OzTAM Launches New Streamscape Dashboard as TV Viewing Dominates

Why It Matters

The dashboard equips media agencies and advertisers with real‑time, comparable insights, sharpening planning and buying decisions in a fragmented video market. It reinforces OzTAM’s role as the independent benchmark for Australia’s evolving Total Video ecosystem.

Key Takeaways

• Broadcast TV holds 62.6% of total video viewing.
• BVOD share rises to 10.8% in Q1 2026.
• Streamscape dashboard provides self‑serve, interactive analytics.
• Unified metrics cover broadcast, BVOD, and streaming platforms.
• Viewing on TV sets remains at 86% of total.

Pulse Analysis

OzTAM’s launch of the Streamscape dashboard marks a pivotal shift in Australian audience measurement, moving from periodic, static reports to a dynamic, on‑demand analytics environment. By consolidating data from free‑to‑air broadcasters, BVOD services and over‑the‑top platforms, the tool offers a single source of truth that reduces the friction of cross‑system reconciliation. For agencies accustomed to juggling disparate datasets, the dashboard’s self‑serve interface accelerates insight generation and supports more granular audience segmentation, reinforcing OzTAM’s reputation as the industry’s independent standard‑bearer.

The Q1 2026 Streamscape data underscores that traditional broadcast remains the cornerstone of Australian video consumption, commanding 62.6% of total viewing and 86% of time spent on TV sets. Yet the incremental rise of BVOD to 10.8% signals a steady migration toward advertiser‑supported digital channels, while streaming services collectively account for 37.9% of viewing, up 0.5 percentage points from the previous quarter. These trends illustrate a nuanced fragmentation: viewers continue to favour linear TV for core programming but increasingly supplement it with on‑demand content across multiple devices.

For advertisers and media planners, the convergence of measurement and delivery insights is a strategic advantage. The unified dashboard enables rapid scenario modelling, allowing brands to allocate spend between broadcast, BVOD and streaming with confidence in comparable audience metrics. As the Total Video landscape evolves, the ability to pinpoint demographic shifts and platform performance in real time will drive more efficient media buying, while OzTAM’s independent methodology ensures that the data remains trustworthy amid growing market complexity.