reach among younger viewers

Australian TV is proving more resilient than many expected, with new Virtual Australia (VOZ) data from OzTAM showing audiences stabilising - and in some cases growing - despite competition from global streaming and social platforms.

In the first half of 2025, Australians consumed more than 16 billion minutes of broadcast content each week, with nearly nine in 10 people engaging with broadcast TV or BVOD monthly. Weekly minutes rose 2.5% year-on-year, while BVOD viewing surged 41% thanks to the growth of live streaming. On average, Australians now watch more than 41 hours of broadcast or BVOD content each month, the majority still via the TV set.

OzTAM CEO Karen Halligan told Marketing-Interactive the figures underline the enduring strength of television.

“We’re seeing TV audiences stabilise, and in many cases grow, despite the rise in other video platforms," Halligan said. "Overall consumption minutes are increasing, and both broadcasters and streamers are benefitting. What matters is that premium content still commands significant reach, and with VOZ, Australia's world leading measurement currency, we can demonstrate its true value.”

For advertisers, the most striking finding is BVOD-exclusive viewing, which lifted Total TV’s weekly reach by almost 11% on average and by as much as 19% for the 16–39 demographic. Halligan said the trend should influence where marketers direct their next dollar.

“Younger audiences are engaging with content in ways to suit their lifestyles. The incremental reach BVOD delivers, especially among 16–39s, underlines why advertisers should invest across the Total TV ecosystem. With VOZ now the official TV currency in Australia, agencies can align spend to Total TV behavioural trends and achieve much stronger outcomes.”

The report also highlighted how Australians continue to turn to television for big cultural moments. News events such as ex-Tropical Cyclone Alfred and the federal election drove large spikes in broadcast audiences, while drama remains the dominant BVOD genre. Sport accounts for around 9–10% of viewing across both broadcast and BVOD, and Sunday continues to deliver the highest reach of the week.

VOZ is Australia’s official “Total TV” measurement standard, unifying broadcast and BVOD viewing into a single, de-duplicated database. It combines ratings from more than 20,000 individuals daily in 8,300 OzTAM and Regional TAM panel homes, with data from over 16 million connected devices streaming BVOD each month. Unlike OzTAM’s Streamscape report, VOZ does not include subscription or ad-supported video-on-demand viewing. 

The bi-annual VOZ Total TV Viewing Report will be published twice a year, with additional quarterly snapshots available via the VOZ website.