– TVNZ ONDEMAND REACHES RECORD HIGH

New Zealand Marketing - - Tvnz - Sources: *Adobe An­a­lyt­ics / Google An­a­lyt­ics July 17June 18. Statis­tic NZ pop­u­la­tion as at 3/8/18. ** NZ On Air, ‘Where Are The Au­di­ences 2018’ (based on all re­spon­dents 2014, 2016, 2018) ***Google An­a­lyt­ics 13+, June 18.

TVNZ Ondemand has achieved a record 102 mil­lion streams in the last 12 months – the equiv­a­lent of ev­ery New Zealan­der stream­ing over 20 episodes of Short­land Street a year.*

Av­er­age weekly streams on the plat­form grew 163 per­cent year on year in FY18 – a trend that TVNZ di­rec­tor of con­tent, Cate Slater sees no sign of abat­ing.**

“We’re in­vest­ing heav­ily in grow­ing our Ondemand plat­form. We’re all about giv­ing view­ers choice and con­trol. We’re less con­cerned about whether view­ers watch our con­tent on broad­cast TV or on­line – what mat­ters is that they watch with TVNZ. TVNZ Ondemand has evolved from a catch-up ser­vice to a fully in­te­grated en­ter­tain­ment des­ti­na­tion. I think the au­di­ence re­sponse shows we’ve taken things in the right di­rec­tion.”

NZ On Air’s ‘Where Are the Au­di­ences’ sur­vey re­leased in Au­gust showed that while lin­ear broad­cast still takes the biggest share of eye­balls (with an av­er­age of 2.5 hours of daily view­ing), Ki­wis are un­doubt­edly mi­grat­ing on­line. The bi­en­nial sur­vey pointed to an in­crease in ac­cess to global SVOD gi­ants as a big driver be­hind this trend. While view­ers are con­sum­ing more Net­flix series and Youtube videos than ever be­fore, there is good news for lo­cal play­ers too. The sur­vey re­vealed TVNZ Ondemand’s daily viewer reach in­creased from 10 per­cent of New Zealan­ders in 2016, to 13 per­cent in 2018. It also showed TVNZ Ondemand over-in­dexes with the tar­geted au­di­ences sur­veyed, par­tic­u­larly Māori , Pasi­fika and youth au­di­ences.

Slater says the plat­form’s suc­cess is down to smart pro­gram­ming choices and pro­vid­ing users with a wide range of view­ing op­tions.

“Con­tent is para­mount. We’ve made im­prove­ments to the viewer ex­pe­ri­ence in the past 12 months and we’ve ex­panded our end-point de­liv­ery to Ap­ple TV and Chrome­cast. But you can’t have a slick plat­form with­out ex­cep­tional pro­gram­ming to back it up...”

“We’ve in­vested in cult clas­sics like ER, The O.C and Friends. We’ve se­cured full sea­son stack­ing rights for pop­u­lar in­ter­na­tional shows like The Mid­dle and Lethal Weapon. We’ve sought out pro­grammes that have that ad­dic­tive qual­ity, like the wildly pop­u­lar Love Is­land, or binge-wor­thy BBC Amer­ica drama Killing Eve.”

Fan-favourite Short­land Street ap­pears to have this magic for­mula in spades, with the en­dur­ing series re­main­ing pop­u­lar on TVNZ 2, while si­mul­ta­ne­ously build­ing a strong TVNZ Ondemand fol­low­ing. In the year to 30 June 2018, Short­land Street was Ondemand’s most streamed pro­gramme, reach­ing 279,756 view­ers with an ac­com­pa­ny­ing 13 mil­lion streams. Soaps oc­cupy three spots in the plat­form’s top 10 list, with Home and Away and Corona­tion Street fol­low­ing closely be­hind the lo­cal jug­ger­naut.

It’s not just se­ri­alised drama that has made its mark this past year. TVNZ Ondemand’s top 10 demon­strates the huge va­ri­ety of gen­res that Ki­wis are now stream­ing. En­ter­tain­ment re­al­ity shows are big drivers of view­er­ship with Love Is­land Aus­tralia, Love Is­land UK and Masterchef Aus­tralia all rank­ing highly. Shel­don Cooper is as pop­u­lar as ever, with Young Shel­don and The Big Bang The­ory tak­ing out the top com­edy spots on the site, along with lo­cal hit Welling­ton Para­nor­mal. The strat­egy of com­mis­sion­ing lo­cal con­tent ex­clu­sively for Ondemand is also pay­ing off, with Glo­ri­avale: The Re­turn and Anika Moa Un­leashed sit­ting among the top 20 most streamed.

So, what does a typ­i­cal month look like on TVNZ Ondemand? This June saw the plat­form reach 590,000 users, with 360,000 vis­it­ing each week.*** TVNZ’S own re­search shows that 51 per­cent of all 18-24 year olds have used Ondemand in the last three months and 25 per­cent have used it for ev­ery week in the month of June, mak­ing the plat­form an en­tic­ing propo­si­tion for ad­ver­tis­ers.

Look­ing ahead, Slater says the in­ten­tion is to con­tinue to build on TVNZ Ondemand’s for­ward mo­men­tum. “We want all eyes on us and the sto­ries we tell. To do this we need to be bold and brave in our choices. We need to keep in step with view­ers and con­sis­tently in­no­vate to re­main a big part of their daily lives. It’s a chal­lenge… but it’s one that we’re up for.”

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