Why is the Australian ad market currently divided between two measurement systems?

The landscape is split between the legacy OzTAM system, which tracks 16 million BVOD devices, and the newcomer Video Futures Collective (VFC). While OzTAM is rooted in traditional broadcast, VFC has already facilitated $75 million in trades using its alternative Kantar-based currency.

Is there a move toward a single standard for both streaming and traditional TV?

Netflix’s recent decision to join OzTAM’s Streamscape report indicates a shift toward a unified 'Total TV' approach. OzTAM is currently expanding its technical reach, having deployed 4,600 router-based meters toward a 5,000-unit target.

What is the benefit of combining these two competing measurement approaches?

A unified system would integrate OzTAM’s robust 20,000-person panel with VFC’s granular digital set-top box data. This collaboration is the only viable path to achieving 100% coverage across both linear and digital video channels.

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Unified ad measurement in Australia needs collaboration

Collaboration between OzTAM and VFC is essential to provide a unified view of audience behavior across linear and digital video.

David Kennedy · Venture Insights30 March 2025Period: March 20256 min read

Last updated 5 May 2026

$75 million→

Amount already traded against Foxtel's Kantar-based alternative currency

4,600↑

OzTAM Streamscape meters currently rolled out toward a 5,000 target

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Companies covered:OzTAMVideo Futures CollectiveNetflixFoxtel MediaSeven NetworkNine NetworkNetwork TenNielsen TAMYouTubeDisney AdvertisingSBSSamsung AdsVEVOAmazon AdsKantar MediaBeatgridAmplified IntelligenceIPGMagna

Abstract

The Video Futures Collective (VFC) and OzTAM are two pivotal players in the Australian media landscape, both focused on audience measurement for television and video content, but with distinct approaches, histories, and stakeholders. OzTAM emerged from the old free-to-air TV oligopoly many years ago, while VFC is a newcomer with roots in the online world. Netflix’s decision this week to work with OzTAM therefore seems an anomaly. In fact, it reflects a deep common interest. OzTAM has been developing its own online measurement approach, and it makes sense for online operators to contribute to (and of course influence) that development. The holy grail is a unified ad measurement system that ad agencies can use to support unified campaigns across all broadcast and online channels, including social media. Ultimately, we think that the ad industry will demand that VFC and OzTAM collaborate to achieve this.

Key Takeaways

The Australian video ad measurement landscape is split between incumbent OzTAM and the newcomer Video Futures Collective (VFC).
Netflix has joined OzTAM's Streamscape report, signaling a move away from a binary opposition between FTA and online operators.
VFC, spearheaded by Foxtel Media, has already seen $75 million traded against its Kantar-based alternative currency.

Unified ad measurement in Australia needs collaboration

Abstract

Key Takeaways

What's Inside

Evolution of the video ad measurement landscape

Comparison of OzTAM and VFC

Why does this matter?

Benefits of collaboration

Frequently Asked Questions

Abstract

Key Takeaways

What's Inside

Evolution of the video ad measurement landscape

Comparison of OzTAM and VFC

Why does this matter?

Benefits of collaboration

Frequently Asked Questions

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