So it turns out OzTAM have has a measure of internet streaming based on data provided by "participating" outlets
https://reports.oztam.com.au/#/live
The guidelines which set out what is gathered are provided here
https://oztam.com.au/documents/Other/OzTAM_Guidelines_to_VPM_Reports_1.pdf
Here is a cut and paste of relevant information set out in the guidelines in regards to the report
So streaming data exists at a national level and you can multiply it to the OzTam "total people average audience figure" to get a number you can add to the national ratings for FTA or STV
BUT
What is clear to me is that you cannot add up average audience figures a make apples with apples comparisons of shows of different length. This is true of VPM and so must also be true of the normal ratings for FTA and STV
This is clear from looking at one of these reports
Here we can clearly see that two AFL preliminary finals on foxtel had more minutes streamed than either of the fox league games (obviously this excludes the channel 9 figures....not clear whether channel 7 is "not a participant" or its AFL streaming numbers are lower) but they end up on lower figures
The Richmond Collingwood game had almost 40% more minutes streamed than the Rooster Rabbitohs fox minutes but ends up with a VPM 2K below.
So the average viewer figures might be relevant if you are buying general advertising space and wondering what the expected audience will be when your add may be on but you certainly not add up averages of AFL and NRL matches Row Masters style and declare that the NRL ratings exceed the AFL ones
https://reports.oztam.com.au/#/live
The guidelines which set out what is gathered are provided here
https://oztam.com.au/documents/Other/OzTAM_Guidelines_to_VPM_Reports_1.pdf
OzTAM’s Video Player Measurement (VPM) Report provides Australia’s first official figures for viewing of internet-delivered TV content.
Launched in February 2016, the VPM Report is separate and complementary to OzTAM TV ratings.
OzTAM’s VPM service captures minute-by-minute data on participating broadcasters’ TV content played to connected devices such as tablets, smartphones, smart TVs, games consoles and PCs/laptops.
Here is a cut and paste of relevant information set out in the guidelines in regards to the report
What is a ‘VPM rating’?
A VPM (Video Player Measurement) rating is the total minutes of a program played across all connected devices divided by the content length and rounded to the nearest thousand. You can also think of this as the average number of connected devices playing the content across the program’s duration, which is similar to the way television program average audiences are calculated, albeit for devices rather than people in the VPM Report.
What is meant by ‘stream starts’?
Stream starts are the total number of requests to play the video content lasting at least 15 seconds.
How do VPM ratings and stream starts compare?
Stream starts represent the total number of times the program video content began to play for a minimum of 15 seconds; this count provides a device reach–like number. VPM ratings are the average number of connected devices playing the content in any one minute across the program’s duration.
Can a program’s catch up VPM rating be added to its TV average audience to get an overall figure?
The calculation of a VPM rating is in line with how an average audience for television is calculated, though the two are derived through different measurement methodologies:
o VPM measures the connected devices playing internet-delivered TV content, and those devices may be located anywhere in Australia.
o OzTAM TV ratings are estimates of people watching broadcast television, broken down into a variety of demographics, in both the five mainland capital cities, and nationally in subscription television homes.
o In VPM ratings, OzTAM cannot yet ascribe a user demographic back to a device, or determine whether more than one person is watching.
OzTAM does recognise however that some data users wish to see how VPM data relates back to the total audience for a piece of content across all platforms. Given the different methodologies and coverage areas for TAM and VPM, users wishing to combine the data should follow these protocols:
o VPM data may be added to the audience for an individual program episode (or series average) using either:
o an OzTAM Total People average audience figure, OR o a combined OzTAM and Regional TAM Total People average audience figure.
o No demographics other than Total People should be used.
So streaming data exists at a national level and you can multiply it to the OzTam "total people average audience figure" to get a number you can add to the national ratings for FTA or STV
BUT
What is clear to me is that you cannot add up average audience figures a make apples with apples comparisons of shows of different length. This is true of VPM and so must also be true of the normal ratings for FTA and STV
This is clear from looking at one of these reports
Here we can clearly see that two AFL preliminary finals on foxtel had more minutes streamed than either of the fox league games (obviously this excludes the channel 9 figures....not clear whether channel 7 is "not a participant" or its AFL streaming numbers are lower) but they end up on lower figures
The Richmond Collingwood game had almost 40% more minutes streamed than the Rooster Rabbitohs fox minutes but ends up with a VPM 2K below.
So the average viewer figures might be relevant if you are buying general advertising space and wondering what the expected audience will be when your add may be on but you certainly not add up averages of AFL and NRL matches Row Masters style and declare that the NRL ratings exceed the AFL ones