BVOD revenue up year on year
"Total TV had a solid year, despite the last six months reflecting broader macro-economic conditions felt by all sectors of the industry.”
- Published by David Knox
- on
- Filed under News
Total TV advertising for the 6 months period to December 2022 has increased by just 1.2% compared to the same period ending December 2021.
Combined revenue was $4.1 billion across metropolitan & regional free-to-air, subscription TV and Broadcaster Video on Demand (excluding SBS). Advertising revenue was $2.1 billion, down 3.7 per cent.
BVOD continues to be the star performer at $448 million, up 23 per cent year in year.
| Performance by sector | ||||
| 6 months to Dec 22 | % Change | 12 months to Dec 22 | % Change | |
| Total TV (ex SBS) | $2,161,682,412 | -3.7% | $4,186,323,676 | 1.2% |
| Metro FTA | $1,408,584,342 | -6.4% | $2,731,776,203 | -1.5% |
| Regional FTA | $344,712,997 | -1.7% | $672,158,183 | 1.3% |
| National | $168,644,660 | -1.7% | $334,318,694 | -1.0% |
| BVOD | $239,740,413 | 10.0% | $448,070,596 | 23.5% |
ThinkTV CEO Kim Portrate said: “Just as Australians and their love for TV continued in 2022, so too did advertisers’ reliance on Total TV as the foundation for their marketing efforts. This is clear in the numbers. Total TV had a solid year, despite the last six months reflecting broader macro-economic conditions felt by all sectors of the industry.”
Portrate added: “Audience viewing habits continue to shift and Australian broadcasters are expanding the way they cater to these changes. The growth of streaming viewership, and the introduction of FAST channels, are two great examples of innovations in the BVOD space in the last 12 months. Advertisers are clearly taking note with revenue once again increasing for BVOD, Australia’s fastest growing media channel.”
5 Responses
42.7% of internet users worldwide report using an ad blocker, which equates to over a billion blockers installed. I use a PVR to ad-skip on FTA. BVOD and streaming (ad-supported) sources will be vulnerable to a StreamVideoRecorder with a fast-forward button, when it arrives. Until then I’ll keep fiddling with a Raspberry Pi.
I may pay for the ads but I don’t have to watch them!
Ad blockers make baby Jesus cry. OzTAM timeshifted counts those with ads played at normal speed.
The players for BVOD, either apps or web pages won’t skip or FF adds, and most won’t play without a login and ad blockers disabled.
BVOD and streaming (FAST) are definitely in a growth phase. There are some smart opportunities in that sector for advertising. But I’d advise to not overdo it with advertising as that can have a negative impact. You want to be prominent, but not annoy viewers with your ad in every ad break.
What is the reason for this? I should say because it might be asked or wondered about. It’s because the demographic targeting of BVOD and FAST advertising are specialised and niche. So if you’ve got a particular product or service, it can be targeted with an appropriate TV show or channel. Getting the advertising or message to the correct audience. Catering to the specific genre, instead of hit and miss with the main free-to-air channels, though FTA does still have good exposure.